As a form of advertising, podcasts have been shown to be more compelling than television. Nonetheless, several podcasting myths must be dispelled to fully comprehend the medium’s value. Five segments of the podcast ‘The X Fronts’ focused on these myths, including the myth that host-read adverts cannot be inserted dynamically. “Dynamic Ad Insertion… allows for the episode and the ads to be uploaded separately”; “the right ad can be inserted into the right episode… along with providing actual targeting, better analytics, and campaign management features like pacing.” Read full article here
Research
Improving media literacy could boost trust towards the news, IMPRESS report suggests
The UK media is regulated by the likes of IPSO and Ofcom. The report by press regulator IMPRESS highlights the link between low levels of media literacy and trust in the news. The study found that three quarters of those who did not know if journalists were regulated did not trust the news. It suggests that improving media literacy is one way to stem the erosion of trust, and shows that audiences have an appetite for information on news processes. Stakeholders need to collaborate in order to rebuild trust in the news, and independent media is well placed to do this. Read full article here
Merv
February 1, 2023
