Podcast Ads Remain Stubbornly Old-Fashioned

In November, HowStuffWorks dumped the third-party ads in its podcasts. After spending most of 2017 trying to use ad networks to insert spots into its back catalog, which accounts for half of HSW’s monthly listens, the podcast publisher decided to abandon them. Instead, the company went back to monetizing the old-fashioned way: ads read by its shows’ hosts, an age-old format that started in terrestrial radio and remains the dominant form of advertising in podcasts.

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