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egta publishes best practices whitepaper for European radio companies and podcasting

The egta has released a new whitepaper with best practices, insights, metrics, industry facts, and advice for European radio stations to better understand and participate in podcasting. Titled Podcast Monetisation Strategies and Best Practices, the report cites podcasts as reaching 27% of Europeans monthly, with some nations pushing into monthly reach of more than 35%.

The whitepaper posits that radio companies could take three main paths into podcasting: release their own content as podcasts, establish relationships with podcast producers, or acquire/invest in an existing podcast operation. The egta notes that to date, most European broadcasters are opting to turn their own programs into monetized podcasts, as compared with creating original on-demand shows.

It also lays out some of the common strategies podcasters use to generate revenue, and observes the areas where radio companies may have a particular advantage. For instance, radio companies’ existing sales teams, relationships with advertisers, and access to talent mean it is well-positioned to pursue ad-supported business models. The report also notes best practices around dynamic ad insertion and branded podcasts.

The whitepaper closes with case studies of European radio companies that successfully launched podcast projects. BNR in the Netherlands, Prisa Radio for Spanish-speaking markets, and Bauer Media Sweden have each leveraged their radio portfolios into the podcast space in different ways and with different business models.

The free download is available HERE.

Anna Washenko

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