When Stephen King calls your production the best true crime podcast he’s ever heard, you know you’ve done something right. It was quite the win for a tiny New Hampshire Public Radio (NHPR) podcast team, which goes up against big-name production companies in an increasingly crowded and volatile podcast market. But while NHPR basks in the glow of this win, big names like NPR and Spotify—a traditional radio stalwart and a digital-native streaming company—find themselves stumbling after making big bets on podcasts. So, why are podcasts such a boon for some while they seem to be weighing other companies down? As is so often the case in the media industry, you have to look at the strategy.
Origen: Listen in: Lessons on sustainable podcast strategies – DCN
