Podcasts Growing in Popularity

While probably destined to become the placards of the 22nd century, podcasts represent an increasingly influential medium.

Podcasts, of course, are online digital audio files — typically posted as part of a series of episodes — that can be received automatically by subscribers. Their audio-only nature makes them accessible almost anywhere, and they are growing in popularity.

Data compiled by the Pew Research Center shows steady growth for the medium. By January of this year, the percentage of Americans who had listened to a podcast in the previous month had grown from 9 percent in 2008 to 17 percent, with a bump of 2 percentage points from 2014. Plus, a third of Americans have listened to a podcast and 49 percent of Americans ages 12 and up are aware of podcasts, according to Pew data.

Pew reports that mobile devices represent a preferred way to listen to podcasts. Of the 2.6 billion podcast downloads in 2014, 63 percent were from mobile devices, up from 43 percent in 2012.

Jeff Amerine is a believer. Amerine, considered one of the state’s startup gurus, is a former director of Technology Ventures at the University of Arkansas and still teaches entrepreneurship there. He founded Startup Junkie Consulting in Fayetteville, has been an advisor to the Innovate Arkansas program, and has launched, mentored and invested in multiple ventures.

Amerine hosts a segment called “The Retail Edge” on the “Saturday Morning Meeting with Suppliers” show that airs weekly on KNWA and on the YouTube channel for 8th & Walton, the Bentonville firm that caters to Wal-Mart suppliers and produces the show. With Jon Cadieux of Bentonville’s 455 Media, he recently launched the Startup Junkies podcast on which the serial founders discuss issues relevant to entrepreneurs and the startup community.

“My view is that podcasts and videos are effective tools in creating conversations with relevant thought leaders within the startup and venture scene,” Amerine said. “These forms of media help build community.”

Getting your message to a targeted audience is all about that relevance, he said, and podcasts are an effective way to reach his audience.

Little Rock digital media firm Hark, which produces online video content, is embracing podcasts. It recently announced a content partnership with “Go Rogue,” the entrepreneur-focused podcast based in Fayetteville.

Hark records “entrepreneurial conversations,” and podcasts represent another relevant medium given its target audience. Hark CEO Tim Freeman said that entrepreneurs and creatives, as “a culture and class,” look for any information that provides insight or an edge. Podcasts help do that, he said.

“The key that’s separating internet-driven video content and podcasts is their on-demand nature,” he said. “Consumers can watch and find what they want and listen to or watch that content when they want, wherever they want. That’s a lot more efficient and schedule-friendly than traditional media and more entertaining than text.”