The business of podcasting with Jacob Weisberg, Bethany McLean and Marshall Williams

Bethany McLean and Jacob Weisberg from Pushkin Industries and Marshall Williams from Ad Results Media talk with Recode's Peter Kafka in front of a live audience at South by Southwest. In this episode: How podcast advertising works; why Weisberg is interested in experimenting with podcasts you have to pay to hear; why McLean got into podcasting after 25 years in print; why are direct response ads so common and will they go away?; is podcast advertising propped up by a bubble?; how podcasters could screw up their good ad business; the importance of standardizing what a podcast "download" is; does more specific measurement endanger the quality of the work?; how easy is it to make a living from podcasting?; exclusive podcasts; podcasting in China; and the future of podcast metrics. Thanks to Microsoft Azure for sponsoring this episode. Get started with a free account and 12 months of popular free services at Azure.com/trial today. Learn more about your ad choices. Visit podcastchoices.com/adchoices