Slate's Podcast Revenues Forecast To Comprise 35% Of Business
Slate’s audio business will make up 35% of the digital magazine’s business next year.That’s up from 28% of the business podcasting represents for Slate this year, Charlie Kammerer, Chief Revenue Officer, The Slate Group, told Steve Smith, vice president-editorial director of events at MediaPost’s Publishing Insider Summit yesterday.Slate, which primarily covers politics and culture, chose to invest in podcasting over video, given that the company is “too small” to monetize video, which is “too expensive,” Kammerer said.
Slate had 150 million downloads this year and produced nine custom podcasts.“We have a premium scale plan,” Kammerer said. “We’re not running after scale. We want to get big while delivering a premium audience.”“Our strategy is portfolio-driven, fluent, educated, super-engaged, "Slow Burn" helped build hits,” he added later in the interview. “I don’t want scale for scale’s sake. I need focus scale.”