Here's what you need to know from this week in the business of podcasting: <a href="https://the-media-leader.com/rajar-midas-podcasts-double-weekly-reach-in-six-years/?utm_source=rss&utm_medium=rss&utm_campaign=rajar-midas-podcasts-double-weekly-reach-in-six-years" target="_blank" rel="noreferrer noopener">RAJAR: UK Podcast Weekly Reach Has Doubled Since 2017</a><a href="https://www.marketingbrew.com/stories/2023/11/28/ad-revenue-is-growing-faster-than-expected-per-analyst" target="_blank" rel="noreferrer noopener">Ad Revenue Growing Faster Than Expected</a><a href="https://defector.com/defector-annual-report-year-three" target="_blank" rel="noreferrer noopener">Podcast Guesting Drives Defector Subscriptions</a><a href="https://www.insiderintelligence.com/content/how-trader-joe-s-erewhon-h-e-b-have-cultivated-cult-following" target="_blank" rel="noreferrer noopener">Branded Podcast Enables Better Coverage, Connection With Fans</a>Quick Hits:<a href="https://soundsprofitable.com/article/putting-success-in-your-way/" target="_blank" rel="noreferrer noopener">Putting Success In Your Way With Video</a> by Tom Webster. With the growth of video podcasting, it’s time to re-examine how podcasting thinks about audiences watching podcasts instead of listening. Tom Webster breaks down the differences, and how the two aren’t mutually exclusive.<a href="https://www.indiegogo.com/projects/age-of-audio-a-tale-of-modern-audio-storytelling#/" target="_blank" rel="noreferrer noopener">Age of Audio: A Tale of Modern Audio Storytelling</a>. Podcast producer Ronald Young Jr. has published a trailer and IndieGoGo campaign to fund the completion of a documentary about the evolution of narrative audio in podcasting, featuring interviews with notable podcasters like Ira Glass, Avery Trufelman, and our very own Tom Webster. <a href="https://digiday.com/sponsored/how-audience-first-creative-is-amplifying-audio-and-video-campaigns-for-2024/" target="_blank" rel="noreferrer noopener">How audience-first creative is amplifying audio and video campaigns for 2024</a> by Alex Donics. Spotify’s global director of demand marketing talks through the power of effective advertising and highlights the key ingredient of a well-produced, authentic ad creative. <a href="https://deadline.com/2023/11/realm-ign-podcast-deal-justin-roiland-high-on-life-1235637910/" target="_blank" rel="noreferrer noopener">Realm & IGN Strike Podcast Deal Including Scripted Adaptation Of Justin Roiland Videogame ‘High On Life’ From Squanch Games</a> by Peter White. Audio fiction production company Realm has signed a deal with IGN to produce podcasts based on video game IP. Given the size and connections of IGN, this could lead to a whole new niche of licensed audio fiction based on video games. <a href="https://soundsprofitable.com/press-release/new-podcast-audience-profiles-now-available-for-publishers-in-the-australian-podcast-ranker/" target="_blank" rel="noreferrer noopener">New Podcast Audience Profiles Now Available for Publishers in the Australian Podcast Ranker.</a> Triton Digital and Commercial Radio & Audio have announced new podcast audience profiles are now available with the launch of Podcast Metrics Demos+<br />
