Launchpad Digital Media and Edison Research Team to Measure the Audience for the Podcasting Industry
Feb 15, 2013 (Close-Up Media via COMTEX) --
Launchpad Digital Media announced the engagement of Edison Research to create standard metrics to measure the rapidly expanding audience from podcasts.
According to a release, Edison will collect and audit data from all Launchpad podcasts and generate monthly figures to show the scope and growth of the on-demand audio platform. Launchpad is a division of Norm Pattiz's Courtside Entertainment Group and currently represents on-demand and streaming podcast programming, which delivers over 90 million downloads every month.
"We formed Launchpad to apply proven, successful monetization methods to the expanding world of on-demand digital media," said Norm Pattiz, Chairman of Launchpad Digital Media and Founder of Westwood One and Courtside Entertainment Group. "To do that you need to speak the advertisers' language. These new metrics will put the sizable podcast audience in terms advertisers can understand and utilize effectively. I worked closely with Edison Research to establish similar metrics when I was on the board of the Broadcasting Board of Governors of the United States of America. We launched Arabic language radio and satellite television services to 22 countries in the Middle East. If we can measure the audience in Arabic, English should be no problem at all."
Speaking about the relationship, Edison Research President, Larry Rosin, said: "We are excited to begin this new relationship with Launchpad Digital Media. The metrics Edison will be providing will further help legitimize podcasting for advertisers and help emphasize its growing prominence as a platform for listeners to consume and control their content."
Kit Gray, Launchpad President, said: "The podcasting space is growing at an enormous rate. Technology has empowered audiences and they are demanding on-demand media like never before. Until now advertisers lacked the in-depth audience measurement tools available to them with more traditional forms of media. Podcasters will now be able to quantify their audience in a language familiar to the advertising community."
Launchpad Digital Media, a division of Courtside Entertainment Group, is a company focusing on on-demand media.
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