How Slate got season three of its 'Slow Burn' podcast to break download records before it even launched
This story requires our BI Prime membership. To read the full article,Slate was one of the first publishers to embrace podcasting, and it now accounts for half of Slate's revenue, up from 20% just a couple years ago.
But as more podcasts become available, even established networks like Slate's have to find new ways to make their shows stand out and generate revenue.Slate started as a digital magazine, but podcasting now accounts for about half of its revenue, up from 20% just a couple of years ago.," a scripted, narrative show that explores the lesser-known nuances of historical stories and scandals.
Season three also sold through ads before it launched, and the show as a whole is worth seven figures, said Slate president and CRO Charlie Kammerer.Slate uses its site and podcast network to promote new showsSlate also relies on its podcast network to promote new shows and seasons, especially in the case of "Slow Burn" season three, since it was a departure from the first two seasons, said Gabriel Roth, Slate's editorial director for audio.
Slate has almost 30 podcasts in its network and has Megaphone, a podcast tech company that connects advertisers and publishers. Slate's podcast downloads grew 78% from 2017 t0 2018, and another 39% from 2018 to 2019, according to Slate. Slate podcasts are expected to rack up more than 250 million downloads this year.
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