Focus

Are you listening, Mr Purnell ?

From Digiday "In an effort to focus its resources with fewer, more specific shows, News UK cut the number of podcasts it produces in half, to 22 last year. One year in, the result: Double the collective downloads and triple the ad revenue.

“People want high-quality, distinctive shows,” said Jimmy Buckland, managing director of Wireless Studios, which has 11 people working on audio production and monetization for News UK. “Brands like talking to passionate people. In order to deliver meaningfully for advertisers, podcast brands individually need to get to a level of scale. It’s better to have 10 shows with 100,000 listens per episode rather than 40 shows with 10,000.”

Anyone counted the current roster of BBC podcasts ?  And, in multiples of 11, the number of people working on them ?