What’s Bloomberg Media’s podcast strategy with iHeart Media

Sara Guaglione of Digiday examines Bloomberg Media’s podcast strategy as part of its strategy with iHeart Media.

Guaglione writes, “They are a mix of daily and weekly news programs and narrative-style limited series. Bloomberg Media’s existing slate of over 20 podcasts, meanwhile, has been distributed by the iHeartPodcast Network and can be heard on iHeartRadio as well as everywhere podcasts are available — as will the new original shows.

“So why the delay? ‘We wanted to be intentional about building a slate of podcasts with iHeartMedia that showed the breadth of our newsroom and our coverage, which took some time as we started digging into the various formats and ideas,’ a Bloomberg spokesperson said.

“iHeartMedia will market, distribute and help sell ads against Bloomberg Media’s new podcast shows. Bloomberg Media will get access to iHeartMedia’s in-house marketing, distribution and ad sales resources, as well as the opportunity to reach a broader audience than its business readers and listeners. Both Bloomberg and iHeart will sell ad inventory for the new and existing podcasts, a Bloomberg spokesperson said.”

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Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.