OLD Media Moves

Recode’s Swisher “interviewed” fictional character on podcast

May 8, 2018

Posted by Chris Roush

Kara Swisher
Kara Swisher

Recode’s Kara Swisher interviewed Russ Hanneman, the fictional technology investor from HBO’s comedy “Silicon Valley,” on a recent Recode Decode podcast, reports Brian Steinberg of Variety.

Steinberg writes, “Vox Media, like many other media outlets, has long run commercials in its podcasts. In recent months, however, it has tried to bust old models, like having the podcaster offer a personal endorsement or naming the sponsor at the end of the program. Some advertisers have even launched their own full-length podcasts, setting up promotional programs against ones whose aim isn’t necessarily to sell recipes on demand or assistance with email distribution.

“‘The idea of short-form customized audio content that lives within the show is new and novel,’ says Evan Lang, vice president of revenue and partnerships for Vox Media’s audio division.

“Some podcasters – particularly ‘micro-producers’ who aren’t part of an established media brand –  may be tempted to blur the lines between the program and the clever advertising, suggests Anthony Miyazaki, executive director of marketing and analytics at the Florida International University College of Business. They ‘sometimes don’t know the rules, and also don’t think that the rules apply to them,’ he says.”

Read more here. The segment is bookended by announcements noting that it’s an ad.


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