Midwest Communications Goes Big On Podcasts
Wausau, WI-based Midwest Communications has been among the most aggressive of the mid-market radio groups investing in podcasting. Not only are many of its morning and afternoon drive shows available on-demand, but it’s also created a variety of podcast-only shows.
That list includes podcasts like the Minnesota Vikings-themed Purple & Gold Podcast, the farm-focused Midwest Agriculture Podcast, and Let the Sawdust Fly, a podcast that discusses issues surrounding Northern Minnesota's logging industry. In a signal that podcast strategy will continue, Midwest has announced it has expanded its relationship with Triton Digital.
The alliance calls for Midwest to use Triton’s software to capture, edit, and distribute podcast content to their listeners, measure the audience and dynamically insert pre-, mid-, and post-roll audio ads into podcasts. And in a monetization move, Midwest will also make their podcast inventory available to media buyers on Triton’s programmatic audio marketplace a2x. “Podcasting is becoming increasingly important to connecting with our audience and we’re proud to be working with Triton to increase the distribution and reach that this partnership will provide,” said Midwest VP of digital Andrew Gille.
Triton had already been Midwest’s streaming audio provider for many years. John Rosso, president of market development for Triton Digital, said by expanding their deal into podcasting it will help Midwest not only simplify the creation and distribution of their podcast content, but also give the company access to “deeper insights” into their aggregate podcast audience.
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