iHeartMedia is converting radio listeners to podcast listeners
As on-demand audio consumption rises and radio falls, few companies bridge the divide between broadcast and digital media in a meaningful way. iHeartMedia has made an active effort to compete in radio and podcasting. According to iHeartMedia Digital CEO Conal Byrne , the company’s strategy is to use radio advertising to convert radio listeners into podcast listeners — an example of intentional cannibalisation in audio.
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