In an effort to up their audio games in 2022, a growing number of publishers plan to produce podcasts in partnership with other production companies and media organizations in an effort to stand out in an increasingly crowded field.
“At a minimum,” working with partners on podcasts is for cross promotion purposes, said Kathleen Osborn, vp of audio at Vice Media Group, who plans to work with more outside organizations and platforms to create podcasts this year. “The stronger… reason to do it is much more about being able to do more and do it better. I think it produces better work, and engenders a more collaborative approach to the audio offerings,” she said.
