Apple's announcement last month that its customers had subscribed to more than a billion podcasts in the eight years since the medium's iTunes debut may have taken some by surprise...
Goldstein remembers that he was amazed at how many advertising techniques that used to be successful ten or 15 years ago just weren’t cutting it anymore. “I just couldn’t believe how good people had gotten at ignoring advertising of any kind,” Goldstein says.
He tried using print, banner, and outdoor advertising to drum up business for Hover, and was just not having any success. At one point, he was approached by technology podcaster Leo Laporte who was a fan of Hover and wanted to promote the product on his show. Laporte’s heartfelt promotion of Hover made a nearly instantaneous impact on their business. “There’s Hover before that placement, and there’s Hover after that placement,” says Goldstein. “Our business just took a giant step forward.”
Since that time, Goldstein has stepped up his advertising via podcast, placing ads with Dan Carlin, Joe Rogan, and others, arguing that it’s the single best way he’s found to break through an advertising-saturated culture and capture the attention of potential customers. “It’s really about the relationship between the podcaster and the audience,” says Goldstein. He’s even found that listeners are actually grateful to the company for sponsoring their favorite programs. “You never get somebody grateful to the Ford Motor Company for sponsoring ‘Two and Half Men.’”