Why media companies are pushing podcasts at SXSW ‘Trojan-horse style’

Some media companies plan to put the spotlight on their podcasts at SXSW next month by hosting multi-day programming, consumer activations and networking events for clients in a bid to land business from new advertisers this year.

And after a tough 2023, media companies are hungry for new podcast advertisers given ad slowdowns, stiff competition and other challenges in the medium.

iHeart is hosting its annual podcast awards live at SXSW for the first time. Vox Media is hosting a three-day-long podcast-themed stage at the event. And podcast company Sounds Profitable is hosting a podcast-oriented summit within SXSW. But right now, these are separate efforts by each of the podcast publishers, compared to a unified, dedicated podcast track.

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