iHeartRadio Embraces Talk

Clear Channel's iHeartRadio is now trying to gain new listeners by embracing talk.

According to adage.com, iHeartRadio Talk is offering listeners thousands of "audiosodes" from The Huffington Post, Mashable, Ryan Seacrest, Wall Street Journal and Univision as well as ABC shows including "Good Morning America," "Jimmy Kimmel Live" and "The View." The service will also include "Daily Pulse," a customizable talk channel.

Like its custom music stations, which were introduced in 2011, the talk service will let users indicate their preferences as tracks automatically play by hitting a "thumbs up" button or "thumbs down" to skip to something else. Unlike with music, however, talk listeners will be able to rewind and won't face limits on the tracks they skip.

Talk radio is still a big part of terrestrial radio's appeal, making up 16% of all listening on Clear Channel stations, according to the company. Spoken word formats have an 11.4% share of the overall radio marketplace, according to Arbitron's 2013 "Radio Today" report.

Talk radio listeners are a loyal group that think of hosts as friends, said Brian Lakamp, president of digital, Clear Channel Media and Entertainment.

"It's a terrific environment for advertisers," added John Hogan, chairman and CEO of Clear Channel Media and Entertainment. "Product can be weaved into a show, making it less like a commercial, and more like testimonials from hosts they trust." added John Hogan, chairman and CEO of Clear Channel.

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