iHM's Pittman On Why Audio’s Hot Again

Ross Kaminsky

In a wide-ranging radio interview broadcast Friday, iHeartMedia CEO Bob Pittman talked about the company’s podcasting strategy, how smart speakers will boost at-home listening (it’s already a double-digit percentage of digital radio listening) and why audio is suddenly hot again. The 30-minute Q&A also provides a peek into the CEO’s personal life.

Speaking with Talk Radio KHOW 630 AM Denver morning host Ross Kaminsky, Pittman compared the podcast audience to the roughly 10% of online Americans who click “read more” in a news story.

“Podcasting is to talk radio and information on the radio as streaming was to music on the radio,” he said. “It’s a perfect place to get more in depth, get more control and add to it.”



With iHeart’s purchase of podcast publisher Stuff Media narrowing the gap between it and NPR, iHeart will strengthen its leadership position as commercial radio’s top podcaster, Pittman said.

More than merely time-shifting their radio shows, many of the broadcaster’s top hosts have introduced new, original podcasts unrelated to their radio show or, in the case of Bobby Bones, an entire podcast network. “The audience already knows him, they trust him, they want to hear his perspective and get some depth on things that he doesn’t have time to get into on the air.”

InsideRadio reports the company’s ambitious podcast stance has also produced original shows with talent outside radio, including programs from actress Anna Faris, New York City real estate mogul Barbara Corcoran and author, columnist, businesswoman Ariana Huffington.