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What's Behind the Branded Podcasts That Don't Sound Like Ads

This story appears in the June 2016 issue of Entrepreneur. Subscribe »

Podcasts will attract 98 million sets of ears this year -- double the number from 2009. But their ads are supereasy to skip. Four ex-radio producers formed Pacific Content to fix that problem: They create branded podcasts for companies such as Slack and Shopify, which are so good that listeners won’t treat them like ads. Its founders explain how:

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Steve Pratt: “The future of the media business is teaching brands to act more like media companies. When Serial came out in 2014 and podcasting rose, we realized there’s a massive market void in branded content.”

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