‘Holding the winning ticket’: Ira Glass admits podcasting is riding an advertising ‘bubble’

Glass: Podcasting is in a bubble which we will have to ride out.

Podcasting is in a “bubble” in terms of the amount of advertising dollars being ploughed into it, according to the man behind the popular This American Life radio show and podcast, Ira Glass.

“It’s a bubble and we’re going to ride out this bubble,” he told an audience at SXSW in Austin overnight, saying CPMs were “$50 or $60” for their shows, far outstripping the traditional radio model.

He added: “Really serious journalism people are having such trouble surviving and we happen to be holding the winning ticket, and because of podcasting we have all this money, suddenly.”