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Distributor's Link Magazine Summer 2020 / Vol 43 No3


26 THE DISTRIBUTOR’S LINK Joe Dysart Joe Dysart is an Internet speaker and business consultant based in Thousand Oaks, California. A journalist for 20 years, his articles have appeared in more than 40 publications, including The New York Times and The Financial Times of London. During the past decade, his work has focused exclusively on ecommerce. Telephone: 631-256-6602; web:; email: PODCASTING: FOR FASTENER DISTRIBUTORS, KILLER MARKETING ON A SHOESTRING Amidst the wide array of highly sophisticated digital tools marketers are using to increase profits, a surprise – and decidedly low-tech – alternative is scoring big gains for fastener distributors: the simple podcast. Essentially a recorded spin-off of an old-timey radio show that features a host and maybe a guest or two talking on a microphone, podcasts are current the Next Big Thing on the Web, drawing millions of listeners. Says Jamie Spencer, owner,, a Web marketing specialist: “It’s a great way to grow your business, connect with other leaders in your space, deepen your relationship with your audience and much more.” Marketers have all sorts of theories about podcasting’s rabid popularity. The shows are eminently portable: You can take them with you to the market, to the gym, on a walk or in an elevator. And podcasts are eminently personal: While you’re listening to a podcast, you can completely tune-out the rest of the world. It’s just you and your favorite podcast host inside your headphones. No matter what underlying factors are propelling podcasting, the fact remains, it’s a medium on fire. Currently, there are 86 million podcast listeners in the U.S. alone – a number expected to grow to 132 million by 2022, according to Statista ( podcasting). GEAR FOR A BASIC PODCAST CAN COST AS LITTLE AS 0 PODCASTING IS A GREAT WAY TO CONNECT WITH YOUR CUSTOMER, ONE-TO-ONE And most of those podcast listeners are the kind of audience advertisers pursue aggressively. According to the 2018 Podcast Trends Report (, 41% of podcast listeners who tune in at least oncea-month make more than ,000 annually. Moreover, podcasts apparently have a way of making the advertising that’s aired on shows easy to remember. Nearly half of podcast listeners surveyed say they remember the ads they hear during the course of a show, according to Nielsen ( But perhaps most telling is that Big Money has moved into podcasting Specifically: Last year, online music service Spotify announced it had allocated 0 million for podcasting, which it planned to use for scoopingup ownership of podcasts it believes promise the greatest returns. The good news for fastener distributors – both big and small – is that virtually anyone has the ability to ride the podcasting wave. Granted, your fastener distributorship’s podcast may not become one of the Top 100 podcasts in the U.S. overnight ( CONTRIBUTOR ARTICLE CONTINUED ON PAGE 108


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