Haymarket’s flagship advertising title will expand its audio industry coverage and add the British Podcast Awards to its portfolio

PodPod, the editorial brand focusing on the podcasting industry, is being merged into sister title Campaign.

The strategic shift reflects how podcasting has grown to become a key part of the wider audio advertising market.

Campaign will boost its coverage of the audio and podcasting industry and add the British Podcast Awards (BPAs) to its portfolio and PodPod will no longer exist as a brand.

Haymarket Media Group acquired the BPAs in 2022 and has continued to build on their success — attracting more than 1,000 entries for the 2023 awards last September.

Campaign and PodPod have also teamed up to launch a number of other events in the audio and podcasting space.

These include the Podcast Advertising Summit, which took place last month with a stellar line-up of speakers including Gary Lineker, Alastair Campbell, Steph McGovern and Marina Hyde, and the Audio Advertising Awards, which will take place later this year.

Campaign will now take full control of these events as well as the BPAs.

Adam Shepherd, the award-winning editor of PodPod since its launch in October 2022, will move to a new dual role as head of podcasts for Haymarket Business Media’s marketing and communications division and editor of the BPAs.

As part of his new role, Shepherd will oversee the BPAs and write a regular column on the audio and podcasting industry for Campaign.

Gideon Spanier, UK editor-in-chief of Campaign, said: “Podcasting has moved from a niche medium to become part of the audio advertising mainstream, so merging PodPod into the Campaign brand is a logical step.

“We are proud of everything that PodPod has achieved and thank everyone who has supported the brand.

“The Campaign team are looking forward to expanding our coverage of the vibrant audio and podcasting market and championing the sector through the British Podcast Awards and other brilliant events.”

Campaign has been investing in podcasts as part of a multi-platform strategy that has driven double-digit growth in digital subscription revenues since the pandemic.

In addition to the Campaign Podcast, the HBM marcomms division produces a growing number of podcasts, including PRWeek’s Beyond The Noise, Performance Marketing World Unlocked and the Media Week Podcast.

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Notes to Editors 

About Haymarket Group

Haymarket Media Group is a privately-owned media, data and information company, shaping a better future with remarkable content for specialist audiences across the world. The company has 1,300 employees across offices in the UK, US, Canada, Hong Kong, Singapore, India and Germany.

Haymarket’s portfolio consists of more than 70 market-leading brands including Campaign, Third Sector, What Car?, MyCME and Asian Investor.

Through live, digital, print, education, data, tech services, video and audio, Haymarket’s brands inspire, inform and empower clients and communities internationally.

www.haymarket.com.

Media Enquiries: Tara Geoghegan, Communications & Impact Manager, Haymarket Media Group, [email protected]