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Ever since Serial burst onto the scene last year, becoming the first true podcast hit, more advertisers have been paying attention to a medium that is, in fact, 10 years old.
And perhaps no advertiser has reaped the benefits like email-marketing service MailChimp, which became almost as big a hit as Sarah Koenig's weekly dive into the true-crime murder case of Adnan Syed.
So, when Serial returned last week for its second season, listeners expressed their delight about once again hearing the now famous 20-second callout in which a young kid mispronounces the name "MailKimp."
I love that @Mailchimp