Forbes Expands Its Audio Reach by Bringing 4 Shows to PodcastOne

Teams up with industry veteran for more biz talk

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After testing its Women@Forbes podcast series on its own properties for the past few months, Forbes has decided to ramp up its efforts in the space. The business publication is announcing today a deal to join PodcastOne, which was launched three years ago by radio industry veteran and Westwood One founder Norm Pattiz.

Los Angeles-based PodcastOne includes more than 200 programs hosted by the likes of Adam Carolla, Stone Cold Steve Austin, Snooki, Larry King and Laura Ingraham. Now, there's more business talk coming to the mix, perhaps aided by a little rosé in France. 

"I met [Pattiz] at the Lions advertising festival in Cannes this year," said Lewis DVorkin, Forbes Media's chief product officer. "I learned of the reach of the PodcastOne platform—audio reach, its advertising platform and its technology. Their whole DNA is about individual artists creating content. Contributors are their version of artists. It's the proper marriage of like-minded cultures. PodcastOne, which grew out of radio, could produce, distribute and monetize podcasts in a way that we weren't doing at scale."

A quartet of Forbes programs about business, women and tech will debut on the network in early October. Produced internally at Forbes in recent months, they are called The Limit Does Not Exist, Mentoring Moments, The Premise and Hiding in the Bathroom. DVorkin seemed to predict that his company would see plenty of ad revenue from the agreement with PodcastOne.

"The opportunities for brand advertisers range from reaching an audience that's showing an interest in the audio format to delivering a brand's messaging in new and compelling ways other than a display ad," he said. "We can integrate a brand message throughout the show in a way that you can't do via text and with the assistance of the host of the show. The way that PodcastOne works, the brand can get interesting data on who's listening, what they're listening to and when."

And, the deal promises more content to come. The companies plan to collaborate on podcasts about video gaming, sports, tech, hip-hop and more after initially launching with the aforementioned foursome of programs. 

Pattiz, who is about as effervescent as any 73-year-old businessman could possibly be, appeared excited about bringing Forbes into the PodcastOne family.

"We've had a lot of 'Oh, wow' moments … none bigger than this," he said. "An exclusive podcast partnership with Forbes is a very big deal for our network."

His network appears to be expanding into business coverage. Before Forbes, PodcastOne programs on the subject were limited to a few titles like  WNYC's Money Talking, Advanced Selling and Clark Howard: Money Talk. 

Meanwhile, the podcasting industry continues to gain momentum. Check out Adweek's special digital section, a series of informative stories about the new golden age of audio. 

@Chris_Heine Christopher Heine is a New York-based editor and writer.