Podcasting faces a chicken-or-the-egg problem: Are there not enough advertisers for podcasts, or not enough podcasts worth advertising on?

Advertising remains a major challenge for podcasting, and many brands are still unwilling to spend money on podcasts. The Wall Street Journal reported last week that advertisers are expected to spend $35.1 million on podcast advertising this year, but the lack of audience measurement tools remains a big problem. Nicholas Quah says these current challenges might not be a bad thing, because it will make podcasts better in the end: “Taking the time to ‘play around and figure out what works’ is quite possibly the most important thing to do right now. The last thing the industry should want is to unthinkingly push for growth.”

+ Earlier: Tow Center’s Vanessa Quirk says for most news organizations, podcasts aren’t about turning a profit because making a high-quality podcast and making a profit are likely not compatible

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