A public sphere, on-demand: an assessment of local podcasting

ABSTRACT Commercial radio is slow to join the growing podcasting industry, particularly at the local level. This study documents attempts by radio stations to create and sustain local podcasts. A sample of 482 stations from across the United States was analyzed for podcast availability. Nearly two-thirds of stations offer no podcasts at all; less than 20% offer more than one. Podcast offerings were most present in the largest markets or as a product of the largest radio companies. These results build upon previous research on the shrinking local-radio public sphere, and point to a similar disinvestment based in entrenched, revenue-driven mind-sets.