As The Spectator‘s podcast editor, I’m all for spending more money on podcasts. There are now six million adults in the UK who listen to podcasts, every week. If growth continues on that path, podcast listenership will be on par with total Radio 4 listenership in just another five years. With a trajectory like this, it’s no wonder that everyone wants in on the game.
Trade secretary Liam Fox is the latest to join the club. But it looks like he’s been too enthusiastic. The Department for International Trade podcast series – ‘Local to Global’ – is funded by the taxpayer and has cost over £100,000 to produce and promote. It has received fewer than 9,000 listens (that’s in total, not per episode). It was meant to encourage businesses to export globally with the dulcet tones of Apprentice star Nick Hewer. Fair enough. But with such appalling numbers, it means that DIT had essentially dished out £12.70
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