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The number of podcasts I listen to has mushroomed the past several years. Shortly ago, it seemed like half of them were brimming with Blue Apron sponsorship ads

The number of podcasts I listen to has mushroomed the past several years. Shortly ago, it seemed like half of them were brimming with Blue Apron sponsorship ads bordering on "Two Starbucks on every corner". Thankfully that's stopped, and now I know why. Perhaps their ad push didn't work as intended and/or expected. [Of course, the new ad blitz is for someone else.] Personally, I'm currently just not one of their target markets although on paper I probably should be. If/when I move further away than 1 block from a grocery store [I lucked out, a lot], and/or want to eat more complicated prep-time food, and/or have less time or ability to shop for ingredients [and somehow a simple grocery-delivery service just won't cut it] for some ever-increasingly complicated prep-time food, I'll might see the light.

rtpg 8y ago
If i didn’t listen to podcasts I’d have no idea the electric toothbrush market is so big The target market for this stuff feels so slim. Either you’re in this “too time constrained to shop, not too time constrained to make food at home” sliver, or in the “don’t want to menu plan” market. In the latter, you pay for this menu planning value add with, what, 30% surplus on the ingredients? Only to be replaceable by a recipe app, basically
- SlowRobotAhead 8y ago
  >If i didn’t listen to podcasts I’d have no idea the electric toothbrush market is so big Made me laugh. I agree. I have yet to figure out what’s wrong with the Sonicare, seems great. Luckily I listen to podcasts (mostly electronics) that don’t do inline advertisements. When I hear them in other shows I can usually tell they are coming with the awkward segue that seems to be common MO.
  - krrrh 8y ago
    Quip toothbrush seems like it was born out of a pitch based on flashing the Dollar Shave Club exit numbers in front of a wide-eyed VC. Honestly hard to understand how they can compete with cheap knockoff sonicare heads from Amazon, but they’ll spend a lot of money finding out.
- whywhywhywhy 8y ago
  Never understood it personally, maybe it's just the city I live in but the shopping part is the least tedious part of cooking for me and getting a package delivered successfully in my city is way higher stress wise than any ingredient shopping and besides I'd still have to go to the supermarket anyway for house things, essential and alcohol anyway.
lozaning 8y ago
Seems like 90% of my media consumption these days is somehow sponsored by Ziprecruiter.
- drdeadringer 8y ago
  Actually that's the same for me at the moment. At this snapshot in time, ZipRecruiter would be the "someone else" the ads blitz I mentioned has switched to.
shostack 8y ago
This is something I'd love to see more analysis of actually. They and other brands (especially all the online mattress and furniture brands now) are heavy on podcast advertising. Podcasts are trying to charge fairly high CPMs these days (I've seen rate cards approaching $75). Analysis I've seen says that typically it's really just high LTV advertisers who can make the numbers work, which means high initial price point or a sticky subscription typically. So the question is, was Blue Apron's podcast advertising effective at driving revenue? Or was it just not effective enough for the growth needs of VC-backed expectations? I'd love to find some analysis of the duration of advertisers' flights on various podcasts to see if it shows any trends towards growth or decline in that channel.
- cerved 8y ago
  I live in the other side of the world and I've heard of blue apron so it does something

rtpg 8y ago

If i didn’t listen to podcasts I’d have no idea the electric toothbrush market is so big The target market for this stuff feels so slim. Either you’re in this “too time constrained to shop, not too time constrained to make food at home” sliver, or in the “don’t want to menu plan” market. In the latter, you pay for this menu planning value add with, what, 30% surplus on the ingredients? Only to be replaceable by a recipe app, basically

SlowRobotAhead 8y ago
>If i didn’t listen to podcasts I’d have no idea the electric toothbrush market is so big Made me laugh. I agree. I have yet to figure out what’s wrong with the Sonicare, seems great. Luckily I listen to podcasts (mostly electronics) that don’t do inline advertisements. When I hear them in other shows I can usually tell they are coming with the awkward segue that seems to be common MO.
- krrrh 8y ago
  Quip toothbrush seems like it was born out of a pitch based on flashing the Dollar Shave Club exit numbers in front of a wide-eyed VC. Honestly hard to understand how they can compete with cheap knockoff sonicare heads from Amazon, but they’ll spend a lot of money finding out.
whywhywhywhy 8y ago
Never understood it personally, maybe it's just the city I live in but the shopping part is the least tedious part of cooking for me and getting a package delivered successfully in my city is way higher stress wise than any ingredient shopping and besides I'd still have to go to the supermarket anyway for house things, essential and alcohol anyway.

lozaning 8y ago

Seems like 90% of my media consumption these days is somehow sponsored by Ziprecruiter.

drdeadringer 8y ago
Actually that's the same for me at the moment. At this snapshot in time, ZipRecruiter would be the "someone else" the ads blitz I mentioned has switched to.

shostack 8y ago

This is something I'd love to see more analysis of actually. They and other brands (especially all the online mattress and furniture brands now) are heavy on podcast advertising. Podcasts are trying to charge fairly high CPMs these days (I've seen rate cards approaching $75). Analysis I've seen says that typically it's really just high LTV advertisers who can make the numbers work, which means high initial price point or a sticky subscription typically. So the question is, was Blue Apron's podcast advertising effective at driving revenue? Or was it just not effective enough for the growth needs of VC-backed expectations? I'd love to find some analysis of the duration of advertisers' flights on various podcasts to see if it shows any trends towards growth or decline in that channel.

cerved 8y ago
I live in the other side of the world and I've heard of blue apron so it does something