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  • Brands have become popular podcast producers
  • Brands have become popular podcast producers
    EventPhotosNYC, Creative Commons (2015) ©
CASE STUDY

GE – The Message: a chart-topping branded podcast

In late 2015, The Message knocked podcast royalty This American Life off the top of the iTunes charts. The eight-part series – from GE – attracted over a million listeners, becoming the most successful branded podcast to date. But why were people tuning into what’s essentially a long-form ad?