Mamamia wants to ‘own’ women’s ears as it cracks 2m downloads of podcasts
As women’s lifestyle website Mamamia eyes off further global expansion with its Flo & Frank brand, locally the company continues to find success with its podcast network continuing to gain popularity. Mamamia’s Mia Freedman and Kylie Rogers spoke to Mumbrella’s Miranda Ward about how they gained traction in the podcasting space.
Mia Freedman says she wants Mamamia to “own” the attention of women – and that’s not just their screens. At last year’s upfronts the publisher was open about its focus on owning women’s ears via its podcast network.
At the end of last year, the company said it was looking to quadruple its 1m podcast downloads to 4m this year as it grows the network to 16 shows.
It sounded like a huge target but in April Mamamia is already halfway there, cracking 2m downloads.
Bang on.
“On what is so attractive about podcasts, for women Freedman says it is because they are “very information hungry but time poor”.
The problem with podcast is that people might subscribe and automatically download but do they listen? I’m about 100 eps behind on all the ones I subscribe too. Admittedly Radio ratings have similar issues with books people fill.
It’s bad enough offending the eyes. Now all those poor ears…
My fav thing about the podcast app is clicking the +15 second button & skipping the ad’s!
Interested to read that Ms Rogers says the Facebook traction is high but the only (very small) interaction on the Frank &Flo page is from the MWN
I’m a podcastaholic! I subscribe to all the mamamia women’s networks & listen to them all! I love the funny, frank, real discussions!
Like Kim I am also a podcastaholic, I just can’t get enough of all the mammamia podcasts, I love them all! I especially love real Mumbrella posts!