As podcasts continue to grow in popularity, more journalists and major media brands are turning to the format. Behind much of the format’s growth is the embrace of native advertising — ads that reflect the tone of the podcast as hosts discuss products during their show or even report on brands as ad spots. Blurring the line between advertising and news has led to a clash between those coming from public radio and those coming from commercial radio. Regardless, evidence suggests that native advertisements are effective. Continue reading Podcasting Embraces Native Ads, Blends Story and Sponsors