The Digiday Podcast

Podcast's ad dollars may be growing, but Tenderfoot TV founder Donald Albright knows how cagey buyers can be. "Even though the numbers are steady, the advertisers are thinking: 'people aren't spending money, so I'm not going to spend money advertising to them," Albright said on the Digiday Podcast. Albright co-founded Tenderfoot TV —named before its pivot to audio — with filmmaker Payne Lindsey in 2016. The production company is behind true crime hits like Atlanta Monster and Up and Vanished. "For us, a company with 500 million downloads and six number one podcasts... they don't always just jump right in," Albright said about advertisers. The company's listenership hasn't suffered much from the disappearance of the commute — prime podcast listening minute— that many stakeholders feared. "When I look at our data, most of our podcasts are consumed on desktop or laptop, not in cars," Albright said. And he's optimistic about the industry's ability to create more jobs and attract the kind of top talent that in a p