Launchpad and Edison Aim for Podcast Currency

Launchpad Digital Media - which delivers more than 90 million podcast downloads a month - has partnered with media specialist Edison Research to launch what it describes as 'standard metrics' to measure podcast audiences.

Edison conducts survey research for radio stations, TV stations, newspapers, cable networks, record labels, Internet companies and other media organizations. Through the partnership, the firm will collect and audit data from all Launchpad podcasts and generate monthly figures to show the scope and growth of the audio platform.

Launchpad President Kit Gray comments: 'The podcasting space is growing at an enormous rate, but until now, advertisers lacked the in-depth audience measurement tools available to them with more traditional forms of media. Podcasters will now be able to quantify their audience in a language familiar to the advertising community.'

Edison Research President Larry Rosin says he believes the metrics will further legitimize podcasting for advertisers, and help emphasize its 'growing prominence' as a platform through which listeners can consume and control their content.

Web sites: www.launchpaddigitalmedia.com and www.edisonresearch.com .