Higher ed should look to limited series podcasts.

"And since that article was published, I haveseen more teams start to recognize and implement audio as an essential channel for embedding important ideas into the culture. University centers, institutes and nonprofits are launching shows, and some are even building podcast "networks." HigherEdPods, a community for higher ed podcasters, already counts 133 members, and its directory lists 1,205 podcasts from 210 colleges and universities. This is good, and it should definitely be happening."

"But the boom in podcasting has also created a new problem: It's increasingly a one-percenter's game. A small slice of shows capture most of the listening, and everyone else is left fighting over whatever attention remains. You can see this in higher ed's own backyard. Click over to the "Podcasts by popularity" tab on HigherEdPods and you're greeted mostly by celebrity science and psychology shows- Huberman Lab, The Happiness Lab, WorkLife with Adam Grant, No Stupid Questions-and by the usual institutional suspects, the Ivies, Stanford, MIT, and other major brands, at the top."

U.S. adults spend about 21 percent of their media time with audio, while brands devote only about four percent of ad budgets to audio. University centers, institutes, and nonprofits are increasingly launching shows and creating podcast networks; HigherEdPods lists 133 members and 1,205 podcasts from 210 colleges and universities. Podcasting success is concentrating: a small slice of shows capture most listening, forcing most creators to compete for scarce attention. Celebrity science and psychology shows and major institutional brands dominate popularity rankings, with occasional regional outliers. Top creators across formats capture a disproportionate share of engagement.

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