# In a contributed article, Professor Michelle Greenwald examines the growth of podcasts and their effectiveness as a marketing vehicle

1 Faculty News October 4, 2018 ![Forbes logo](/sites/default/files/styles/246w/public/assets/images/con_030508.jpg?itok=SId6k3bx)>

Excerpt from [Forbes](https://www.forbes.com/sites/michellegreenwald/2018/10/04/why-podcasts-will-continue-to-grow-why-its-great-for-brands/#73183de8205f) -- "For those brands that have not already jumped in, it might be worth a try. The content needs to add value to consumers' lives or it won't be worth their time to listen. If the content does add value and engage the target, a branded podcast can be a real win."

[Read more](https://www.forbes.com/sites/michellegreenwald/2018/10/04/why-podcasts-will-continue-to-grow-why-its-great-for-brands/#73183de8205f)