Gimlet has two core advertising products: Traditional advertisements, and branded content. Here’s how we define those two things.
The spots that you hear in Gimlet’s shows, that’s advertising. So, for example, the roughly two minutes of ads where the hosts of Reply All or the host of Mystery Show, say something to the effect of “This episode was brought to you by…”…that is our traditional advertising content.
Branded content is anything else we make for a brand or company. If, for example, Acme Inc. asks us to make a weekly podcast for them in which we interview Acme Inc. scientists and over which they have final creative control…that is branded content.
Gimlet hosts do not appear in branded content and Gimlet producers and journalists are not involved with the creation of branded content.
Gimlet Advertising Guidelines
The relationship between Gimlet Media and each individual advertiser is unique. That said, certain principles are universal. Here’s what we pledge to you, the listener, about our ads:
- You will always know when Gimlet hosts are reading advertisements on our Gimlet shows. You will hear special ad music, you will hear the hosts announce that they are about to read content brought to you by an advertiser. Also, the people we feature in our ads will always know they are being featured in an advertisement.
- Advertisers have no control over Gimlet’s editorial content. Gimlet will not make editorial decisions based on an advertiser’s wishes. Gimlet will not avoid covering topics that are sensitive to an advertiser. Our advertisers know this.
- We aim to make great ads that are enjoyable and relevant for listeners.
Gimlet Branded Content Guidelines
And here’s what we pledge to you, the listener, about our branded content:
- Gimlet will always disclose which brands we have partnered with to create branded content. The people featured in our branded content will always know they are being featured in content that is being created for a brand.
- Our branded content partners have no control over Gimlet’s editorial content. Our branded content partners do have creative control over the content they are paying us to produce.
- Make it good! We believe that all the content our company produces should be, well, really really good.
Q: Are Gimlet hosts and producers involved in creating the traditional advertising on the shows?
A: Yes. Gimlet hosts read the ads on our shows, and sometimes record interviews for the ads.
Q: So who makes branded content?
A: We have a separate team of writers and producers who work on branded content here at Gimlet.
Q: Why does Gimlet want to make branded content anyway? Why not stick with all journalism all the time?
A: We’re intrigued by the challenge and possibility of creating powerful and beautifully-told podcasts for brands. Ultimately, building parts of the business that generate revenue will enable our producers and editors and hosts to make the Gimlet programming our listeners enjoy. We want to put real time and resources into developing shows that listeners will love. Advertising and branded content make that possible.