Today, the brand rolled out its first episode of “Fortune Unfiltered,” a weekly 30-minute podcast that will include in-depth interviews with some of the most notable thought leaders in business. The conversations will focus on the leaders themselves and what makes them tick. Whether its personal anecdotes about growing up, what inspires them or what personal or professional influences have shaped them over time, nothing will be off limits.
Aaron Task, Fortune’s digital editor, will host the weekly program. Its first episode includes interviews with MLB commissioner Rob Manfred, GE vice chair Beth Comstock and VaynerMedia founder Gary Vaynerchuk.
Podcasting has emerged as a popular platform for media companies over the past couple years, but it’s often an afterthought when comparing it to video. However, Task tells Folio: that even though video has countless perks, podcasting offers the brand something video can’t.
“The nature of conversations on the podcast is both more casual and longer than you’ll typically find — or users typically want — on video,” he says. “Even the most seasoned executives tend to be more guarded when a camera is rolling and the hope with 'Fortune Unfiltered' is people get so engrossed in conversation they forget there’s a microphone."
Fortune teamed up with DGital Media to produce and distribute the podcasts. Listeners will have the ability to download the podcasts on Fortune.com and other platforms including iTunes, Google Play, Spotify, Stitcher, TuneIn and others.
DGital’s chief content officer, Chris Corcoran, adds another reason why podcasting was a choice option for this program. “Audio can be accessed anywhere; at home, working out, commuting, in an office,” he says. “It’s why all forms of audio continue to be not just the most accessed medium, but the fastest growing medium in the digital space. It is an intimate experience, there is no need for a video feed, no need to do anything other than download, put on headsets on any device, and enjoy.”
“Fortune Unlimited” debuts with two launch partners out of the gates — Blue Apron and The Great Courses. The ad units will be a combination of prerecorded brand messages and on-air spots with Task.
“Podcast listeners tend to be highly engaged and that is incredibly attractive to sponsors,” Task says. “This kind of [advertising] support is a testament both to the power of the Fortune brand and the appeal of podcasting to advertisers in an increasingly fragmented media landscape.”
This article first appeared on min.