Season 3 of "Serial" is coming.
Unfortunately, we just don't know exactly when.
Pandora Senior Vice President Lizzie Widhelm teased the new season of the wildly popular "This American Life" series as she explained to Cheddar why her company sees a ripe opportunity in what remains a very young platform for podcasts.
"We think there's a huge opportunity there to grow listener hours, make those makers happy and have something for advertisers," she said in an interview with Cheddar's Peter Gorenstein at the Cannes Lions festival.
But many obstacles must be overcome, among them the advertising model.
"Anything that's early has a non-scalable ad model," Widhelm said, referring to the relative newness of podcasts as a medium.
But the content offers real potential for advertisers, she said.
"There's a lot of consumers right now that are moving into podcasts and loving them because their identity is becoming so important to them.
"When you're listening to content that really resonates with you and is really personal to you, any ad that sits in that format is going to have a better chance of performing than an ad that's stitched into something that's just a mass broadcast."
Discoverability of podcasts is another problem. "What's broken with podcasts is not the audience; the audience is there, they love it," she said. "They can't find anything from a topical standpoint."
She added that Pandora was in a "pilot phase" of testing different topical shows.
As for the launch date of "Serial" Season 3, Widhelm said, "I can't tell you; Sarah will kill me," a reference to one of the show's creators, Sarah Koenig.
"But you'll know soon enough; it's gonna be great."
For the full interview, [click here](https://cheddar.com/videos/pandora-svp-lizzie-widhelm-on-state-of-advertising-for-audio).
Twitter is planning to pivot to video content, according to Reuters. Cheddar News explains how the tech giant looks to double down on video, creative and e-commerce strategies.
Whether it's a gym membership, a cell phone contract, or an extended warranty, getting locked into a bad contract can be frustrating and very costly. So we wanted to share some advice to avoid potential risks involved. Let's take a look.
Multiple U.S. owners of Hyundai's popular Ioniq 5 electric SUV have complained of completely or partially losing propulsive power, many after hearing a loud popping noise, the National Highway Traffic Safety Administration said Saturday.
Ford Executive Chairman Bill Ford told CNN's 'Fareed Zakaria that despite recent gains the U.S. was still not in a position to compete with China in the production of electric vehicles.
Global stock markets followed Wall Street lower Monday after the top U.S. diplomat met China's leader but the two sides gave no sign of progress on an array of conflicts.
Supergoop! is a skincare brand whose products are what the company says is 100% dedicated to sun care. Amanda Baldwin, CEO of Supergoop!, joined Cheddar News to discuss why sunscreen is important to add to daily routines. "What I love about this company is ... it really is based on scientific fact," Baldwin said. "90% of the signs of aging comes from the sun ... one in five of us will be diagnosed with skin cancer in our lifetime so making sunscreen a daily habit is probably one of the most simple things you can do for your health."
College enrollment rates for high school graduates in the U.S. has been on the decline since 2009. Sean Behr, CEO of Fountain a high-volume hiring platform, joined Cheddar News to discuss why high school graduates are benefitting from the value of attending a trade school, especially in today's economy.
