that advertisers rely - on to target their adverts. and paul will know more i about how that might affect radio listeners, but in terms of online audiences, - you know, targeting is kind of the big cash cow- for the advertising industry, i and if someone like apple says you cannot track people any more and they need to optl in to be tracked or they are going to hide ip addressesl so nobody knows wherel their users sit any more, that is a huge problem for people who rely . on advertising, including massive companies likel facebook. yes, we will move on to iain and katherine in a second, but, paul, i want to ask you, how many subscribers do have to have to make it worthwhile? you know, we are not setting ourselves any sort of target and we think that this kind of leverage is quite a lot of what we do already. so it is a relatively inexpensive trial and innovation at this stage for an incredible consumer offer.
so can you envisage more radio stars copying what iain is trying? i think that the transition that radio, it is a wonderful world, radio into the wider world of audio, it is creating such a lot of opportunities for content creators to try new things. so i think what iain and katherine are doing will teach us all something about how to connect one to one with audiences and how to build loyalty, what works in that context and what doesn t, because this move towards greater personalisation and greater targeting is something, you know, that train has left the station and that is where we are all headed. do you have anyjobs, paul? that is a genuine question. well, thank you very much. i m sorry, we have run out of time. thank you very much to all of my guests today. that is it. madhumita murgia, european tech correspondent for the financial times, paul keenan, president of audio at bauer, iain lee, presenter of the late night alternative, katherine boyle, producer of the late night alternat
i think that is because, you know, the platforms like apple, for example, which controls so much of how we consume media nowadays, are becoming, kind of closing - their doors a bit more and becoming much more privacy conscious, - and actually closing off that - hosepipe of data that advertisers rely on to target their adverts. and paul will know more about how i that might affect radio listeners, i but in terms of onlinej audiences, you know, targeting is kind of the big cash cow for the advertising - industry, and if someone like apple says you cannot track people any l more and they need to opt in to be tracked or they are going to hide ip addresses so nobody knows - where their users sit any more, . that is a huge problem for people who rely on advertising, including i massive companies like facebook. yes, we will move on to iain and katherine in a second, but, paul, i want to ask you, how many subscribers do have to have to make it worthwhile?
no, i want to feed my kids and pay my bills and at the moment, this is the only opportunity to do it. and a lot of people have made it work really, really well. hopefully we can. paul keenan, the relationship radio listeners develop with presenters can be really powerful, and as you know, you have hired simon mayo, they are incredibly loyal. so can you envisage more radio stars copying what iain is trying? i think that the transition that radio, it is a wonderful world, radio into the wider world of audio, it is creating such a lot of opportunities for content creators to try new things. so i think what iain and katherine are doing will teach us all something about how to connect one to one with audiences and how to build loyalty, what works in that context and what doesn t, because this move towards greater personalisation and greater targeting is something, you know, that train has left the station and that is where we are all headed. do you have anyjobs, paul? that is a genuine ques