Bethany McLean and Jacob Weisberg from Pushkin Industries and Marshall Williams from Ad Results Media talk with Recode's Peter Kafka in front of a live audience at South by Southwest.In this episode: How podcast advertising works; why Weisberg is interested in experimenting with podcasts you have to pay to hear; why McLean got into podcasting after 25 years in print; why are direct response ads so common and will they go away?; is podcast advertising propped up by a bubble?; how podcasters could screw up their good ad business; the importance of standardizing what a podcast "download" is; does more specific measurement endanger the quality of the work?; how easy is it to make a living from podcasting?; exclusive podcasts; podcasting in China; and the future of podcast metrics.Thanks to Microsoft Azure for sponsoring this episode. Get started with a free account and 12 months of popular free services at Azure.com/trial today. Learn more about your ad choices. Visit podcastchoices.com/adchoices