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Volume 25 No. 210
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Driver Ryan Blaney Seeing Success With Podcast As Part Of NASCAR's Digital Push

NASCAR driver Ryan Blaney this year began hosting his own podcast, and the show has "gained momentum" this season, according to Max Willens of DIGIDAY. Blaney's "Glass Case of Emotion" has "gotten over 1 million listens" this season, including 200,000 "in the final month." Blaney co-hosts the show with former Miss Sprint Cup Kim Coon and NASCAR personality Chuck Bush on the AudioBoom platform. The show is "part of a plan inside of NASCAR digital to roll out more driver-specific digital content initiatives as a way to grow the sport’s audience and its digital media footprint at the same time." NASCAR Digital Media Managing Dir Tim Clark said, “We knew right away that talk about the nuts and bolts of the sport had to be kept somewhat at a minimum." Willens noted Blaney "isn’t the first driver to get behind the mic," as Dale Earnhardt Jr. also hosts his own "Dirty Mo Radio" podcast, housed on DaleJr.com. But “Glass Case of Emotion” is "different in several key ways." In addition to the fact that it "mostly eschews talk about the day-to-day grind of the NASCAR season, it has gotten enthusiastic support from NASCAR’s digital channels and its teams." Around six racetracks, including Daytona, Richmond and Talladega, have "dedicated wall space on their tracks to promoting the show." Video portions of the show are "broadcast on Facebook Watch and YouTube" (DIGIDAY.com, 11/2).