alex bloomberg is the cofounder and ceo of gimlet media.ice president of on-demand content. creator and cohost of radio lab and more perfect. i am pleased to have them all. let me begin with this. explain to me the rise of podcasts. how did this thing come into being? wasn't filling a need -- was it filling a need or creating a need? alex: i am a public radio refugee and i still live in the world of public radio. for me it feels like we're making a show for 10 years and suddenly the podcast app, you could carry on the phone, and it blew up. it was baked into smartphones and i think that really launched things. now we have companies that are making it feels like the world is expanding. charlie: everybody i know was thinking about it. >> it is a very easy barrier for entry but it is still accessible for people in the same way that blogging was 10 years ago. it is a way for people to get right at you, right in your ear, nothing between the two of you. it is what they say it is very intimate and it gives you a close touch point. i think that ha

at gimlet, my company, we'll take the same story-based approach to the ad and you have a connection with the listener. it's a way of humanizing brands. they're very effective. >> charlie: what changes are underway now? now that it has legs and has growth and now that it has traction with the american public, how is it changing? how is it evolving? is it offering more voices in a variety of formats? >> i think we're at the beginning of the next golden age of audio. if you think of audio in the old days before television and people sat around their radios and you think of all the talent that came from the radio back then, orson welles and luciel ball and now with on demand you have a flourishing happening. you talked about fiction. i think fiction is going to be huge. we launched a fiction show called "homecoming" that's done very well. >> charlie: most people consume by mobile devices? >> and a lot of people multitask too. >> they go walking, doing the dishes, gardening. you don't need your eyes. that's the great advantage. >> something you can do on your phone while your phone's in your

. >> but this is happening more and more gimlet media, a whole series of podcast producers -- >> youould have brought all this -- this is like me telling you about dynamite >> we're all just learning a little bit. >> we all have our own role to play >> was did you pigeonhole me into shopping >> breast feeding and shopping are my fields of expertise >> that's not what i meant you know, i'll be like cam newton that's not what i meant. you're great at this don't get me -- i was not pigeonholing you into that at all >> sorry this is off-camera stuff working its way on >> you just had another baby, okay >> i did >> by the way, i am an expert at. >> you leave the set at the end of every segment, let's do the jumble where is she why did i ask. >>> and calstrs says they will support the nomination of nelson peltz to procter & gamble's board. the pension fund giant holds nearly 5.6 million shares of p&g. calstrs has been an investor with peltz's firm since 2011 he's going to join us. i hope you're ready for this >> very ready. very excited i've been talking to all sorts of people. >> october