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Apple wants podcasters to start thinking about the holiday season, and not just because it would like to sell some iPhones and Air Pods as gifts. The company has sent out its annual advisory to podcasters looking to submit a new show to Apple Podcasts that the regular five-day approval process will be delayed during Thanksgiving and Christmas.

The company says delays are likely Nov. 20-30 and Dec. 23, 2020 and Jan. 2, 2021. “Shows submissions during these windows may not be available within our regular time frame of five business days,” Apple’s advisory said.

On the latest episode of Libsyn’s The Feed podcast, VP Rob Walch advised podcasts looking to make a splash with a new year release are best advised to put a new show’s trailer into Apple’s hands a lot sooner. He thinks Sunday, Nov. 15 is the latest a podcaster should submit the trailer episode.

“If you want to do a full-blown P.R. blitz for your podcast, then you really need to submit no later than Sunday, Nov. 15,” said Walch. “Every day after Nov. 15 increases your chances your show will not have propagated out to all the 120-plus apps that pull from Apple’s public directory,” said Walch. For new shows that just want to be live on Jan. 1, he said submitting a new show by Dec. 10 should give Apple enough time to approve the show and allow it to turn up on other apps. “Anything after Dec. 10 and you’re really pushing it,” he advised.