A Case For Podcasting Now

Here's the choice: support a medium where a company could reach an audience where 100 percent of them have an interest in the company's products, or keep tossing money into mediums where 98 percent of the audience sees the message as an intrusion. That's how moderator podcasts as a test. When we saw the adoption shoot up, we started launching others. We now have 8 separate feeds with a million downloads a month. This is under way for us to meet you where you are. If we don't have a clear one-to-one relationship with our viewers, our sustainability is in question. Delicious and tagging. Burkett observed that the motivations for early advertisers on podcasts has been to do it, just to do it. Costs are much lower, and calculated by the download. Podcast users tend to be early adopters, a group that advertisers love to target. On the topic of monetizing podcasts, Green doesn't think a lot of podcasters will succeed at doing so. For BusinessWeek, podcast sponsorships could be offered as part of an advertising package. Green made an interesting observation about listeners and devices. She said about 50 percent use the PC to listen, and the remainder use iPods and other media players. That indicates, at least for BusinessWeek, portability is not the deciding factor in subscribing for a podcast. In making the case to do a podcast, Burkett offered an opinion on time-shifting as a selling point for advertising. He said people are time-starved, and that makes podcasting more valuable than television because the consumer just isn't in front of the TV as they have been in the past. Add to document.write("Del.icio.us") | Yahoo! My Web |