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Podcasting: the Next Big Thing • TECH TALK • Podcasting: The Next Big Thing B Y D AVID V AN N UYS, PH .D. e-FocusGroups • Rohnert Park, CA • [email protected] odcasting is one of the newest kids on the media block. In less than a year, it has moved from grassroots revolution to corporate darling. In fact, things are moving so fast that any attempt to write an article such Pas this is doomed to be somewhat outdated by the time you see it. For example, Apple’s release of the new video iPod will likely have an impact on podcasting, but it is too early to know exactly what that impact will be. That may require a subsequent column in this space. If you haven’t heard of podcasting, you haven’t been paying attention. Podcasts offer the Scores of articles have appeared in the local, regional and national press, TiVo-like advantage of as well as well as a growing amount of television coverage. being able to listen to the content at one’s own convenience. 66 QRCA VIEWS SPRING 2006 www.qrca.org CONTINUED Podcasting: The Next Big Thing A Brief History that interests you, and then you can click on a You’ve heard of The Godfather, but have you “subscribe” button. heard of The Podfather? This is the playful Even more recently, Yahoo! has jumped moniker that has been hung on Adam Curry, the onto the bandwagon, creating its own podcast former MTV video jock who is widely credited directory (http://podcasts.yahoo.com). Don’t with sparking and spreading what can only be think this is just a directory, though. What it described as a grassroots media revolution. really represents is Yahoo’s bet that podcasting What is podcasting? Most simply put, it is a will be very important to their future. form of internet radio. I like to think of it as TiVo for your radio. More accurately, podcasts Podcasting Goes Corporate are MP3 files that can be found on the web and In the early days of the web, hobbyists and small either listened to directly on your computer in the entrepreneurs worried about what would happen form of streaming audio or downloaded onto an when the big corporations decided to get on board. MP3 player, such as the iPod (hence the name). Would the web become so dominated by the Podcasting is an outgrowth of blogging. As corporate presence that the little guys would get long as ten years ago, certain forward-looking lost? As it has turned out, the web has room for bloggers realized they could put audio files on both the small players and the big players, although it has become very challenging to stand out, with so many new websites coming online every day. A similar dynamic is playing out in the podcast If you haven’t heard of world. Currently, the bulk of podcasts are produced by “indies,” individuals who feel they have podcasting, you haven’t something to say or who crave an audience. Up been paying attention. to this point, a big part of the appeal of listening to podcasts is the chance to hear ordinary folks speaking plainly and without censorship — a welcome relief from the bland, repetitive and their blog sites. However, podcasting, per se, was boring sameness that traditional radio has born when Adam Curry and Dave Weiner (a mostly become. well-known internet pioneer) extended a scheme However, as well-funded corporate entities known as RSS (Really Simple Syndication) so enter the fray, the “indies” fear getting lost in that people could subscribe to podcasts in the the crowd. This has already begun to happen, same way that some people subscribe to blogs. with podcasts put out by traditional media This turned out to be a game-changing move of companies dominating the “most popular” major proportions. categories in directories such as those of iTunes Podcasting, as such, is still less than a year and Yahoo! old. However, it is estimated that between 5,000 Until now, the motivation for creating a podcast and 10,000 podcasters are already putting their was non-monetary. It was a hobby. That situation own internet radio shows up for others to listen is quickly changing, however. Podcasting is to. In terms of content and production value, becoming seen as yet another tool for reaching the quality varies widely. The variety of content, consumers in a highly targeted way. however, is already staggering. Just as websites At this point, the audiences for individual cater to every conceivable hobby, profession and podcasts are not large enough to command taste, an increasing proliferation of podcasts advertising revenue, but this picture will change cover the gamut from the latest Mac news to the in the coming months. For example, Adam Curry ramblings of truckers on the road to advice for and his partner, Ron Bloom, recently obtained new mothers, and more. $8.5 million dollars from Silicon Valley venture- How do you find out about and subscribe to capital funds. With that money, they have formed this burgeoning new world of podcasts? One way a company in San Francisco called Podshow. One is to download “podcast aggregator” software. of the ideas they are pursuing involves creating a A number of such programs are out there. Due large network of “indie” podcasters such that their to Adam Curry’s evangelism, however, Apple combined audiences create a pool of sufficient recently added a podcast category to iTunes. size to attract advertisers. You open up iTunes and go to the Music Store, Traditional media companies have been among where all podcasts are currently free. There you the first corporate entities to explore this new will find a Podcast category. You will see “cover medium. Not surprisingly, they were initially scared art” for some of the most popular podcasts. You by the surge of interest in alternative media, fearful can simply click on any podcast you see there of losing their franchise. Consequently, many QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 67 Podcasting: The Next Big Thing CONTINUED radio stations and newspapers are experimenting with their own podcasts. For example, the San Francisco Chronicle advertised in a recent print edition, “New Podcasts This Week… ‘On the Trail of the Zodiac Killer’ and ‘The Minds Behind ‘Dr. Atomic’” (www.sfgate.com/blogs/podcasts). The ubiquitous Adam Curry has a four-hour block on Sirius satellite radio in which his own Daily Source Code podcast is re-played and in which he also profiles other podcasts. He is determined to expand this four-hour block into at least a whole channel for podcasting. Similarly, San Francisco radio station KYOU (1550 AM) is also devoting a substantial portion of its daily programming to playing podcasts over traditional radio. According to a recent press release, Sprint has Interestingly, National Public Radio has been teamed up with Real Networks to stream podcasts very aggressive about jumping into podcasting, to cell phones. In another release, GM’s OnStar and a number of their top-rated shows out of system will be used to communicate via podcasts Boston, Chicago and Los Angeles are featured in to GM customers. Motorola teamed up with Apple the iTunes directory. NPR is not alone, though. to bring out the new ROKR phone that, incidentally, The aggressively for-profit Infinity Radio network can download podcasts from iTunes. already feeds its all-news-and-talk programming Oracle is among the latest companies to embrace to mobile listeners through podcasts. Clear Channel podcasting. Oracle will publish two 10- to 20- minute podcasts daily during its user conference for the ears of the software developers and database administrators who buy its products. Podcasting is coming to be IBM began offering podcasts from the investor seen as yet another tool for section of its website on the use of its technologies in automotive, retail, health care and other industries. reaching consumers in a Purina, a subsidiary of Nestle S.A., is supplementing highly targeted way. its traditional advertising with podcasts published every other week for veterinarians and pet lovers. They include interviews with vets and other experts on animal training, pet surgery, medical insurance and behavioral issues. And the beat goes on. is set to follow with its own live morning shows. Others have either already lined up or are stirring. Reportedly, Sirius Satellite Radio CEO Mel From Marketing to Market Research Karmazin has engaged in content-delivery talks It’s clear that marketers will increasingly flock to with Steve Jobs, his counterpart at Apple Computer. the podosphere in their pursuit of customers. But Political commentators have been quick to get what about market research? Will podcasting into podcasting. You will find podcast series by find a place in the market researcher’s toolbox? both Al Franken and Rush Limbaugh. And it’s Some market research consultants are already not just the political pundits who are podcasting. using blogs as a way of staying in touch with The politicians, themselves, are loath to be left current and potential clients. A way of relationship behind. Al Gore, John Edwards and Barak Obama marketing, their blogs keep readers informed of are among the podcasting politicos. Even President their own insights, of emerging cultural trends, new Bush’s speeches are currently available by podcast. research practices and so on. It’s safe to predict The next presidential election is sure to be rife that podcasts will be used in this way as well. with podcasts. Just as webcasting has become a popular way Major corporations are not far behind. Just as for companies and professional associations to no corporation today is without its website, the disseminate information and to develop/maintain day is not far off when the corporate podcast will relationships with their constituencies, so will be just as common.
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