Radio's future can be even better than its past. Making Waves, the new book by Mark Ramsey, can help any broadcaster navigate a world of endless competition. An action plan for the future plus expert advice from Seth Godin, Douglas Rushkoff, Joe Jaffe, and many more. Read the If Advertisers adopt Podcasting, where does that leave Radio?
From Radio World:
Car companies are using podcasts as part of their advertising, reports BusinessWeek.Volvo paid $60,000 for Weblogs to sponsor a blog and podcast for six months, the magazine reported. The audio program has been downloaded by users 20,000 times four months into the agreement.
Also, General Motors has begun "FastLane Radio," according to the report. The podcast features a PR person interviewing a GM executive about a new Pontiac.
Calling podcasting a threat to traditional media, Rishad Tobaccowala of Publicis Groupe Media said podcasting allows consumers to be their own programmers. "That will obsolete terrestrial radio for many advertisers," he told BusinessWeek.
Wrapped inside every threat is an opportunity.
The obvious question is this: Why can't Radio at the national level work with advertisers to create podcasts that can be distributed through radio station websites in conjunction with a buy which, of course, draws attention to those podcasts? The answer: We can! We should be encouraging this, not allowing it to be viewed as a threat.
Podcasting is to Radio spots as infomercials are to TV spots.
The purpose of Radio in this equation should be to promote the podcasts!
Hello, RAB, is anybody home?
TrackBack
TrackBack URL for this entry:
http://www.typepad.com/t/trackback/9344/2540339
Listed below are links to weblogs that reference If Advertisers adopt Podcasting, where does that leave Radio?:
» Podcasting is Ron Popeil for the Radio from The Work Better Weblog
Mark Ramsey at Radio Marketing Nexus nails the value of podcasting to business:
Podcasting is to Radio spots as infomercials are to TV spots.
I've used the informercial comparison before, I'm glad others see it also. The traditional model of comm... [Read More]
Podcasts as infomericals? Yeah - sign me up for that! I can't wait to open my laptop and discover a whole new world of 5 minute interviews with Corporate VPs of Marketing talking about their "latest greatest" thing I just "gotta buy".
Are you serious?
Here's a question. Has anyone EVER TiVo'd an infomercial?
Posted by: JEFF | May 31, 2005 at 12:08 PM
Yes, Jeff. Every time you TiVo American Idol.
In fact there are a bunch of corporate-sponsored podcasts out there now - and the proof is that they're being downloaded. En masse.
See this: http://www.businessweek.com/technology/content/may2005/tc20050525_8984_tc_211.htm
Posted by: Mark Ramsey | May 31, 2005 at 03:38 PM
Mark - I read the BW article and tried to listen to the Fast Lane Radio podcast.
Now, I've read your words many times about content content content. And I'm in agreement with you. But there is a difference between "sponsored" podcasts and "infomericals".
That Fast Lane PODCAST is and infomercial and it's the worst. It's self-serving and offers the listener next to nothing but 15 minutes of self-promotion thinly veiled as a talk show. I didn't know I needed or even wanted an "inside look" at Pontiac.
The novelty of it - I admit get's the juices flowing about the possibilities of the medium. But I can't say there's anything even remotely viral about that show. I can't see passing it on to friends and collegues or even telling them about it. I'd be embarassed if I had produced it.
SO the point is - WHY would a consumer CHOOSE to listen to that? And more importantly are they? I suspect most never got thru the first minute or 2.
BTW - I Tivo American Idol to time shift and commerical skip. How is that an infomerical? Checking my Tivo "recorded" and "To Do" list I notice a COMPLETE absence of "infomercials" for Ron Popel's Turnip Twadlers, Suzanne Summer diet plan - or Gunthy Ranker self help tapes. How bout you? How bout anyone?
Let's not let a neat new way to deliver audio content cover-up the fact that it has to be content people actually want to listen to.
FWIW - I've subscribed to Phil Hendrie's website and been downloading his shows and dumping them on the iPOD for a few years. It really IS about the content. I suspect no one will be downloading a 15 minute Tom Shane infomerical this lifetime.
Posted by: JEFF | May 31, 2005 at 04:58 PM
Jeff, you seem to think I believe the ONLY purpose of podcasting is as advertising. Not so. But that's one valid purpose. The best "Pod-ads" - the viral ones that people will enthusiastically download - will mix both content and message. And that, my friend is what American Idol does DURING the program, not in the spots.
Posted by: Mark Ramsey | June 01, 2005 at 05:26 AM
Mark ~
I was ready to bash ya hard on the "Podcasting is to Radio spots as infomercials are to TV spots" line, but after reading your latest comment, you seem to be more guilty of an error in semantics than sticking your foot in your mouth (again.)
You about got it right in your last comment -- it's the content that gets 'em. If the listener finds personal value in the content, they'll sit through comments about Pepsi and the new Ford truck. The logo on their screen won't bug them, and they may even listen to a commercial jingle during the download. BUT, the content must have VALUE to the listener.
I kinda-sorta-maybe think you almost get it.
Almost. Sort of...
You want the full scoop on my attitude and opinions on how radio can rule again? Get your folks to cast a vote for the ZombieRadio ChangeThis proposal:
http://www.changethis.com/proposals/450
Open-source ideas just waiting to be exposed in that Manifesto -- but I need ChangeThis to invite me to write it. Get me some votes, I'll get you some ideas.
Posted by: Ross Gaylen | June 01, 2005 at 06:06 AM
Well, I was browsing my TiVo now playing list last night, and my wife had TiVo'd two different infomercials over the past few days.
Why? I'm sure it is because they were products she was considering investing in, and she wanted to watch their sales pitch on her own time.
I think broadcasters hate commercials so much that they forget that listeners sometimes find value in them.
Posted by: Jim Kerr | June 01, 2005 at 09:13 AM
Jim - I'm very very sorry to hear that. ,-)
Mark - I don't think you believe ads are the ONLY good use of podcasting. I do give you way more credit than that.
I knee-jerked because, as Jim Kerr suggested - I hate commericals. I hate the idea that the first thing radio people can think about when exposed to a new content delivery method is how to deliver more marketing messages.
Posted by: Jeff | June 01, 2005 at 10:27 AM