Tag Archives: iPod

Edison Media – Podcasting 2010

Tom Webster, VP of Strategy & Marketing for Edison Research, recently presented the renowned company’s fifth annual study of American podcasting consumers at the Blogworld New Media Expo.  The presentation contained previously unreleased data from The American Youth Study 2010 conducted by Edison Research & Arbitron as well as the Edison/ADM Consumer Attitudes to Podcast Advertising Study 2010.
| Watch Presentation (63m) | Download Slides |

Here’s what you need to know:

  • Podcast consumers are highly engaged with social media
  • A majority listen to podcasts in their vehicles (through iPod or other MP3 connectivity)
  • Mobile Phone Media consumption is rising quickly, although most podcast consumers still prefer to get content on their desktop computers than dedicated media players
  • About 70-million Americans 12+ have listened to a podcast in the past year, that’s up slightly from last year to 45% of the population

The most important takeaway point Webster makes is the podcast audience is no longer just an “early adopter,” but now more closely resembles mainstream media consumers.

Dave & Geri in Grand Rapids are a great example of a highly successful morning show which has made the transition from traditional radio to on demand content.  Their daily “FunCast” now averages more than 40-thousand downloads per week and continues to grow.  Paul Poteet & Tom Davis in Indianapolis are another example with their “Off The Cuff” podcast in Indianapolis.

Get Rid of the Crappy Stuff

Mark Ramsey is one of my favorite people to follow on Twitter (@markramseymedia); not only does he blog with great insight about the media business, he also consistently links to fantastic articles from various disciplines.  Today, he turned me on to a great article by Carmine Gallo at FastCompany.com:  “Steve Jobs’s Strategy? Get Rid of the Crappy Stuff” (click here to read article).

This article is an excerpt from The Innovation Secrets of Steve Jobs, recounting advice Jobs gave new Nike CEO Mark Parker:  “Nike makes some of the best products in the world.  Products that you lust after.  Absolutely beautiful, stunning products.  But, you also make a lot of crap.  Just get rid of the crappy stuff and focus on the good stuff.”  Parker’s response was simply, “He was absolutely right.  We have to edit.”  In the context of Parker’s speech to the 2010 Innovation Uncensored conference, “edit” was used to address business decisions and focus on a smaller product line that can receive the full resources of a company rather than a wide array of products that become neglected.

The same business principal can be easily applied to the way we program a radio station, build a website, and produce a morning show.  Edit is a term we understand.  Edit is a term hammered into our brains from thousands of aircheck critiques.  Edit is something we program directors yell at the radio far too often.  It’s easier not to edit.  It’s even easier to lose focus and edit poorly.  PPM is forcing radio to re-learn this most basic and valuable skill … and learn when not to edit

Yes, it’s easy to improve ratings if we: Continue reading

Thursday Morning Reading

I realize this is a lazy way to update my blog; but, I’m doing it to both share a few things which look great and I plan to read in the morning: Continue reading

Radio’s not dead yet.

Arbitron today reports that radio reaches 235-million American listeners every week, up from 232-million in March 2007.  These results will be published in the RADAR 96 network radio ratings survey due March 25.

“The 7,200 RADAR Network-affiliates stations reach 82 percent of people 12 and older, and 84 percent of adults 18-34, 25-54, and 18-49.”

So, despite the repeated attempts from PR firms highly compensated by satellite radio and the cynicism of iPod fanatics, “terrestrial” radio is doing just fine thank you.  We just have to do a better job, as an industry, to get the word to the advertising community as well as enhance our perceptions among potential listeners.

Entercom Communications CEO David Field told analysts last month during the company’s earnings call,

Radio and its integrated capabilities offer far more horsepower today as a marketing vehicle than ever, particularly at a time when so many other marketing competitors face great challenges,” he said. “Radio has always had ubiquitous reach; now we also have a powerful arsenal of diverse marketing tools and increasingly creative marketing ideas for our customers.

Engaging Listeners & Making Money On Demand

eMarketer asks “Have you heard the latest about podcasting?” in a 2/4/08 article.

Podcasting reached an estimated 18.5-million listeners in 2007, with 6.5-million of those active weekly. That audience is expected to double by 2009!

Now, that’s encouraging for radio stations who offer podcasting so listeners can enjoy the unique content offered by your talent on their own terms. To steal a line from Field of Dreams, “if you post it, they will listen …” But, let’s be honest, it’s very time consuming to edit, render, and upload several audio files each day; so, it should be worth the effort.

This statistic will get your attention: Last year, advertisers spent $165-million sponsoring or advertising within podcasts. This year, podcasting revenue is expected to exceed $240-million in the United States alone. By 2012, some experts predict a podcasting of 65-million people, 25-million active weekly consumers, and podcasting ad revenue of $435-million!

eMarketer goes so far as to credit these increases, in part, to the use and promotion of podcasting by terrestrial radio. They also cite easier consumption, greater awareness, increased consumer adoption of portable media players, and new technology from smart phones and wireless data.

So, are you podcasting? Great! Who’s sponsoring it?


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