Tag Archives: Podcast

Podcasting for Higher Ratings

Stan Main

Stan Main of The Randy Lane Company

Arbitron‘s PPM has created many questions for personality-oriented shows who podcast, or want to know if they should podcast.  The answer is yes, but it must be done carefully in order to receive proper electronic measurement credit.  Stan Main of The Randy Lane Company has done the research and clearly outlines how to podcast in PPM (and diary) markets to receive proper, or even additional, listening credit.

Important – note the different criteria to receive PPM credit for “Best Of” programming.  It’s additional work to repurpose content for podcasts and Best Of separately; but, don’t you think the extra Cume & TSL is worth it?

For detailed explanations of these tips, be sure to visit The Randy Lane Company blog here.  Some highlights:

  • Don’t podcast entire shows or entire hours.  Re-package your best content into short podcasts of about 5 minutes in length.
  • Podcasts won’t take you from worst to first.  Podcasting currently makes up less than 1% of all measured listening.
  • Your podcast should come from your encoded air signal, not your encoded internet stream.  Don’t edit your podcast.  It must be the (5-10 minute) segment as broadcast.  Do not edit.
  • Best Of segments must come from a source before the PPM encoder.  Best Of segments can, and should be, edited.
  • Podcasts must be listening to by a PPM panelist within 24-hours of broadcast to receive credit.  So, promote the content actively on social media, email lists, on air, etc.  Make sure it’s worthy of a listener’s time to download.  If they don’t like the first podcast or two they download, they will decide it’s not worth the effort in the future.
  • In diary markets, if a listener just writes down the name of your station or show, you get listening credit.  If they write “.com” or “podcast,” you don’t get credit.

These critical tips were provided by The Randy Lane Company

.  I highly recommend visiting their blog for an explanation to each of those tips, and other suggestions not listed here.  The better you understand Arbitron’s methodology, the better chance you have of beating your competition.  Every detail counts!  Good luck.

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.

Social Media’s Weatherman

This morning, severe weather including high winds and tornados are passing through central Indiana.  Local TV has, of course, jumped on the opportunity to show off their high priced radar toys.  Radio, for the most part, will quickly fit the latest information over the intro to a Lady Gaga song (except when the EAS requires longer interruptions).  But, some of the best local weather coverage will come – surprise – on the web.

Paul Poteet, a well respected national meteorologist and veteran of Indianapolis TV & Radio, is providing real-time updates via his Twitter/Facebook – including quick replies to specific local weather questions from his fans.  His website features the latest forecast, warnings, radar, and his podcast.

If you want to see an example of how social media can provide critical information to specific users immediately and on demand, check out what Paul’s doing … and remember, the “future” of content and information delivery is here now!  In fact, as I’m typing this post, I just saw a tweet from @StephMc5 who says “@paulpoteet I’m in my car and keeping an eye on your tweets to keep me informed! Thank you for the updates!!”  Notice she’s not listening to Paul’s reports on WZPL’s Smiley Morning Show – she’s reading his posts on her phone.  Welcome to 2010.

Paul Poteet:  Twitter | Facebook | Web & Podcast | YouTube

Listeners vs. Users

Trade publication Inside Radio quotes Bonneville‘s Director of New Media, James Webb, saying radio needs to stop thinking of its cume as “listeners” and consider them “users.” He says, “Listeners are engaged only when the radio is on. Users connect with you in other ways.” This has tremendous implications for our industry, and extends our footprint beyond terrestrial radio to the world of multimedia applications (and revenue).**

Coincidentally, the Association for Downloadable Media today released their Podcast Consumer Revealed 2008 study, derived from the 2008 Internet & Multimedia Study conducted by Arbitron and Edison Media Research.

The audience for downloadable is not only growing, but also represents a very attractive target for advertising. Continue reading


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