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It's Time to Question Podcasting Potential
Strange as it may sound, I received two phone calls last week from persons claiming to have received funding to establish podcasting web sites. Couple this with the story below (about two other web sites that each received nearly $9 million in investor funding), and you can see that the money people are either way out in front of everyone else, or dangerously close to losing it all. I'll pick the latter.
It's still unclear how podcasts are going to 1) draw an audience, 2) offer programs of quality good enough to repeatedly attract an audience, 3) make money off an audience, and 4) get word out that they even exist. That last point is the most important.
There are two evils lurking in the world of podcasting, hype and poor quality programs. The first comes from those who are trying to make money off podcasts; the second comes from those who make podcasts. While each talks freely of the "potential" these citizen programs offer, neither is willing to discuss this simple fact: The only way a podcast audience presently grows is by word of mouth.
Ask anyone involved with promotion or with advertising media programming, however, and they'll tell you that very few successes are acquired using strictly word of mouth. You need to actively let the public know a program exists, i.e., you need to advertise or promote its existence.
Another major problem that will soon face all podcasts concerns corporations. Once corporations get their ducks in order and start dumping money into promoting their own podcasts, the world of personal podcasts will evaporate. It will be like Live 365's roster of thousands of wanna-be radio stations; the podcasting portals will have about five programs that get attention, and all others may as well speak into a black hole.
Related Article:
Boston.com
Posted:
06:31 9/6/2005
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