podcasting: a business case chris green technology editor: computing magazine host/producer:...
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Podcasting: A Business Podcasting: A Business CaseCase
Podcasting: A Business Podcasting: A Business CaseCase
Chris GreenChris Green
Technology Editor: Computing MagazineTechnology Editor: Computing Magazine
Host/Producer: Computing PodcastHost/Producer: Computing Podcast
http://www.computing.co.ukhttp://www.computing.co.uk
[email protected][email protected]
Chris GreenChris Green
Technology Editor: Computing MagazineTechnology Editor: Computing Magazine
Host/Producer: Computing PodcastHost/Producer: Computing Podcast
http://www.computing.co.ukhttp://www.computing.co.uk
ContentsContentsContentsContents
Computing PodcastComputing Podcast Why Podcasting, Why now?Why Podcasting, Why now? Business BenefitsBusiness Benefits Downloading vs Streaming ContentDownloading vs Streaming Content Future PlansFuture Plans
Computing PodcastComputing Podcast Why Podcasting, Why now?Why Podcasting, Why now? Business BenefitsBusiness Benefits Downloading vs Streaming ContentDownloading vs Streaming Content Future PlansFuture Plans
Computing PodcastComputing PodcastComputing PodcastComputing Podcast
Launched December 2005Launched December 2005 First show: Two-part documentary on First show: Two-part documentary on
podcasting recorded at the Portable podcasting recorded at the Portable Media Expo in Ontario, CaliforniaMedia Expo in Ontario, California
Format:Format: Minimum of one show a weekMinimum of one show a week 20-30 minutes per show20-30 minutes per show Regular presenterRegular presenter Extensive use of studio guests and reporter Extensive use of studio guests and reporter
participationparticipation
Launched December 2005Launched December 2005 First show: Two-part documentary on First show: Two-part documentary on
podcasting recorded at the Portable podcasting recorded at the Portable Media Expo in Ontario, CaliforniaMedia Expo in Ontario, California
Format:Format: Minimum of one show a weekMinimum of one show a week 20-30 minutes per show20-30 minutes per show Regular presenterRegular presenter Extensive use of studio guests and reporter Extensive use of studio guests and reporter
participationparticipation
Computing PodcastComputing PodcastComputing PodcastComputing Podcast
Core Content:Core Content: Detailed analysis and discussion between Detailed analysis and discussion between
host and writer of one particular host and writer of one particular subject/storysubject/story
Selection of shorter spots allowing for Selection of shorter spots allowing for additional analysis and discussion of articles additional analysis and discussion of articles in that week’s edition of Computingin that week’s edition of Computing
Podcasts take the stories further, rather Podcasts take the stories further, rather than just repeating what has already been than just repeating what has already been published in print and on the webpublished in print and on the web
Core Content:Core Content: Detailed analysis and discussion between Detailed analysis and discussion between
host and writer of one particular host and writer of one particular subject/storysubject/story
Selection of shorter spots allowing for Selection of shorter spots allowing for additional analysis and discussion of articles additional analysis and discussion of articles in that week’s edition of Computingin that week’s edition of Computing
Podcasts take the stories further, rather Podcasts take the stories further, rather than just repeating what has already been than just repeating what has already been published in print and on the webpublished in print and on the web
Computing PodcastComputing PodcastComputing PodcastComputing Podcast
Additional Content:Additional Content: Whole/extended recordings of interviews Whole/extended recordings of interviews
featured in printfeatured in print Conference coverage and highlights of Conference coverage and highlights of
keynote speecheskeynote speeches Conference and exhibition vox popsConference and exhibition vox pops VNU Web Seminar highlightsVNU Web Seminar highlights and much more……and much more……
Additional Content:Additional Content: Whole/extended recordings of interviews Whole/extended recordings of interviews
featured in printfeatured in print Conference coverage and highlights of Conference coverage and highlights of
keynote speecheskeynote speeches Conference and exhibition vox popsConference and exhibition vox pops VNU Web Seminar highlightsVNU Web Seminar highlights and much more……and much more……
Why Podcasting,Why Podcasting,Why Now?Why Now?
Why Podcasting,Why Podcasting,Why Now?Why Now?
Need to reach our readers at times/in places Need to reach our readers at times/in places where printed paper is less effectivewhere printed paper is less effective
Apple sold 32 million iPods in 2005, 14 Apple sold 32 million iPods in 2005, 14 million of which sold in Q4 2005million of which sold in Q4 2005
MP3 players and digital media has defeated MP3 players and digital media has defeated traditional age, sex and social class barrierstraditional age, sex and social class barriers
Advertisers want cross-media opportunitiesAdvertisers want cross-media opportunities Proliferation of broadband: consumers and Proliferation of broadband: consumers and
businesses have the bandwidth to make businesses have the bandwidth to make delivery of content possible!!!!delivery of content possible!!!!
Need to reach our readers at times/in places Need to reach our readers at times/in places where printed paper is less effectivewhere printed paper is less effective
Apple sold 32 million iPods in 2005, 14 Apple sold 32 million iPods in 2005, 14 million of which sold in Q4 2005million of which sold in Q4 2005
MP3 players and digital media has defeated MP3 players and digital media has defeated traditional age, sex and social class barrierstraditional age, sex and social class barriers
Advertisers want cross-media opportunitiesAdvertisers want cross-media opportunities Proliferation of broadband: consumers and Proliferation of broadband: consumers and
businesses have the bandwidth to make businesses have the bandwidth to make delivery of content possible!!!!delivery of content possible!!!!
Business BenefitsBusiness BenefitsBusiness BenefitsBusiness Benefits
Computing has loyal, affluent and Computing has loyal, affluent and influential readers: 9-5, Mon-Fri (but influential readers: 9-5, Mon-Fri (but mostly Thursday)mostly Thursday)
Podcasting allows us to reach our readers Podcasting allows us to reach our readers in the car, in the gym, on the train etc - in the car, in the gym, on the train etc - places they won’t/can’t read out print or places they won’t/can’t read out print or web versionsweb versions
Podcasting provides a low-cost, Podcasting provides a low-cost, unregulated, free-length platform to unregulated, free-length platform to extend coverage and reuse recorded extend coverage and reuse recorded material that would otherwise go to wastematerial that would otherwise go to waste
Computing has loyal, affluent and Computing has loyal, affluent and influential readers: 9-5, Mon-Fri (but influential readers: 9-5, Mon-Fri (but mostly Thursday)mostly Thursday)
Podcasting allows us to reach our readers Podcasting allows us to reach our readers in the car, in the gym, on the train etc - in the car, in the gym, on the train etc - places they won’t/can’t read out print or places they won’t/can’t read out print or web versionsweb versions
Podcasting provides a low-cost, Podcasting provides a low-cost, unregulated, free-length platform to unregulated, free-length platform to extend coverage and reuse recorded extend coverage and reuse recorded material that would otherwise go to wastematerial that would otherwise go to waste
Business BenefitsBusiness BenefitsBusiness BenefitsBusiness Benefits
Ability to leverage and develop Ability to leverage and develop broadcast talent, both sides of the broadcast talent, both sides of the micmic
Provides important component of Provides important component of cross media sales and publishing cross media sales and publishing strategystrategy
Cost of entry - less than £100Cost of entry - less than £100
Ability to leverage and develop Ability to leverage and develop broadcast talent, both sides of the broadcast talent, both sides of the micmic
Provides important component of Provides important component of cross media sales and publishing cross media sales and publishing strategystrategy
Cost of entry - less than £100Cost of entry - less than £100
Downloading vs Downloading vs Streaming ContentStreaming Content
Downloading vs Downloading vs Streaming ContentStreaming ContentDownloadingDownloading
No live broadcastsNo live broadcasts Payload can be kept to a Payload can be kept to a
minimumminimum Download once, listen Download once, listen
multiple times, listen multiple times, listen anywhereanywhere
Downloads do not always Downloads do not always equal viewers/listenersequal viewers/listeners
MP3 - universal formatMP3 - universal format Low cost to implement/runLow cost to implement/run Bandwidth-friendlyBandwidth-friendly Easy to hostEasy to host DRM control possibleDRM control possible
DownloadingDownloading No live broadcastsNo live broadcasts Payload can be kept to a Payload can be kept to a
minimumminimum Download once, listen Download once, listen
multiple times, listen multiple times, listen anywhereanywhere
Downloads do not always Downloads do not always equal viewers/listenersequal viewers/listeners
MP3 - universal formatMP3 - universal format Low cost to implement/runLow cost to implement/run Bandwidth-friendlyBandwidth-friendly Easy to hostEasy to host DRM control possibleDRM control possible
StreamingStreaming Ability to deliver content liveAbility to deliver content live Requires access to Internet Requires access to Internet
connection at time of connection at time of watching/listeningwatching/listening
More reliable count of More reliable count of viewers/listenersviewers/listeners
Bandwidth intensiveBandwidth intensive Expensive to implementExpensive to implement Technically more Technically more
problematic for end-user, problematic for end-user, especially Linux, Mac and especially Linux, Mac and mobile usersmobile users
Requires specialist hosting Requires specialist hosting and skills to maintainand skills to maintain
StreamingStreaming Ability to deliver content liveAbility to deliver content live Requires access to Internet Requires access to Internet
connection at time of connection at time of watching/listeningwatching/listening
More reliable count of More reliable count of viewers/listenersviewers/listeners
Bandwidth intensiveBandwidth intensive Expensive to implementExpensive to implement Technically more Technically more
problematic for end-user, problematic for end-user, especially Linux, Mac and especially Linux, Mac and mobile usersmobile users
Requires specialist hosting Requires specialist hosting and skills to maintainand skills to maintain
Future PlansFuture PlansFuture PlansFuture Plans
Carriage on iTunes: Letting the wider world know Carriage on iTunes: Letting the wider world know you exist!you exist!
Refine and develop the Computing Podcast: Refine and develop the Computing Podcast: Improving the content, sound quality etcImproving the content, sound quality etc
Cultural Battle: Persuading reporters to podcastCultural Battle: Persuading reporters to podcast Branded podcasting across VNU: Leveraging the Branded podcasting across VNU: Leveraging the
VNU magazine and web brand portfolio to reach VNU magazine and web brand portfolio to reach consumer and corporate/professional consumer and corporate/professional demographicsdemographics
Live Show: Stream it live, podcast it later!Live Show: Stream it live, podcast it later! Video PodcastingVideo Podcasting
Carriage on iTunes: Letting the wider world know Carriage on iTunes: Letting the wider world know you exist!you exist!
Refine and develop the Computing Podcast: Refine and develop the Computing Podcast: Improving the content, sound quality etcImproving the content, sound quality etc
Cultural Battle: Persuading reporters to podcastCultural Battle: Persuading reporters to podcast Branded podcasting across VNU: Leveraging the Branded podcasting across VNU: Leveraging the
VNU magazine and web brand portfolio to reach VNU magazine and web brand portfolio to reach consumer and corporate/professional consumer and corporate/professional demographicsdemographics
Live Show: Stream it live, podcast it later!Live Show: Stream it live, podcast it later! Video PodcastingVideo Podcasting
Thank YouThank Youwww.chrisgreen.co.www.chrisgreen.co.
ukuk
www.computing.co.uk/www.computing.co.uk/podcastspodcasts
[email protected][email protected]
Thank YouThank Youwww.chrisgreen.co.www.chrisgreen.co.
ukuk
www.computing.co.uk/www.computing.co.uk/podcastspodcasts
[email protected][email protected]
VNU PodcastsVNU Podcasts www.computing.co.uk/podcastswww.computing.co.uk/podcasts wwwwww.vnunet.com/podcasts.vnunet.com/podcasts
Podsafe MusicPodsafe Music music.podshow.commusic.podshow.com
Podcast DirectoriesPodcast Directories podcasts.yahoo.compodcasts.yahoo.com www.podcastalley.comwww.podcastalley.com www.ipodder.orgwww.ipodder.org
Podcast Advertising and StatisticsPodcast Advertising and Statistics www.podtrac.comwww.podtrac.com www.podshow.comwww.podshow.com
HardwareHardware www.phonic.comwww.phonic.com www.behringer.com/UB802www.behringer.com/UB802
SoftwareSoftware audacity.sourceforge.netaudacity.sourceforge.net www.castblaster.comwww.castblaster.com www.makepropaganda.comwww.makepropaganda.com www.hotrecorder.comwww.hotrecorder.com
Portable Media Expo 2006Portable Media Expo 2006 www.portablemediaexpo.comwww.portablemediaexpo.com
VNU PodcastsVNU Podcasts www.computing.co.uk/podcastswww.computing.co.uk/podcasts wwwwww.vnunet.com/podcasts.vnunet.com/podcasts
Podsafe MusicPodsafe Music music.podshow.commusic.podshow.com
Podcast DirectoriesPodcast Directories podcasts.yahoo.compodcasts.yahoo.com www.podcastalley.comwww.podcastalley.com www.ipodder.orgwww.ipodder.org
Podcast Advertising and StatisticsPodcast Advertising and Statistics www.podtrac.comwww.podtrac.com www.podshow.comwww.podshow.com
HardwareHardware www.phonic.comwww.phonic.com www.behringer.com/UB802www.behringer.com/UB802
SoftwareSoftware audacity.sourceforge.netaudacity.sourceforge.net www.castblaster.comwww.castblaster.com www.makepropaganda.comwww.makepropaganda.com www.hotrecorder.comwww.hotrecorder.com
Portable Media Expo 2006Portable Media Expo 2006 www.portablemediaexpo.comwww.portablemediaexpo.com