The “Ps” in Podcasting

I've been doing some research on podcasting. What I've discovered is that most of the important topics related to podcasting start with "P", such as planning, performing, producing, and promoting. That's convenient, because it allows me to use the contrivance of "Ps" in a pod(cast) to "shell out" what I've learned about podcasting in this and future blogs.

I'll start with "Popularity". Podcasting is a relatively new communication tool – the term itself has only been around since 2004. But it appears to be catching on. A January 2008 study by eMarketer, estimated that in 2007, there was an active U.S. podcast audience of 6.5 million. These are people who downloaded at least one podcast per week. This number is expected to grow to 25 million by 2012.

That doesn't seem like a lot, considering that 56% of American households have at least one personal media player (most of which are iPods), and many had two or more, according to the industry research group, IDC. Apparently, people would still rather use their iPods to download Duffy songs for free from Starbucks.

As it turns out, an April 2008 study by Arbitron/Edison Media Research found that most people – 75% – listen to podcasts on their computer. When and where they're doing it isn't clear to me, but I'm willing to bet a fair amount of it occurs surreptitiously at work.

If any of these numbers are to be believed (this is internet research, after all), it looks like a great opportunity for business podcasting. Podcasting's popularity is growing, and if you can deliver useful, business-related content to your audience, they'll welcome a legitimate excuse to take time out of work to listen to what you have to say.

Are you a podcaster or podcast subscriber? Let me know your thoughts. In the meantime, eat your vegetables.
[tags]B2B, Podcasting, Podcasts, Social Media[/tags]

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