Ask The Pro: What is Podcasting?
Monday, May 1st, 2006This month‘s Pro is Kristen Day, Internet Marketing Consultant at OnYourMark, LLC. Kristen explains “podcasting,” a new way to share video and audio online.
Podcasting (derived from “iPod” and “broadcasting”) is an on-demand way to distribute and enjoy audio and video files. A “podcaster” can put audio/video files online and make them available through download or RSS syndication. The user then downloads or streams the media at his or her convenience. A podcast can be viewed immediately, or saved and watched at a later date.
Podcasting technology is readily available. To create an audio podcast, a podcaster simply needs a recording device and software to convert the audio into MP3 format. Audacity is a popular open source program for audio editing. Video podcasts can be created just as easily, using a digital video recorder and editing software. Podcasts can be watched or listened to on a computer or handheld device such as Apple’s iPod.
Once the media is ready for the web, the podcaster can then distribute it. Podcasters often post podcasts on websites to download. Using RSS feeds, users can subscribe to a particular podcaster’s media. When the podcaster posts a new piece, the user will receive a download. Podcasts may be available for free; some may require a charge. iTunes is probably the most well-known site to purchase audio and video.
Who is podcasting? Podcasters range from your neighbors to media outlets and the government. The Dawn and Drew Show, a podcast by a young, married Wisconsin couple, is one of the most popular podcasts available at PodcastAlley.com. While very amateur and often profane, Dawn and Drew have created enough buzz with their podcasts to become professional podcasters! The White House official website offers RSS feeds and podcasts of presidential addresses, speeches and the first family’s dog, Barney! CNN offers podcast feeds for news updates. Sites like PodcastDirectory.com allow you to search for podcasts that interest you.
As with most new forms of media, podcasting is largely unregulated. Podcasters do not have to comply with FCC standards as TV and radio must do. Podcasters must be aware of copyrights. If a podcaster uses music or video in a podcast, he or she should receive appropriate licensing to do so. File sharing of copyrighted podcasts is also a concern.
The commercial power of podcasting is largely untapped. Podcasts can be used to convey company news, stock reports or “how-to” videos. “Podmercials” may also open a new venue for advertisers to sponsor and promote during podcasts. Purina offers an Animal Advice podcast with pet owner tips and, of course, Purina advertising. Done right, a commercial podcast can offer both useful information and product placement without sounding forced. Finding Profits in Podcasting is an excellent article on commercial podcasting. Keith Klein’s WebLoggers.org also features a forum on Podcasting.
What would you like to ask the pro? Email your questions to askthepro@OnYourMark.com!