New Research in from Edison shows that 23% of all Americans now listen to podcasts: up from 11% in 2006. Meanwhile traditional radio has declined from 74% to 41%.
I’ve become a rabid fan of podcasts over the last few years as it replaced satellite radio in my car which, in turn, had replaced terrestrial radio. They’re becoming a great way to reach an affluent business audience as they are perfect for professional development for commuters. Chris Penn and John Wall recently noted on their successful podcast – Marketing Over Coffee – two things:
- The average commute time is 18-20 minutes and ‘Ted Talks’; one of the most popular podcasts is 18-20 minutes long. Coincidence? Nope.
- That, even while listenership has risen, most of the marketing podcasts that were around when they started have since been abandoned like so many blogs.
So it takes time to establish credentials and leaders are emerging. Therefore, a podcast, while becoming a powerful medium, is not for the faint of heart and it helps if you can bring equity from another medium.
Personally I find the following podcasts the most helpful in marketing and business:
- Marketing Over Coffee
- Internet Marketing Insider
- BusinessWeek – Behind This Week’s Cover Story and
- Spark from CBC Radio
On a personal note I enjoy NPR’s All Songs Considered and I’m also a fan of Old Time Radio from 1930-50s including a shout out for Adam Graham’s Dragnet podcasting from Boise, Idaho. As a marketer I find it ironic that the embedded advertorial sponsorships of podcasts today sound exactly like the ones from the 1930’s.
Here’s more on the research:
Hope this helps.
