"Ben –

I agree with you here completely. As a matter of fact, I think that what’s been proven in the last few years is that the traditional barriers for communicating and distributing these types of content have been altered, and new opportunities have emerged to leverage these types of rich content.

That said, I do not think that any of these tools replace one another, but rather they add to the variety of options today’s audience has to consume the programming that is of interest to them. As an earlier poster mentioned, new technologies have not replaced traditional options, but instead they have offered new avenues for distributing content. Some audience members may opt for audio that fits into their lifestyle, while others may download video to take on a daily commute.

Ultimately, regardless of the term we apply to these new pieces of online media, what has been proven in the past few years is that there is now an open platform for communicating whatever an organization or an individual’s message might be.

Best,

Jason Cohen
CityCast Media, LLC.
http://www.citycastmedia.com"

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It looks like the writer’s strike has ended (or is on the brink of ending) so in that vane I think its time that we return to actively updating The MediaBackPage.  Of course, our lack of updates have had nothing to do with the writer’s strike but more to do with a wedding, a honeymoon, and the day-to-day activities of running a two-year old business (CityCast Media turned two on January 9th!)

Now that we’re back, and given that we’re entering the heart of the Presidential race, let’s take a quick look at how Podcasting can help you keep up with the latest from the campaign trail.    While there seams to be an endless amount of coverage, you may often wish you could take some of the interviews and report with you on your media device, so luckily to help stay abreast of the developments and commentary each of the big three networks, are leveraging Podcasting.  This not only makes it easier to stay up to date on the developments from each of the Primaries and Caucuses across the country, but also affords each user the ability to select not only when to view these segments but also on what type of device and software.  So if you missed Hillary and Barack on 60 Minutes, no problem CBS has a variety of ways you can catch-up on the interviews.  Or if you want to download the evening newscasts each of the networks has made it increasingly easy for you to get your daily dose of Brian, Charlie, or Katie.

Here’s what each network is offering to enable consumers to watch/listen to their content whenever and wherever they may be:

	Link	Audio & Video Podcasts from across the NBC family of networks including Highlights from The Today Show, Meet the Press, Hardball, and NBC Nightly News.
	Link	Highlights from Good Morning America, This Week, 20/20, Nightline and World News Tonight.
	Link	Audio & Video Podcasts of programs such as the CBS Evening News with Katie Couric, and Face the Nation, as well as a variety of other reporter Notebook style Podcasts.

By using tool such as Podcasting to disseminate the news this election cycle there are benefits both for the end-user, as well as the media outlets. Of course, for the end-user the benefit is the ability to watch the program at any time, on any device (computer, portable media player, cell phone, etc.)  While the network is able to gain real-time feedback on programs including, the ability to quantify the number of downloads/viewers a specific program actively receives, track program popularity, and extend the reach of an advertiser’s message.

Take a moment to browse each of the network’s sites, I think that you’ll be rather pleased with how much content is now available as a Podcast, which should make keeping up with the race for the White House that much easier this busy election cycle.

As we continue to live and breathe media, the web, and technology we are glad to be back to the business of posting here.  Moving forward, we are looking to continuing to post new essays, as well as some various links to related news stories, useful websites.  If you have any questions, comments, contributions or otherwise please feel free to leave a comment or e-mail us tips AT mediabackpage DOT com.

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As the clock ticks toward 6 PM people around the country are lining up at their local Apple and AT&T stores to pick up the hotly anticipated iPhone.  It’s a pretty amazing phenomenon that people in this day and age would line-up for a product that they haven’t even seen in person, or touched.  That aside, personally, I think that there are two story lines to this launch that are important for today’s media landscape: the changed social experience and the increased opportunities for Podcasting.

First, of course the American social experience has changed; while it is mind boggling how throngs of people are lining up across the country, perhaps what is more interesting is how these experiences are being shared through both the blogsphere (various reports via The Un-official Apple Weblog) and social networking tools like Twitter (Steve Rubel of Micro Persuasion shares his experiences waiting in line via Twitter).  This is quite the interesting shift in how we share experiences.  No longer is there a need to wait until tomorrow to read the paper about an event – instead today regardless of where we are with traditional barriers gone we are each a roving reporter to the world.  Now, we can virtually experience and share almost any event; either via text updates in the blogosphere, pictures via sites like Flickr, or share videos on YouTube. 

With that in mind, perhaps more importantly with today’s launch of the iPhone, I think we are about to see the next seismic shift in our communications paradigm, which will help the evolving Podcasting platform.  Tivo helped transition us from the VCR, tools like RSS have allowed us to create dynamic web pages that update news customized to our interests, and the original iPod enabled us to carry with us our audio and video entertainment. Naturally, we’ve had cell phones and portable media players for the better part of the last decade, and some other recent “smartphones” have previously offered similar capabilities, but it will be the level of ease that will lead to the iPhone to dramatically change the playing field unlike any of its competitors.  However, with the launch of the iPhone we will enter into the next evolution of our modern media landscape where we will easily be able to capture and share content, have access to traditional audio and video media, as well as provide a direct distribution vehicle that will put audio and video Podcasts squarely in the palms of our hands.

From a marketing and communications perspective, similar to my recent post on The Significance of the iPod this is a momentous paradigm shift.  It will not only continue to change how Americans consume their media,  like its cousin the iPod, but it will also create opportunities for unique niche content that speaks directly to specific audiences, and ultimately force communications professionals to rethink how they share their stories.

More on the Web:
MSN - Apple iPhone A Game Changer For Wireless Industry
Adotas - The iPhone & Advertising

Posted by Jason at 2:17 PM | Permalink | Comments (0) | TrackBacks (0)

The press releases and headlines started emerging yesterday as Apple officially announced that it had sold over 100 million iPods. For any product that is a milestone, let alone one that has only been on the market for five years and has played a major role in dramatically shifting the modern media landscape.

So, with this milestone, the question that begs for an answer is; “What is the Significance of the iPod for PR & Marketing.” Clearly, the iPod has made it much easier for us to carry with us hundreds, if not thousands, of tracks and artists in the size of something smaller than that of a CD. That’s obvious, for that matter so is the fact that the dynamics of the music industry have shifted dramatically. You need not look any further than the vacant building that I recently walked by, which was once known as the world’s largest music store, Tower Records in New York’s East Village. Instead of showcasing new artists and keeping their many specialty sections fully stocked, today that space sits empty waiting for a new tenant. Not only has the iPod reshaped the music retail market, its now starting to encroach on the retail video market and it will be interesting to see what Apple’s impact in the developing on-line video market.

In addition to changing the obvious, the iPod & iTunes have shifted how we communicate. For example, we used to make a mix tape to share with our friends, today we make an iMix (as of this writing there are over 1,086,645 iMixes in iTunes); if we were considering whether to watch one movie or the other we would read the back of a VHS box that sat on a shelf at our local video rental store, instead today we read peer reviews before downloading that program directly in iTunes. Similarly, as communicators, PR and Marketing professionals we often think in terms of reaching our target audiences with tools such as satellite media tours, print interviews, and local events. However, with the sale of the 100 millionth iPod we are reminded that these new technologies have created and established an entirely new channel that is equally important and perhaps more powerful for reaching the public with our messages via Podcasting.

While the iPod and Podcasting are independent of one another (a fact that it is often over looked is that one does not need an iPod to consume a Podcast) similar to the way in which we now share commentaries on music and movies, there is an opportunity for organizations to share insights and information with niche audiences through the power of Podcasting. So for communicators everywhere, I celebrate the sale of the 100 Millionth iPod for its significance and symbolism of today’s evolving media landscape and the opportunities it creates for our profession to tell our stories in new, unique, and engaging ways.

Posted by Jason at 3:53 PM | Permalink | Comments (0) | TrackBacks (0)

THIS JUST IN from the World Wide Leader In Sports ...ESPN introduces the PodCenter.  In a take on the multi-media sports outlet's marquee program, SportsCenter.  The PodCenter will offer many of the networks audio programs as MP3's that can be downloaded either directly through the website, or through iTunes. The move adds to the growing library of content that is available for consumers to download and digest and reinforces the importance for organizations to cater to their audiences and make content available on-demand through the power of podcasting.

Link:

ESPN PodCenter

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There's been a lot of talk lately about the growing world of Podcasts, Blogs, & RSS Feeds.  Now, PQ Media track's the growth of these market segments and their growing importance as a part of the modern advertising matrix. 

From PQ Media:

The culmination of six months of primary research, this report found that blog, podcast and RSS advertising are the fastest growing segments of the alternative media industry. These segments, known as user-generated online media, expanded at an aggregate 198.4% to $20.4 million in 2005, and are expected to grow another 144.9% to $49.8 million in 2006.

• Blog advertising accounted for 81.4%, or $16.6 million, of total spending on blog, podcast and RSS advertising in 2005, but will comprise only 39.7% of the total in 2010
• Podcast advertising, meanwhile, reached $3.1 million in 2005, and is projected to grow at a compound annual rate of 154.4% from 2006 to 2010, when it will be larger than blog advertising
• RSS advertising, non-existent until mid-2005, generated spending of $650,000 in 2005, but will be the fastest growing segment over the next five years

A free download is available from PQ's site that includes the executive summary and index of the report, which is also available for purchase.

Posted by Jason at 4:57 PM | Permalink | Comments (1) | TrackBacks (0)

A new study by the British Market Research Association finds that 25% of internet users will listen to a podcast in the next six months.  The study, completed in the UK, found that 17% of internet users have already downloaded a podcast in the last six months, and that number is expected to grow to nearly a quarter of all internet users in the next six months.  Currently, according to the survey, over 10.8 million Brits own portable MP3 players, and that number is expected to grow by over 40% (or 4.3 million units) in the next six months.

Link:

BMRB Study: http://www.bmrb.co.uk/?component=news&action=show&id=252

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The podcasts have gone to the -- teachers!  As iPods and Podcasts continue to grow and become more and more prevalent various types of organizations are seeking to tap into these tools for disseminating information and reaching broader audiences.  Of those in the mix, education institutions that are seeking to reach students outside of the classroom.  One of the first to enter the fray, is Georgia College and State University, which has encouraged members of its campus to develop and use these tools in new and innovative ways beyond the classroom.  As a matter of fact, the University is so serious about integrating the iPod into it's curriculum and culture that it is holding a special event on April 18th called iPod iNnovation Day.  GCSU's approach to podcasting is not only a good example for other educational institutions, but for all communications professionals and organizations as they seek how to integrating podcasting into their communications strategies.

Links:

Yahoo News

Goergia College & State University

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CMO Magazine ran a primer for marketing professionals about Podcasts and how they are a new and useful tool.  However, beyond the article reaction was mixed and there was a fair amount of debate about the usefulnes of podcats, so we responded.  Here is our reply, which is cross-posted with the article's site at http://www.cmomagazine.com/read/020106/whatis.html:

The New Communications Tools
Posted: MAR 15, 2006 08:30:49 AM
Podcasts and blogs are a necessary element for today’s communications campaigns. Mike Drake (GE VP who posted before us) makes the point that people may not know of podcasts yet, or if they are even necessary in today’s wired world. I would argue that in today’s wireless on-the-go world these new tools are increasingly important to reach audiences, which are becoming more and more fragmented. Look at the facts; in 2005 the first year of the podcasting technology being widely available, over 5 million podcasts were downloaded. Furthermore, that number was achieved without being integrated into major portals like iTunes for the majority of the year. With that in mind, podcasting will only experience massive growth over the next few years and increasingly become an important tool for communications professionals and their campaigns.

Posted by Jason at 5:38 PM | Permalink | Comments (0) | TrackBacks (0)

The latest issue of PR Week finds that Podcasts are popular with both consumers and clients. 

"Podcasting has grown from a geek-culture pastime to a highly regarded brand-outreach tool."

In the past year, the Podcast has grown-up and in many regards it has changed the dynamics of media consumption, and allowed virtually anyone from their living room to the conference room to produce and distribute audio or video directly to audiences.  Now, in the latest issue of PR Week, as the quote above suggests, it looks like communications professionals are learning something we've been saying for a long time; Podcasting offers a unique opportunity for organizations to tell their story. 

Link: http://www.prweek.com/us/features/article/545854/ (Subscription Req'd)

Posted by Jason at 4:09 PM | Permalink | Comments (0) | TrackBacks (0)

Apple's iTunes continues to delve into new territory.  The web's most popular destination for legally downloadable music, and now video content has taken a step further toward by offering new content on a daily basis.  Hot off of his Oscars' hosting debut, John Stewart's ever popular nightly Daily Show, will be available for download not only as individual episodes ($1.99), but through a new iTunes feature called "Multi-Pass" as a month long subscription services.  The package, which will retail for $9.99, includes a total of 16 episodes and is currently offered for Stewart's program, as well as The Colbert Report, of which he is also an executive producer.  This is probably just the first sign of Apple's foray into daily content and a subscription-based model.

Posted by Jason at 11:03 AM | Permalink | Comments (0) | TrackBacks (0)

As the podcasting world continues to grow and develop, advertisers are also recognizing more and more the medium's ability to publicize and promote various initiatives to niche audiences.  The latest to join the podcast-marketing trend is HBO, which has signed a deal to advertise its new series "Big Love" on over thirty popular podcasts. 

Related Links:

http://www.adage.com/news.cms?newsId=48173#

http://www.adrants.com/2006/03/hbo-promotes-big-love-with-podcasts.php

Posted by Jason at 11:31 AM | Permalink | Comments (0) | TrackBacks (0)

Tower Records, in an effort to breathe some life into their business will debut a website next week at the South by Southwest Music Festival in Austin, Texas called TowerPod.com devoted to podcasts created by Tower DJs.  The record shop that was once the one pushing out mom and pop stores out of business, has been slammed in recent years by the Best Buys and Wal-Mart's of the planet, leaving Tower to make a move to save their corporate lives.  The only problem is: they missed the boat. 

While I believe there is definitely room for more podcasts out there, people will right through Tower Records' plan.  Consumers remember paying $18 for a CD at good ole Tower Records when there weren't any options.  In some ways Tower's prices were responsible for the massive shift to the world of 99-cent mp3s at the Apple Store.  While hoping to recoup some costs by inserting commercials at the beginning and end of the free, downloadable half-hour programs, Tower's fighting to compete in a world that hates it.  Those who download podcasts do so because they can listen to their favorite radio shows or music for free.

I commend Tower for making the first real corporate move to podcasting, but it should have come in the summer of 2005, not Spring 2006 for the failing record company.  Trust me, nobody feels bad for Tower's hard fall from the top.  Podcasting might save the company, but I highly doubt it.

Links:
The Washington Post

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In a rather impressive announcement yesterday, Steve Jobs and his Apple Store reached the 1 billion songs-download mark.  The achievement is a milestone for the number alone (as well as $1 billion in song revenue created for Apple), but it is more significant in the overall landscape.  Just seven years ago, music pirating was reaching college campuses nationwide.  When the Apple store launched, they were able to convince these former pirates to download their music legally for cheap.  It also created a technological wave of buying music online for one's mp3 player as opposed to buying the CD and ripping it later. 

Also of note, Apple has surpassed more then 15 million video downloads since October.  Apple has changed the way people conduct business and allow consumers to watch and listen to media on their own time.  This milestone is a celebration for what they have been able to accomplish thus far.  It is also rather cool of them to give the person who downloaded the 1 billionth song to receive 10 iPods and a $10,000 gift card.

Links:
Apple's Announcment
Wall Street Journal

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It sems that the newspaper industry is increasingly becoming aware of the need to join the Web 2.0 World.  In a post yesterday, the Editor's Weblog, discussed the importance of podcasting and digital media tools to the newspaper industry.  Interesting the article has an interesting discussion of the difference between a podcast and a daily radio show and how both communications tools can co-exist. 

Additionally, while the article explains of the 'ease' of developing a podcast, doing so adds a new dynamic and added level of production, coordination, and publishing for these entitites  In all reality, to be done correctly a comprehensive podcast strategy, much like any other type of outreach, requires specific knowledge for success.  In this case for podcasting there needs to be a high-level knowledge of audio production, as well as the technical aspects of publishing such a series.  It is these types of situations where organizations such as CityCast Media  can help clients to not only develop comprehensive strategies but also extend an organizations bandwith and knowledge to handle these types of campaigns. (Disclousure Note: CityCast is our consulting practice that specializes in podcasts, blogs, and RSS technologies.)

Posted by Jason at 10:13 AM | Permalink | Comments (0) | TrackBacks (0)

Richard Edelman, President of Edelman Public Relations recently wrote a very eloquent and spot on analysis of the implications of new communications tools for PR professionals.  His essay reminds me of a study that was done several years ago that pointed to internet audiences gravitating to user created content.  At the time they referenced tools such as e-mail and instant messaging.  Today, the tools have developed further and include rich media solutions such as audio and video podcasts, blogs, and RSS.  With these new techniques, the communications dialogue has evolved and grown from peer-to-peer sharing of personal content to a much broader and engaged space on virtually any topic that includes corporations, non-profits, stakeholders, and individuals. 

Clearly the rules of engagement for the communications community have been redefined.

Link:

Richard Edelman's Post on His Blog 6AM

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Sports Illustrated's Swimsuit issue is always an 'event' but this year the magazine makes a big splash with a dedicated website that is both content rich and full of A-list advertisers from Honda to Budweiser, as well text-based ads from Yahoo! Search Marketing. 

Beyond the print issue, SI has used several techniques to raise awareness and promote the issue online.  First, the Swimsuit site taps into several different options for users to experience the issue from extended pictorials to sponsored streaming video, and special sponsored sections.  Second, SI has integrated a number of tools whereby fans can both experience and promote the issue from buddy icons for instant messaging to downloadable cell phone backgrounds.  

The multi-platform approach has also sought to monetize videos that SI shoots each year of the pictorial shoots by producing vignettes on some of the models.  The magazine has made these mini-programs iPod friendly, and available for download through Apple's iTunes for $1.99 each or $9.99 for the set. (iTunes link). 

Links:

Media Post

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So I'm a bit skeptical on the issue because we've addressed it before on The Media Backpage.  The issue is how can the advertising community best utilize the latest craze of video iPods?  Advertisers are still navigating these unfamiliar waters with the further development of the video iPod and recently companies are trying to take their traditional 30-second spots for television and reformat them for your iPod.  This is the wrong approach.  Advertising executives need to think outside their traditional realm as video blogs and programs are their own medium and need to attract uniquely crafted messages.  The sooner companies learn how to capitalize on this new medium, the better chance they have of getting their product or service noticed by this ever-growing population. 

Keep monitoring the trend on The Media Backpage - we're all over this trend.

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Two weeks ago at the Consumer Electronics Show in Las Vegas, Yahoo, Microsoft, AOL and Google all showcased their new online video portals, which were set to debut later this year.  The idea was to challenge the stranglehold Apple already has on the market for both free videos, but more importantly those that content providers are charging for including television shows and movies.  Google has already cut a major deal with the NBA, for consumers to download games and highlights from around the league for their viewing pleasure.

As we have covered on The Media Backpage, major content providers like Walt Disney and CBS have already cut deals with Apple.  However, this week Google snuck one past everyone by launching it's service way ahead of schedule.  They have now officially launched their site, Google Video.

Everyone's excited to have options for online video, especially those with video iPods and similar players, with that said though some are not thrilled with Google's first offering, especially those at the New York Times ripped Google's beta version.  The service leaves a lot to be desired and isn't as comfortable as Apple's iTunes, but it is still certain to have a huge impact on the emerging video-download world.

Check it out and let us know what you think...

Posted by Brett at 11:24 AM | Permalink | Comments (0) | TrackBacks (0)

CBS will be not only adding to the plethora of video content available for download, but they will introduce a new element - the Micro-Series.  During the commercial break of some of CBS's primetime shows, mainly during their 9PM hour, the network has announced that they will run :40-:60 second segments a mini "serialized drama."  The first series will be called, The Courier, and will debut on January 24th during CSI Miami.  After the segments are broadcast, they'll be available online for download.

Link: Washington Post Story

Posted by Jason at 11:58 AM | Permalink | Comments (0) | TrackBacks (0)

Now, we're a little late on this story, but it seems significant enough to mention.  Wherever you go, no matter who you talk to, it seems that quite frequently the conversation turns to "the weather."  Well, that's simple enough - you can get the latest weather from your local radio station, the tv news, the internet, or well, even a local weather podcast.  The Weather Channel, recently announced that they have had over 500,000 subscribers (as of early December) download their local weather via podcast.  Now, entering the winter weather season, which means ski season in many parts of the country TWC will be offering special ski reports and weather updates via podcast.

Posted by Jason at 3:54 PM | Permalink | Comments (0) | TrackBacks (0)

No longer do we have to report to our home dens for soap operas, or sporting events as we once had to.  Today, it seems as though everywhere you look the conversation is about content on anything but the television.  From the laptop to even smaller devices like cell phones, iPods, PDAs, and digital media players every one wants their content available to audiences no matter where they physically are and on any device.

Case in point, buried in the media headlines today, MediaPost's Media DailyNews highlighted that both CBS and the E! Network have announced new mobile deals.  While CBS will create new small-screen soaps for mobile phones and other devices, E! will launch a new broadband channel with streaming audio and video content to both cell phones and satellite radio subscribers.

While this particular story was a small blurb it is a highly signifficant move that demonstrates the mobile media trend that we'll be watching and focusing on here at The MediaBackpage.

Posted by Jason at 2:45 PM | Permalink | Comments (0) | TrackBacks (0)

According to the Center for Media Research, podcasting downloaders will reach approximately 60 million by 2010, with the average user downloading 6 different podcasts a month. This prediction only documents what we already have learned: podcasting is part of the growing media landscape. It will become even more an integrated part of our lives. Radio Ink, also points out iTunes is the most popular portal for podcast downloads. Curious to see what the next year brings in the world of podcasting.

Posted by Brett at 11:10 AM | Permalink | Comments (0) | TrackBacks (0)