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Carr on Challenge of Ad Supported Podcasts

The day after Randall Stroll calls ad-supported podcasts “terra incognita” for the Sunday national edition’s Digital Domain column, New York Times reporter David Carr, who specializes in covering the print media business, points out the real challenge of putting ads in podcasts:

EXCERPT
:

“People who take the time to download programming are not going to be interested in a lot of advertising. And if they do get it, they can easily skip it by hitting fast forward.”

-30-

While I don’t agree that the time spent downloading podcasts makes listeners ad resistant. But I fast forward through ads and programs IDs in podcasts I subscribe to.

Carr goes on to say that podcasting “offers little opportunity in the way of a real actual business.”

With this statement I strongly disagree. My public realtions firm is currently podcasting for two different clients, and for both accounts, the initiatives are working to procure qualified leads automatically, on an ongoing basis.

Not only are these programs profitable for my agency, they have become essential components of both of these firms’ marketing communications efforts. Here they are:

Digital Masters Podcast: Where experts discuss how technology is changing the business of media.

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• Chris Scott, Sr. Director of New Business Development and Advertising Sales, Ecast
• John Costello, EVP, Home Depot
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• Pete Blackshaw, CMO, Intelliseek
• Mike Shields, Senior Reporter, MediaWeek
• Carolyn Tang, Orbitz.com
• Peter Figueredo, CEO, NetExponent
• Dr. Jeffrey I. Cole, Director, Center for the Digital Future, Annenberg, USC
• Rebecca Lieb, Executive Editor, ClickZ Network
• Dr. Roger D. Blackwell, Professor of Marketing, Ohio State University
• Mitch Oscar, EVP, Carat Digital
• Kris Oser, Reporter, Advertising Age
• Elizabeth Cholawski, Vice President, Marketing, Commission Junction
• Jeff Lanctot, Vice President, Avenue A / Razorfish
• Jay Weintraub, Revenue.net

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