Marketwatch's column re advertising and podcasts...
- Posted on Sun, May. 29, 2005
Podcasts paying off for advertisers
Major advertisers like Volvo and General Motors are making noise
about, and with, podcasts. Volvo paid Weblogs Inc. $60,000 to sponsor
the Autoblog.com Web log and podcast for six months, BusinessWeek
Online reported. Four months into the deal, the podcast, an audio
program that can be downloaded from the Internet, has been retrieved
General Motors has also begun "FastLane radio," featuring one podcast
that included a company public relations person interviewing a GM
executive about the new Pontiac Solstice.
Mark LaNeve, chief of marketing for GM, said podcasts are a perfect
way to promote brands that have an "enthusiast" audience, like the
Hummer or Corvette.
Podcasting, which takes its name from the popular Apple music player,
is a real threat to traditional advertising media, Rishad
Tobaccowala, chief innovation officer at Publicis Groupe Media, told
Business Week. "(It) allows the consumer to be their own programmer.
That will obsolete terrestrial radio for many advertisers."
Blogs by the numbers
Estimates of the number of Web logs range from 10 million to 32
million, according to Carl Bialik, of the Wall Street Journal. He
summarized numerous ways that sources like Technorati and Perseus
Development Corp. use to figure how many blogs are out there.
In the end, Bialik concludes, the number of blogs does not matter,
"Since so many are abandoned soon after they're launched."
What does matter, he said, is the number of items posted by blog
writers. That's an indication of activity and life. Technorati says
it tracks as many as 900,000 postings a day, while Blog Pulse says it
sees about 450,000.
In any event, blog readership appears small compared to well-known
Web sites. "Very few individual blogs have a significant number of
readers," Bialik wrote.
ComScore Media Metrix researched traffic for about a dozen prominent
blogs last month, and only five met the analytical firm's minimum
threshold for statistical significance of 150,000 visitors a month.
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