Loading ...
Sorry, an error occurred while loading the content.

Marketwatch's column re advertising and podcasts...

Expand Messages
  • Les Posen
    Posted on Sun, May. 29, 2005 http://www.bradenton.com/mld/bradenton/business/11759091.htm ... Podcasts paying off for advertisers ... FRANK BARNAKO ... Major
    Message 1 of 1 , May 29, 2005
    • 0 Attachment
      Posted on Sun, May. 29, 2005

      http://www.bradenton.com/mld/bradenton/business/11759091.htm

      ----------


      Podcasts paying off for advertisers



      ----------


      FRANK BARNAKO



      ----------

      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
      20,000 times.
      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.

      [Non-text portions of this message have been removed]
    Your message has been successfully submitted and would be delivered to recipients shortly.