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News
Independent Podcasts Holding Own Against Commercial Releases
Thursday, June 30th, 2005 at 3:00 PM - by Brad Cook
Frank Barnako, writing for MarketWatch, on Friday reported that "by my count, 47 of the most subscribed or downloaded podcasts were produced by independents." He noted that while the iTunes Music Store's weekly podcast promoting new music and Al Franken's Air America radio show were number one and number two, Scott Shepard's "Inside Mac Radio" held the third slot. Near the bottom of the top 100 were such podcasts as "NY Yankee Pod" and "HawaiiUp."
Mr. Barnako also reported that "podcasts are beginning to generate support for advertisers." For example Citrix Online, which paid to have its GoToMeeting Web conferencing service promoted on one podcast, wants to expand its efforts after seeing good results. He quotes Bill Flitter of Pheedo Inc., a company that helps advertisers find new marketing opportunities such as blogs and podcasts, as saying: "You can really reach targeted audiences through this kind of micro-content."
The downside, of course, lies with the unpredictability of bloggers and podcast producers, who may not always write or say what an advertiser wants, but Mr. Flitter said that "advertisers are now coming to us and want to know how to buy space and time in blogs and RSS [feeds] and podcasts."
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