 As money, ears follow podcasting, how will broadcasters react? ·Feb 8, 11:33 AM BY DANIEL MCSWAIN The study says that the U.S. podcast audience, checking in at 18.5 million listeners in 2007, is poised to After a few years of varied enthusiasm and speculation about the format’s potential, could this be the type of growth needed to push podcasting into the mainstream? Maybe, but the popularity would probably come at the expense of the traditional broadcast radio model. At least that’s part of the argument on Long Tail author Chris Anderson’s latest blog post as he considers the impact of podcasting on his own personal radio listening habits. Particularly during fundraising season, Anderson notes, he has taken The result? More money donated to NPR (but less to the local affiliates). [Hear 2.0 Mark Ramsey has a good dissection of the repercussions for NPR re: the same Anderson blog post here.] Ad money to sweeten the dealAccording to the eMarketer report, “spending on podcast-related advertising (including sponsorships) will rise to $435 million in 2012, up from $165 million in 2007.” An influx of ad cash and the whatever innovations emerge from an increasingly WiFi’ed portable player market should continue to ramp up podcasting’s (or a similar tech’s) prominence within the mainstream broadcasting community. And if Anderson’s behavior is any sign, consumers may be putting such a high premium on what they Should a breaking point level of radio listeners adopt podcasting (some, presumably, to avoid numerous and extended commercial breaks on broadcast radio), advertisers will no doubt follow. An audience of nearly 30 million active podcast listeners is nothing to scoff at. Perhaps this big, new, and enthusiastic audience would push broadcasters and content producers to either target their programming more towards niche audiences, or simply raise the bar on the quality of their programming. share: del.icio.us.  Reddit  Digg  Yahoo  Wink  Windows  Google  Newsvine 
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grow by 251% to 65 million in the next four years. Nearly half of those listeners will be “active” (listening least one time a week).
to downloading and listening only to his preferred 
don’t want to listen to that the medium could be cultivating intense listener loyalty, but only to segments of programming instead of the whole brand.
Podcasting is becomming mainstream because podcasters are broadcasting what “ more of the public “ wants to listen to, whither it be talk or music. “ radio “ was and still is too busy talking to listen and i believe it is now TOO LATE…
— Daryl Quintanilla · Feb 9, 06:18 PM · #