Getting a Return On Investment from Podcasting

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Podcasting- as with all new developments- is a medium in its own right. Sure, it's a close cousin of radio, but it's also a close cousin of the web.

The greatest plus-point is immediacy. Just like good radio, the power of hearing a round-table discussion is far greater than merely reading a transcript. Podcasts can inspire and persuade far more effectively than piece of printed brochureware.

On the minus side, they require promotion in order to get subscribers to sign up in the first place. Of course, for internal communications that won't be a problem; but for customer-facing broadcasts, promotion will form a large part of the budget.

But overall, the value must be established by carefully matching the medium to the message- apply it wisely within the context of what you would like to achieve. This is where we spend time with clients establishing a broadcast strategy that's designed to yield results.

Yet perhaps the most attractive aspect of podcasting is its cost-effectiveness. This comes from two facts. Firstly, the equipment required to begin podcasting is inexpensive; not least because full studio-quality audio is not required. Secondly, podcasting compares well with copywriting or journalism. Because an interview or round-table discussion merely requires basic editing before broadcast, the journalistic expense of constructing an article and the associated print costs are entirely removed. We come back to our principle of immediacy- both the speed at which material can be made available for broadcast, and the natural affinity between the listener and the persons making the broadcast.

Back to Podcasting Home Page
More podcasting basics
Budgeting for podcasting with no surprises!