Podcasting 101

In his book “The World Is Flat,” Thomas Friedman describes how companies that haven’t laid one strand of fiber-optic cable have benefited greatly from the largesse of others. He compares this instance of good fortune to the railroad building boom of the 19th century, during which time companies bound for glory hitched a ride on a new east-west transportation link that was financed by others.

Marketers from a sprawling neighborhood of SIC codes should be turning up the volume on a similar opportunity, courtesy of more than 22 million affluent American adult consumers who own portable MP3 players.

While wired consumers may currently have a song in their ears, they also have a great deal of available memory in their pockets. And as a result, these mini listening devices represent a pipeline that’s waiting to be filled with more than just music and photos.

Some opportunistic information providers are already directing content into this open pipeline. Ironically, the not-for-profit National Public Radio network, along with certain of its affiliates, has been off the mark early with podcast programming feeds of select shows. (Podcasting is a means of publishing sound files to the Internet. Users subscribe to a feed and receive audio files automatically.)

NPR is not alone, though. The aggressively for-profit Infinity Radio network already feeds its all-news-and-talk programming to mobile listeners through podcasts. Clear Channel is set to follow with its own live morning shows. Others have either already lined up or are stirring. Sirius Satellite Radio CEO Mel Karmazin has engaged in content delivery talks with Steve Jobs, his counterpart at Apple Computer.

In Washington, President Bush’s weekly radio address is available to mobile listeners via podcast. Playboy, living up to its reputation, also is doing it. And my own favorite opportunists, Joe and Christina, are pairing wines with different foods for anyone who cares to listen at Diningonthevine.com.

While these early efforts are of merit, they are of no more magnitude than a few sheets of paper floating through a packed stadium. This opportunity is still beckoning to marketers with something to say or sell.

In some cases, marketers can use the portable listening device channel to support their existing business.

Direct marketing companies can post audio files that add bass and treble to the customer relationship. For example, Lyman Orton can send out updates on the work of the nonprofit Orton Family Foundation. Patagonia can post audio files of its “Sports We Do” pages. Amazon.com can post talks with authors, musicians and chefs. And audio files can be sweetened with news about private sales.

Financial services firms can post educational seminars on their Web sites, to be downloaded by fitness enthusiasts who fantasize about becoming financially muscular while jogging past houses that are up the hill from their own. The fact that many of the major companies in this category, such as Vanguard, Citigroup and Fidelity, have already created and cleared written content causes this initiative to be even more appealing.

Travel companies can post audiologs describing tour packages and destinations.

Automobile manufacturers can make an early, and possibly lasting, impression on new drivers by posting “Rules of Safe Driving” as a podcast. They can promote it through high school driver education programs. When the adults aren’t looking, they can also post a series titled “Road Trips.” (This seems like a natural fit for Toyota’s new Scion nameplate.) And for adults who are shopping for cars, manufacturers can post expert descriptions of safety features, performance specs and product options.

Evangelical church leaders can post sermons as audio files, thus extending their ministry far beyond the limits imposed by geography. Picture this: Just as you are jogging to the crest of a hill the sun bursts over the horizon, while the voice in your ears describes the pleasures awaiting in the Kingdom of Heaven. These posts also might help to counter the inevitable attrition that comes from Americans’ itinerant ways.

Since portable MP3 players often are used to alleviate the tedium of exercise, fitness, health and beauty aid, and athletic shoe companies could pump lifestyle programming through the pipeline and still have something left to say.

In other cases, marketers could target portable listening devices as a means to create ancillary business.

Information providers can repackage content and sell it as downloadable files. For example, while Chicago Public Radio station WBEZ offers free archival rebroadcasts of its “This American Life” program, it charges $3.95 to download a show. Why can’t Dow Jones repackage written content as downloadable audio files to be listened to by financial strivers as they climb to the top of the Stairmaster?

Educational and training organizations can sell downloadable content. For example, universities can post lectures given by famous or expert speakers. Language schools can post lessons for executives on the go. Self-help and management gurus can post step-by-step guides to success, wealth, fame, love, revenge, and just about anything else.

Travel book publishers can mine their written accounts of travel destinations to post audio walking tours of cities, great churches, historic battlefields, famous monuments, and so on.

Organic food retailers, such as Whole Foods Market and Wild By Nature, can post downloadable health and nutrition information audio files.

Book publishers can post “Books on Podcast,” thus creating an offshoot of Books on Tape. This initiative is especially appealing thanks to its leverage — the readings already will have been recorded.

And in yet other cases, marketers will peer down the portable listening device pipeline to see entirely new businesses. Those perceptive enough will seize the opportunity leading to a base of approximately 22 million affluent adult American consumers and supply content that delivers value. They will recognize that the portable MP3 player is a portal, not a destination.

Frank Salerno ([email protected]) is president of River Communications, a marketing and strategic services firm in Ridgewood, NJ.