Podcasting Gets Targeted with Nanocasts
Jackstreet Media has announced five online pilot “nanocasts”, digital radio programs aimed at highly targeted audiences—covering such diverse content areas as book publishing, mind/ body fitness, emergency preparedness, HIV/AIDS, marketing, corporate business and consumer issues.
Los Angeles-based Jackstreet says all the programs begin with a clear definition of the target audience and the business and revenue models and use a system for focusing on commercial audiences called Really Targeted Syndication (RTS).
The five programs are podcast, streamed, available via Really Simple syndication (RSS) and nanocast by RTS. They can be accessed at the Web sites for wbjradio.com, mesicsfitnees.com, getprepared.org, hivradio.com and gmarketing.com.
Nanocasting blends podcasting, streaming media and e-commerce technologies into what Jackstreet claims is a market-tested system for using online radio commercially.
The pilots go beyond the standard advertising, sponsorship and subscription-based thinking involved in podcasts. Each of the programs starts with a clear path to profitability, said Errol Smith, founder of Jackstreet Media. The pilots fall into three categories based on the role of podcasting in the business model: those that are podcast-based, podcast-dependent and podcast-enhanced.
“Nanocasting refers to programming produced for the most narrowly but clearly defined target audience,” Smith said. “This is the audience that is most interested in the type of programming, and from a marketing standpoint, the audience that is most likely to buy related products.”
