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Podcasting isn't always cheap and easy

Podfading: A short-lived podcast...

Podcasting has drawn thousands on the premise that anyone can create an audio program, build an audience online and even vault to stardom. Less celebrated is the fact that untold numbers of shows just wink out just as suddenly as they started.

The phenomenon has earned its own label, "podfading," coined by podcaster Scott Fletcher in February 2005 when he gave up on two podcasts of his own.

The next time someone comes to you with a podcast idea, have them read this article first. :-)

Read the article on Wired News, "Podfading Takes Its Toll."

New York Times Now Podcasting

The New York Times has moved into podcasting [See their podcasting page here]. The company is referring to it as a "a modest expansion" of the audio content they have already been distributing on their site and through WQXR Radio.  Overall, they have 13 podcasts. A front page summary was launched on January 26 and additional podcasts were launched on February 2 (one is on the Olympics, so that one will likely go away in a few weeks). They are available through iTunes and Yahoo.

The Front page summary podcast does not include advertising.  It is unclear (I haven't started exploring yet) whether or not the other podcasts are commerical free as well.  More on that later.

While there is no doubt podcasting has legs, the NYT entry into this medium gives it a huge boost.  How many iPod users will start downloading podcasts as a result of NYT's move?  Of course, that will have everything to do with how good the podcasts are and how the NYT will promote it.  See the comments from Paul Colligan below.

See "NYT Unveils 11 Podcasts" from Media Week.
Also, see "New York Times Podcast Proves 2 Things" from Paul Colligan.

Podcasting for dollars

Business Week reviews the state of for-profit podcasting. 

Many podcasters are turning to sponsorships, which typically involve a 15- or 30-second audio ad at the beginning of the podcast. The popular podcasts usually set flat rates ranging from a few thousand dollars a month to as much as $45,000.

Another interesting idea: podcasts episodes devoted entirely to a product or service. The article reports that Mommycast, one of the podcasts in the new network being launched by Adam Curry, will promote a new toy from Hasbro Inc. called iDog on each of its episodes.

In the end however, is a successful podcast different as an advertising medium from a successful radio program? No. We should expect to hear ads on popular podcasts in the near future.  And what about iPod videos? You just know someone is going to integrate all of this.

Yahoo does podcasts

Yahoo has launched its podcast directory, Yahoo! Podcasts.  It is marked "Beta."  Yahoo has done a better-than-average job bringing RSS to its users.  So, I look forward to watching Yahoo do the same with podcasts.

Podcasts I Like

I wish I had more time to test drive all of those podcasts on iTunes.  I don't, so what do I do? I look for names (a.k.a. brands) that I recognize and try those. There's a lesson here for anyone who is serious about this market: If you are a recognizable brand, include the name of that brand in your podcast title.  If you aren't, either align your self with one or be prepared to invest in marketing.

There are a few podcasts I enjoy: Buzz Out Loud from CNET and Slashdot Review. Both are very techie, but interesting enough that I make a point of listening to them almost every day. (Also, Slashdot Review always features a song from garagebands.com at the end of each broadcast... I haven't been disappointed yet!) I have also subscribed to the Grassroots Enterprise Podcast. Those are released sporatically. But, good stuff, too.

VCs investing in podcasting

Another sign that Podcasting is here to stay... see "Podcast start-up scores $8.85 million in funding," from News.com.

Privately held PodShow has received $8.85 million in strategic investments from Kleiner Perkins Caufield & Byers, Sequoia Capital and Sherpalo Ventures, the company said Tuesday.

See also: "PodShow Receives $8.85M from Kleiner Perkins Caufield & Byers, Sequoia Capital and Sherpalo Ventures," from Podshow.com.

Also, see this: "VCs Invest in Podcasting," from the Red Herring.