Don’t get us started on
podcasts. If you follow the online medium, you might have the
mistaken impression that podcasts are the greatest thing since sliced bread. But in truth, only about 6% of US adults, or 9 million web users downloaded a podcast in the last 30 days according to estimates by Nielsen Net Ratings. But the other 94% of US adults have never heard of postcasting, and laugh hysterically when the concept is explained to them. Still, companies like Dixie Paper Company, Sony Pictures, Shell Oil, Earthlink, Warner Bros., HP, HBO and GoDaddy already advertise on podcasts. And as you might expect, 60% of podcast listeners says they fast-forward through these advertisements. So advertisers are working to integrate there messages into the editorial content—think Paul Harvey. Trust us--
Marketing Blurb loves online editorial and advertising more than the next pundit. But our life is too short for podcasts. We still believe this medium is not ready for prime-time marketing. Brandweek has more—you can read what they have to say!
Photo Credit: USA Today
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