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SURVEY FINDS RADIO STATIONS SEE RETURN ON INVESTMENT IN PODCASTING TECHNOLOGY
~ 96% of stations surveyed utilize podcasting technology as part of their online presence ~
Contact: Lynn Harris Medcalf, 404-846-6850
Bethesda, MD – September 16, 2008 – These days, it would be a challenge to find a traditional radio station that does not have a presence online. Online elements allow listeners to learn more about issues, participate in promotions, check playlists, and download audio content.
Increasingly, listeners are downloading content in the form of podcasts. These podcasts are often for portable media players or MP3 players that allow listeners the freedom to listen on their own schedule. A recent survey conducted by News Generation of top news and talk radio stations in the top-25 markets digs a little deeper into the implementation of podcasting technologies.
The survey revealed that 100 percent of the 25 stations surveyed stream their content online. Only one of these stations did not use podcasting as a way to further their audience reach, meaning that 96 percent of them are currently offering podcast downloads of their broadcast programming. Select stations WCBS-AM in New York, WBZ-AM in Boston, KTRH-AM in Houston, KXL-AM in Portland, and KMOX-AM in St. Louis were interviewed in-depth for a closer look at how their stations utilize podcasting and what value it brings to a station.
These sample stations launched podcasting on their websites about one and a half to two years ago, making 75 to 100 percent of all programs available in podcast format. And the turn around time from when a program airs to when it is available as a podcast is almost instantaneous. These stations see podcasting as an important business investment.
Captive and interactive radio listeners turned site users, appeal to advertisers who place their ads preceding every podcast. For example, WCBS offers 50 to 70 podcast clips every day which translates into 700 to 800 thousand downloads a month, creating tremendous ad revenue. Kris Fay, Internet director for KXL-AM in Portland says, “Because it doesn’t cost much to do, the return on investment is great when it comes to what we can sell the podcast for. Being able to show advertisers’ downloads and subscriptions is a great way to give them tangible stats.”
Podcasting is not only financially valuable for stations; it also serves as an opportunity to honor a stations unique and loyal listenership. Jon Sullivan, webmaster at KTRH explains, “Podcasting is an excellent way for listeners to time-shift and it offers them an opportunity to share special segments with friends who might have something they deem worthy of attention. Those are values to the listener, and a value to the listener is always a value to the station.”
News Generation, Inc. is a public relations services firm specializing in radio. Founded in 1997, the company specializes in utilizing radio techniques, such as radio media tours and audio news releases, to secure earned placements for corporations, associations, non-profits and clients of public relations firms. For more information, visit www.newsgeneration.com.
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