jacoBLOG: Radio Needs To Put More Energy Into Podcasting
January 7, 2016 at 10:41 AM (PT)
In the latest post on JACOBLOG, JACOBS MEDIA Pres. FRED JACOBS implores radio broadcasters to aggressively invest in the platform -- and not only for the potential for financial success, but because radio already possesses the ingredients to do it successfully.
"Production techniques, a sense of timing, and storytelling are all key ingredients central to creating great podcasts," he wrote. "But here’s the dirty little secret – there are some very good podcasts out there that cannot find an audience because their producers have no viable means of promoting or marketing them to their target audiences. Contrast that with radio, a medium that makes it relatively easy to draw a sizable crowd.
"Our experience in the mobile apps space has clearly illustrated how truly easy it is to encourage and generate downloads. Radio’s powerful megaphone – its strong reach – is the engine that drives this behavior.
"The same could be true with podcasts," JACOBS asserted. "A solid radio station and/or an effective personality could easily garner a considerable number of downloads based on brand equity alone. And you can bet that many consumers would actually listen to these podcasts if they were any good.
"Why the reluctance to jump into the space and at least take a stab at creating a podcast or two? It can’t be attributable to a major barrier to entry. Podcasts don’t require an FCC license, a tower, or a transmitter. You don’t need a major capital expenditure on equipment because every stations has mics, recording equipment, and production resources.
"The skills necessary for creating a compelling podcast are also present inside virtually every station on the air today. In fact, the only investments necessary are time, imagination, creativity and a sense of curiosity, imagination, and adventure. The cost of failure? Not a whole lot.
"In theory, quality radio professionals should be better podcasters than the majority of those flailing away at the craft each week, trying to get noticed in the podcastosphere," he concluded. "But radio won’t get anywhere in the podcasting space if it doesn’t make an effort."
Read the entire post here.