'Tech Guy' Talks About New Media For 'Old Media'
September 18, 2008 at 3:37 PM (PT)
PREMIERE RADIO NETWORKS' LEO LAPORTE gave the JACOBS MEDIA SUMMIT in AUSTIN a rundown of how new media can help "old media." LAPORTE, whose TWiT (THIS WEEK IN TECH) podcast empire encompasses several weekly tech and special interest shows and streaming video, noted that "we're in the content business. This modern age could be very good for us."
However, noting that a growing number of young listeners eschew radio in favor of iPODS, LAPORTE suggested that radio needs to identify its audience as a community ("a conversation, not a monologue"). He also noted that advertisers are looking for more specifically targeted "engaged" audiences, which his TWiT podcasts deliver at a CPM of $70 ($11,000/spot). The TWiT shows, he said, are "geeky" because they are designed to superserve the target audience, appealing to the specialized hardcore audience advertisers desire.
"We have to learn to treat the audience with respect," LAPORTE said, defining that as giving the listeners what they want, including full-show versions of his syndicated "THE TECH GUY" show rather than excerpts. In addition, LAPORTE discussed the value of TWITTER, online video,and blog comments in building a radio show's community. He noted that his podcasts have a monthly reach similar to a major-market radio station at a fraction of the cost.