V Australia gets with the podcasts
Sadly, but not surprisingly, podcasts in Australia don’t tend to get much big brand support. The primary reason, I suspect, is because of their lack of reach.
We carried a good piece a few weeks back by Cameron Reilly on the issues that The Podcast Network faces.
But it was good to hear a big Australian brand getting involved in supporting the medium, even if it was via the US.
I’m a fan of a daily news podcast called To The Point, which is produced out of California by radio station KCRW.
The LoveDigital podcast is quite good.
Um, the ABC had podcasts for almost every Radio National programme a couple of years back now. Even before the BBC.
It’s not hard to create a podcast. Also lack of reach isn’t really an excuse. Ever heard of the long tail?
Andrew
Hi Andrew,
I probably wasn’t clear enough. I’m a big podcast listener – it’s why I’m always accidentally blanking friends on the bus as I sit there with a glazed expression, so I did know they’ve been around for a long time. I was actuallly talking about advertising and sponsorship of podcasts by mainstream brands, which never seems to have quite taken.
Hi Brent,
I think the Love Digital podcast is the one done for Marketing magazine in Melbourne – it is good. One question the guys at Marketing magazine might be able to answer for me though: I did a lengthy interview with Love Digiital when Mumbrella first launched. I’ve always wondered why you didn’t air it?
Cheers,
Tim – Mumbrella
Tim,
Oops, yeah probably jumped the gun a bit…
I suspect that most large brands have no insight into what their digital audiences really want so cannot hope to be able to produce something they’d want to subscribe to. The problem isn’t a technological one, it’s an insight one. If they did know what their audiences wanted, creating a podcast (or podcasts) that provided some sort of value would be a no-brainer and very easy.
cheers
Andrew
OK, a shameless plug, I know, but I thought I’d mention BTalk Australia, a podcast hosted by Phil Dobbie (http://blogs.bnetau.com.au/aus.....australia/). It covers a wide variety of topics on Australian business, many of which are marketing- and advertising-related. I think Phil does an excellent job – would love to hear feedback from other podcast listeners.
Cheers,
Brian
I’ve been advising the Collingwood Football Club on digital media since the beginning of 2005 – when we created “The Weekend That Was”, one of the first vodcasts in the world. Now “CTV” and “Magpie Radio” produce something like 6 different vodcasts/podcasts/video updates per week – to a massive number of Collingwood supporters (yes, we can use computers, thanks!)
Collingwood has been able to secure some substantial podcast/vodcast sponsorships from organisations like Connex, TAB Sportsbet and others by demonstrating a content creation discipline, focus on a key topic (footy) and also cross promotion through other means (club website, ground signage, playing vodcast highlights on the screen at games).
The podcasts / vodcasts are now some of the most popular in the AFL – with a very loyal and expanding fan base.
Hi Tim
Another shamless plug maybe, but I’m pleased to say that a set of 22 language guide podcasts ZigZag Lane has produced for World Nomads travel insurance have reached over 400 000 downloads. Podcast can be a fantastic cost effective way to build a brand.
Kudos to Virgin for pushing the envelope once again. I only wish more big brands had the nerve to test innovative waters now and again – our business culture seems to demand they do before the little fish follow.