Home' Trinidad and Tobago Guardian : September 3rd 2015 Contents B30
Guardian www.guardian.co.tt Thursday, September 3, 2015
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From Page B29
With podcasts, there is no interrupting every few
minutes. Shows have advertiser and sponsor support
that they usually address two-to-three times in an
hour or they are self-funded.
Podcasts are also building an enviable audience.
Edison Research says it s now split evenly between
males and females (a stark change from the early days
of podcasting) and that the majority of listeners are
25--to-34 years old and make a tidy US$75,000 a year.
Adam Curry, who, a decade ago, worked with devel-
opers to create the end-to-end infrastructure of pod-
casting, said that his twice-weekly podcast, No Agenda,
makes enough to sustain "the Curry and his cohost
John C Dvorak families for a couple of years now."
Belmont noted that online content creators have
more financial support options than ever. And people
are making it work. "I make a small profit, but most
of that goes to hosting and other business expenses.
But for other people, like fellow podcaster Tom Merritt,
for example, their podcast is their primary source of
income. That s a huge difference from a few years ago.
We now have the infrastructure to support independent
podcasters via Patreon or similar services, and they
no longer have to depend on sponsorships, which were
often fleeting to begin with."
Curry couldn t tell me how many people subscribe
to his podcast, but, like others, noted that you simply
do not need huge numbers to sustain your podcast.
For podcast advertisers, the key is a proven and devoted
audience---and the ability to connect with them.
That s why many podcasts use the personality-
heavy style of advertising: the classic sports-radio
style of promotion, meant to blend ads into the shows
with either custom spots where the host talks about
their experience with the products and services.
Still, counting listeners is a challenge. Traditional
advertisers appeared to be afraid of podcasts because
they couldn t track them like traditional radio shows.
Like other online ad companies, Midroll
charges by the CPM (costs per 1,000 impres-
Squarespace often got around that by using
trackable promotional codes, instructing lis-
teners to "Use WTFObama when making
"It made it easy for Squarespace to be an
early podcast supporter," Paul says.
That, however, is changing, as Apple,
iTunes, Google and Google Play start to offer
more validated download numbers. "TWiT,
for the first time, gave us validated download
numbers," says Paul.
The podcast, its adherents agree, is ready
to go big.
What s happened, to me, is incredibly
obvious, podcasting is taking over broad-
casting," said Curry, an original MTV VJay
who started in podcasting so he could broad-
cast on the Internet without having to deliver
the news every hour.
Even if podcasts have not "gone main-
stream" and the average consumer still
doesn t know what they are, there are people
watching the industry and, in some cases,
making moves. In July, the Scripps Company
snapped up Sach s Midroll for an undisclosed
sum. In August Hubbard Radio bought a 30
per cent stake in PodcastOne.
Mars told me he expect to see that kind
of consolidation, buying and speculating.
Still "those things concern me. I m interested
and concerned. I m in love with independent
media," he said.
Independence and relevance to their core
audience are things that define modern pod-
casts. They are community rooms with real-
time engagement (when you listen to stream-
ing shows) and weekly feedback from hosts
that makes the shows relevant and real. And
here s another advantage: unlike TV, and
radio, and traditional broadcasting, podcasting
is nimble and flexible, without a lot of baggage
from past failures. (mashable.com)
Fan base grew steadily over the years
Podcasts have been around for a decade
but are enjoying a renaissance thanks to
programmes like Serial.
For me, the understanding and
acceptance of podcasting as a
medium has only grown throughout
the years. What we are seeing now
are more established brands and
names getting into the game, which
obviously draws more attention.
Shows like Serial... have caused a lot
of people to sit up and take note.
---Veronica Belmont, tech expert.
Apple wants to be a central part of how you
The iPhone maker has forged partnerships with
CNN, National Geographic and others---more than
50 companies so far, representing hundreds of out-
lets. Apple will launch a News service on iPhones
and iPads as part of a free software update this
month. That means millions of devices will get the
app on the home screen, with no separate download
You begin by choosing at least three news topics
or outlets of interest. Topics include cooking, science
and dogs, while outlets include Hearst and Buz-
You get a customised feed of news. Just tap on
any item to get the story in a layout that resembles
a print publication ---without a lot of clutter found
on many Web sites these days. The app offers uni-
form navigation, but publishers can customise the
presentation to reflect their brands, says Troy Young,
president of Hearst Magazines Digital Media.
You can search for stories or browse by topic or
outlet. You can like or share stories, or save them
to read offline. Your interactions will influence
Although Apple has partnerships with just a few
dozen outlets, thousands more are available through
a feed technology called RSS. These are typically
top headlines chosen by the outlet and presented
in a standard format that various apps, such as
News, can understand. News from The Associated
Press will be available through the News app that
Apple to guide your
with news app
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