Corporate Podcasting

Speaking of Steve Rubel:

In an interview conducted with the Bulldog Reporter (scroll down three-quarters way for the actual piece), New York Times veteran tech reporter John Markoff said that Steve Jobs told him he’s “getting interest from corporations about creating podcasts to reach customers and others directly — without going through [traditional media]. An example might include something like Adobe wanting a podcast for Photoshop users.” Is Apple eyeing corporate podcasting? [via Micro Persuasion]

One of the most interesting trends in media is the disintermediation of publishing. More and more companies are effectively bypassing traditional media companies and speaking directly to their customers through what effectively are corporately sponsored magazines. A company that I’ve been doing some work for lately – Redwood Publishing – specialises in these sorts of magazines, which often have circulations far, far in excess of their newstand cousins (Volvo Magazine, for example, is distributed in 75 countries in 27 languages!).

In the many-to-many conversation, corporations have access to the same tools as the rest of us. It’s just that they have an awful lot more money to spend – and thus, their voice is going to be one of the loudest ones around.

  • http://mildlydiverting.blogspot.com/ k

    …but, like the bore at a pary, they’ll be one of the most ignored, too.

    Huge circulation figures are meaningless in these examples, i can’t help thinking. Those free magazines that come with your mobile bill – do you read them? Do you pay the slightest bit of attention to them?

    Even if (like me) you’ll read anything put in front of you, your engagement with the form is much, much less if you haven’t deliberately chosen to buy that magazine – it’s just there, it’s obviously corporate, so you don’t… listen as loud.

    Corporate Podcasting sounds terribly like the marketing background noise you used to get on American Radio – drama that suddenly breaks into a crude toothpaste ad.

    Still – I suppose it might give rise to the next breed of Soap opera…

  • http://technovia.typepad.com Ian Betteridge

    You’d be surprised. Remember that companies have years and years of experience in marketing, and – as the investment they make tends to show – they believe that this sort of marketing works.

    (And remember that some of the kinds of magazines I’m talking about actually get sold – and sell very very well. Guess how many copies something like Sainsbury’s magazine sells – despite the fact that all it features are things you cn buy in Sainsbury’s…)