Eric Schwartzman posted his opening remarks on Spinfluencer. (Thanks, Eric. I couldn’t type as fast as you were speaking.)
The session was titled “Building a Business Case for Podcasting” and the discussion included Heather Green from BusinessWeek, Mikel Elcessor from WNYC and Jeff Burkett from the Washingtonpost/Newsweek Interactive.
Of particular interest from Eric’s remarks:
I recently met with the executive in charge of marketing at one of the three major broadcast networks to discuss podcasting at their request. We discussed, at length, what I perceive as the benefits of podcasting, which are:
1. Podcasts allow listeners to time-shift and place-shift media consumption
2. Podcasts are 100% efficient, since episodes are only downloaded by listeners on an opt-in basis
3. Podcasts are easily accessible to a global audience that is not defined by geographic boundaries
4. Podcasts are heard by an educated, influential audience with a high disposable income
5. Podcasts afford companies the ability to leverage electronic programming without an outside news media filter
6. Podcasts are the most cost effective electronic media distribution channel available
And each of these was supported by considerable research. And BTW, if you’re interested in getting that, we’re releasing a white paper this week that has all that research in it so give me your card if you want a copy and I’ll make sure you get it.