Podcasting is Paying Off

Major advertisers like Volvo and General Motors are making noise about, and with, podcasts. Volvo (F) paid Weblogs Inc. $60,000 to sponsor the Autoblog.com Web log and podcast for six months, BusinessWeek Online reported. Four months into the deal, the podcast, an audio program that can be downloaded from the Internet, has been retrieved 20,000 times. General Motors (GM) has also begun “FastLane radio,” featuring one podcast that included a company public relations person interviewing a GM executive about the new Pontiac Solstice. Mark LaNeve, chief of marketing for GM, said podcasts are a perfect way to promote brands that have an “enthusiast” audience, like the Hummer or Corvette. Podcasting, which takes its name from the popular Apple music player, is a real threat to traditional advertising media, Rishad Tobaccowala, chief innovation officer at Publicis Groupe Media (PUB), told Business Week. “(It) allows the consumer to be their own programmer. That will obsolete terrestrial radio for many advertisers.” (Source: Great Lakes IT Report: Reporter: Matt Roush)

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