Patience with Podcasting: The Medium around the Corner

Attachment 32When television first came out as a commercial medium, broadcasters complained that advertisers were trying to judge commercials by the standards set for print advertising, and it took years before the two groups could reconcile their strategies. We are now seeing the same pattern with podcasting, but it seems that, in some groups, the lessons of history have not been remembered. With podcasting representing a new and exciting medium that combines the ease of digital with the visuals of video, advertisers and sponsors need to learn to give it time to produce substantial results. Even some of the smartest podcasters, such as The New York Times, forget that running new business like old business never works. [ Read Full Article ]

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