1. Podcasting: A Business Case Chris Green Technology Editor: Computing Magazine Host/Producer: Computing Podcast http://www.computing.co.ukchris_green@vnu.co.uk Chris Green Technology Editor: Computing Magazine Host/Producer: Computing Podcast http://www.computing.co.ukchris_green@vnu.co.uk

2. ContentsContents  Computing Podcast  Why Podcasting, Why now?  Business Benefits  Downloading vs Streaming Content  Future Plans  Computing Podcast  Why Podcasting, Why now?  Business Benefits  Downloading vs Streaming Content  Future Plans

3. Computing Podcast  Launched December 2005  First show: Two-part documentary on podcasting recorded at the Portable Media Expo in Ontario, California  Format:  Minimum of one show a week  20-30 minutes per show  Regular presenter  Extensive use of studio guests and reporter participation  Launched December 2005  First show: Two-part documentary on podcasting recorded at the Portable Media Expo in Ontario, California  Format:  Minimum of one show a week  20-30 minutes per show  Regular presenter  Extensive use of studio guests and reporter participation

4. Computing Podcast  Core Content:  Detailed analysis and discussion between host and writer of one particular subject/story  Selection of shorter spots allowing for additional analysis and discussion of articles in that week’s edition of Computing  Podcasts take the stories further, rather than just repeating what has already been published in print and on the web  Core Content:  Detailed analysis and discussion between host and writer of one particular subject/story  Selection of shorter spots allowing for additional analysis and discussion of articles in that week’s edition of Computing  Podcasts take the stories further, rather than just repeating what has already been published in print and on the web

5. Computing Podcast  Additional Content:  Whole/extended recordings of interviews featured in print  Conference coverage and highlights of keynote speeches  Conference and exhibition vox pops  VNU Web Seminar highlights  and much more……  Additional Content:  Whole/extended recordings of interviews featured in print  Conference coverage and highlights of keynote speeches  Conference and exhibition vox pops  VNU Web Seminar highlights  and much more……

6. Why Podcasting, Why Now?  Need to reach our readers at times/in places where printed paper is less effective  Apple sold 32 million iPods in 2005, 14 million of which sold in Q4 2005  MP3 players and digital media has defeated traditional age, sex and social class barriers  Advertisers want cross-media opportunities  Proliferation of broadband: consumers and businesses have the bandwidth to make delivery of content possible!!!!  Need to reach our readers at times/in places where printed paper is less effective  Apple sold 32 million iPods in 2005, 14 million of which sold in Q4 2005  MP3 players and digital media has defeated traditional age, sex and social class barriers  Advertisers want cross-media opportunities  Proliferation of broadband: consumers and businesses have the bandwidth to make delivery of content possible!!!!

7. Business Benefits  Computing has loyal, affluent and influential readers: 9-5, Mon-Fri (but mostly Thursday)  Podcasting allows us to reach our readers in the car, in the gym, on the train etc - places they won’t/can’t read out print or web versions  Podcasting provides a low-cost, unregulated, free-length platform to extend coverage and reuse recorded material that would otherwise go to waste  Computing has loyal, affluent and influential readers: 9-5, Mon-Fri (but mostly Thursday)  Podcasting allows us to reach our readers in the car, in the gym, on the train etc - places they won’t/can’t read out print or web versions  Podcasting provides a low-cost, unregulated, free-length platform to extend coverage and reuse recorded material that would otherwise go to waste

8. Business Benefits  Ability to leverage and develop broadcast talent, both sides of the mic  Provides important component of cross media sales and publishing strategy  Cost of entry - less than £100  Ability to leverage and develop broadcast talent, both sides of the mic  Provides important component of cross media sales and publishing strategy  Cost of entry - less than £100

9. Downloading vs Streaming Content Downloading  No live broadcasts  Payload can be kept to a minimum  Download once, listen multiple times, listen anywhere  Downloads do not always equal viewers/listeners  MP3 - universal format  Low cost to implement/run  Bandwidth-friendly  Easy to host  DRM control possible Downloading  No live broadcasts  Payload can be kept to a minimum  Download once, listen multiple times, listen anywhere  Downloads do not always equal viewers/listeners  MP3 - universal format  Low cost to implement/run  Bandwidth-friendly  Easy to host  DRM control possible Streaming  Ability to deliver content live  Requires access to Internet connection at time of watching/listening  More reliable count of viewers/listeners  Bandwidth intensive  Expensive to implement  Technically more problematic for end-user, especially Linux, Mac and mobile users  Requires specialist hosting and skills to maintain Streaming  Ability to deliver content live  Requires access to Internet connection at time of watching/listening  More reliable count of viewers/listeners  Bandwidth intensive  Expensive to implement  Technically more problematic for end-user, especially Linux, Mac and mobile users  Requires specialist hosting and skills to maintain

10. Future Plans  Carriage on iTunes: Letting the wider world know you exist!  Refine and develop the Computing Podcast: Improving the content, sound quality etc  Cultural Battle: Persuading reporters to podcast  Branded podcasting across VNU: Leveraging the VNU magazine and web brand portfolio to reach consumer and corporate/professional demographics  Live Show: Stream it live, podcast it later!  Video Podcasting  Carriage on iTunes: Letting the wider world know you exist!  Refine and develop the Computing Podcast: Improving the content, sound quality etc  Cultural Battle: Persuading reporters to podcast  Branded podcasting across VNU: Leveraging the VNU magazine and web brand portfolio to reach consumer and corporate/professional demographics  Live Show: Stream it live, podcast it later!  Video Podcasting

11. Thank You www.chrisgreen.co.ukwww.computing.co.uk/podcastschris_green@vnu.co.uk www.chrisgreen.co.ukwww.computing.co.uk/podcastschris_green@vnu.co.uk VNU Podcasts  www.computing.co.uk/podcasts  www.vnunet.com/podcasts Podsafe Music  music.podshow.com Podcast Directories  podcasts.yahoo.com  www.podcastalley.com  www.ipodder.org Podcast Advertising and Statistics  www.podtrac.com  www.podshow.com Hardware  www.phonic.com  www.behringer.com/UB802 Software  audacity.sourceforge.net  www.castblaster.com  www.makepropaganda.com  www.hotrecorder.com Portable Media Expo 2006  www.portablemediaexpo.com VNU Podcasts  www.computing.co.uk/podcasts  www.vnunet.com/podcasts Podsafe Music  music.podshow.com Podcast Directories  podcasts.yahoo.com  www.podcastalley.com  www.ipodder.org Podcast Advertising and Statistics  www.podtrac.com  www.podshow.com Hardware  www.phonic.com  www.behringer.com/UB802 Software  audacity.sourceforge.net  www.castblaster.com  www.makepropaganda.com  www.hotrecorder.com Portable Media Expo 2006  www.portablemediaexpo.com