by Daniel Anstandig

“iTunes just sent me an e-mail about putting public radio on my iPod, and I thought that was a cool idea! I get to decide what shows I want to hear anytime.”

That was a quote from a 24 female who talked about her discovery of podcasting in a focus group I recently moderated with young radio listeners. She was one of ten people in the group who had all discovered and tried loading a podcast onto their iPods at some point in the last month.

Most of my radio clients have embarked on podcasting in the last year, recognizing its potential to bring new listeners and new revenue to the table.

She was referring to an e-mail we later tracked down from Apple, which advertised several public radio show podcasts available through iTunes.

Most of my radio clients have embarked on podcasting in the last year, recognizing its potential to bring new listeners and new revenue to the table. In some cases, we have worked with radio stations who have signal issues to install internet-radio streaming and podcasting as part of their “reach” strategy.

Whether you are developing a plan to podcast or nurturing an existing podcasting plan for your station, here are some DO’s and DON’Ts to consider:

DO Capture Audience with Niche/Special Programming

Podcasts are a great opportunity to serve niche interests in a way that you cannot in a mass-appeal broadcast. A podcast on “caring for your pets,” for example, can superserve interested listeners without taking valuable airtime for something only 10% of the broadcast audience may find interesting. The more topics offered in a quality way, the greater amount of potential audience interest.

DO Establish Standards of Quality

If it’s not good enough to hit the air, don’t put it in a podcast. Remember that all content that comes from your station, whether it’s on your website, iTunes, or on your airwaves, represents your brand.

DON’T Give Them Fluff

Drop the niceties. Get to the point. Podcasts are not about filling time. They’re about instant gratification. Listeners of Podcasts are used to the hustle and bustle of the digital age and don’t need lots of “setup.” Get to the punch-line quickly by giving them the content they want and let them get on to the next Podcast. Lousy attempts to tease and stretch your content will leave you victim to the fast-forward button.

DO Partner to Increase Audience

Develop short programs with local experts and interesting people who have something to say. Then, give them the tools they need to promote your radio station. Equip them with “tune-in cards”—business cards with your station’s website and the name of their podcast.

One of my clients features a local “BEST OF” podcast, spotlighting the best of local attractions. Every time a local establishment is given a “best of” award, they receive a certificate with the station’s website and “As Featured On” text printed large. They are encouraged to post the certificate proudly in front of their customers.

DO Increase Advertising Revenue with Sponsorships

With the diversification of podcasting topics comes a greater potential for advertising revenue. Stations can look to businesses for sponsorship of the Podcast by branding each individual podcast. For example, a podcast about home improvement might be branded as the "Home Depot Home Improvement Podcast.”

DON’T get stuck in the “30’s and 60’s commercial model”

Avoid running traditional :15 or :30 second commercials at the beginning of your podcasts as they would be heard in a commercial stopset. Listeners to podcasts will hit the delete key before you ever get to your show. Podcasting gives you an opportunity to creatively couch your advertising partners message. Brand the podcast with your advertiser’s name, or weave a short conversational ad into the podcast. Explore ways to break out of the traditional “30’s and 60’s” thinking with podcasting.

DON’T Bury Your Podcasts

Don’t hide your Podcasts deep within your station’s website. Most visitors to websites only visit 2-3 pages deep into the site. Feature an attractive showcase of the latest podcasts on your station’s front page.

DO Make it Catchy

Use creative production without being overwrought or outlandish. It’s still theater-of-the-mind, regardless of what the headphones are plugged into.

DO Publicize Your Podcasts

If a podcast falls in the forest, and noone is there to download it, did it really happen? The answer is no. Challenge your personalities to creatively cross-promote. If your station or personalities host a “blog,” consider offering background on each episode of the podcast on the blog. Post pictures of the podcast on-air talent and their guests on your site, as well.

DO Syndicate

Make your podcasts available through “syndication” with iTunes. Also post your podcasts in audio download directories.

This article was reprinted in Radio Ink Magazine.

email Daniel Anstandig