Repurposed radio programs and a number of innovative niche audio and video podcasts such as TWiT have loyal followings. But these are exceptions. Tellingly, 22 of the 25 “Top Podcasts” on the front page of iTunes podcast directory are established brands from the mainstream media world, including HBO, NPR, the BBC, ESPN, The Onion, and Oprah Winfrey. In this environment, most new and smaller podcasts have to struggle to be heard. Until the technologies surrounding podcasting are able to improve the user experience and better serve advertisers, podcasting will remain on the fringes.
I have been listening to podcasts since I ran across Adam Curry’s original applescript for downloading them and still listen to them daily.
The points this article makes may be valid from author’s perspective, but I think he is missing the point.
First, just because you make a podcast, no matter how well produced or content rich, doesn’t mean anyone will find or listen to it.
Second, the barrier to entry for podcasting is so low, more of them are produced. This means more of them fail.
I think old school media people, coming from print, radio or television will be disappointed. They are used to a built-in success factor those established mediums offer and trapped to some extent by their habits.
