Commercial Podcasting

For existing radio networks, individual radio stations, and even television stations, the move to podcasting is an obvious one. These outlets quickly realized that there was a market for their programming to be disseminated in the form of MP3 or AAC files for audio, and MP4 or QuickTime files for video, so that individuals could enjoy them on their own time. And while the listener/viewer has control over whether she listens to or watches any advertisements during the program, the exposure can only serve to aid in the growth of a fan base for any program. As a result, an increasing number of media outlets are making podcasts available to the public from their Web sites. A trip to ESPN's Web site, for example, shows an area specifically for podcasts (Figure 1.4).

Figure 1.4. Most Web sites now include specific areas for podcasting.

Also, several Web sites, including Apple Computer's iTunes Music Store and Audible.com's online store (Figure 1.5), sell commercial podcasts of periodicals such as Scientific American magazine and newspapers such as The Wall Street Journal. The cost of these podcasts is often less than that of the publications on the newsstand, and they can be purchased through subscription, much like any magazine or newspaper. As time goes on, we can expect nearly every magazine to be available in this format, allowing readers everywhere to get in their reading while riding a bike or driving a car.

Figure 1.5. Audible.com's Web site sells audiobooks and also commercial podcasts of popular television and radio shows.