Mirabaud3 Mar 2024 14:47
1. Podcast madness
If you're fed up with eye-watering videos, non-stop radio or books, there's an alternative: podcasts! Podcasting
is nothing new, and you've certainly had your taste of it, but it's a growing field that's becoming impossible to
ignore. Here's a review and analysis of a true phenomenon.
a. The facts
Unfortunately, there have been countless announcements of redundancies in both the print and digital media.
Even website publishers, for example, who were thought to be immune to just about any headwind, are talking
about layoffs because of the drop in advertising business.
Some publishers have noticed that only news sites are able to generate adequate advertising revenue.
Because that's what the public "consumes".
The estimate concerns the online display advertising market, which includes banner, video, audio and special
operations formats, including mobile and all marketing methods.
There is, however, a “newcomer” who is not experiencing a crisis and who could attract a new stream of
advertising: podcasts.
b. What is a podcast?
According to the definition, a podcast is digital audio content that can be listened to anywhere, anytime, using
RSS feed technology. The term (a contraction of iPod and broadcast) was coined in an article in The Guardian
in 2004. The following year, on 28 June 2005, Apple seized on the term and made podcasts widely available
by introducing the concept of subscriptions in version 4.9 of its iTunes software, enabling synchronisation with
the iPod. At the time, there were 3,000 podcasts available...
c. There are podcasts and then there are podcasts
Contrary to popular belief, there are several podcast segments:
• Radio programme replays (or "catch-up radio"): these are radio station programmes (features, news
programmes, documentaries, etc.) that can be listened to on demand. Almost all radio stations offer
their programmes as podcasts.
• Native podcasts: this is audio content produced for direct broadcast to the public, without being
broadcast on the radio. There are many more of these, as they are not subject to a programme
schedule and, above all, are easier to produce. This category includes independent podcasts and
podcast networks.
Beyond the media, brands are also getting on board. In France, Orange, LVMH, Veuve Clicquot, Hermès and
Guerlain are among the brands to have created their own programmes, as part of a wider brand content
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