Podcast Academy: The Business Podcasting Book: Launching, Marketing, and Measuring Your Podcast [Paperback]

Michael Geoghegan (Author), Greg Cangialosi (Author), Ryan Irelan (Author), Tim Bourquin (Author), Colette Vogele (Author)

Book Description

ISBN-10: 024080967X | ISBN-13: 978-0240809670 | Publication Date: October 2, 2007 | Edition: 1

Exclusive Podcast Academy training now available in a book!

Podcast Academy, the leader in audio/video podcast and new media education, brings you their first book, Podcast Academy: The Business Podcasting Book, based on their seminars. Written by industry experts, this book brings you practical experience that you can apply to your own business. It covers planning, content creation, legal considerations, branding, marketing, advertising, monetization, and much more. The authors and contributors have been behind many of the earliest corporate podcasts and share their knowledge, success, and real-world experience with you.

Podcasting is changing the way organizations are communicating with their customers, prospects and the media. It is an essential new medium for any company looking to extend their communications outreach, and expand their brand awareness. This applies for companies, organizations, charities, schools and groups that range in size from small to Fortune 500 enterprises. If you are thinking about podcasting as a medium for your organization, The Business Podcasting Book will give you a solid understanding of how to create your own company's voice, measure your efforts and maximize your opportunity. Implement your podcasting strategy now!

*Covers the entire business side of podcasting: planning, monetizing,
marketing, measuring and much more
*Case studies from corporate podcast initiatives - what works and what to avoid
*Individual author and contributor tips from Podcast Academy'sT line up of experts

Editorial Reviews

Review

"This is the book I wish we'd had before our first podcasting initiative; it would have saved me countless headaches and missteps. Now that it's here, I'm referring to it constantly as we get our next one off the ground." Eric Schumacher-Rasmussen, Editor, StreamingMedia.com



"I highly recommend this to podcast producers, marketing, business professionals or someone with a interest in how the business of podcasting works. I have several books on podcasting. Most if not all are collecting dust on my shelf. In the first week of having this book it became the most worn, highlighted, and read book on this topic to the point it is on my desk as a direct reference to projects I am working on right now and I don't see it moving any time soon." -Brian Edie, Calgary Social and New Media Meetup Group

About the Author

Michael W. Geoghegan is co-founder and CEO of GigaVox Media and Podcast Academy. His podcasting endeavors include Disneyland, Reel Reviews: Films Worth Watching, Grape Radio, and PrivaCast, an enterprise-level solution for secure RSS currently used by Duke University. Michael is also co-author of "Podcast Solutions: The Complete Guide to Podcasting", speaks frequently on podcasting's impact on new media and its corporate applications, and is often quoted by the media including in The New York Times, USA Today, CNN and Wired Magazine.

Greg Cangialosi is President and CEO of Blue Sky Factory, Inc., an organization behind some of today's most successful email marketing initiatives from leading Fortune 500 companies to performing artists such as Justin Timberlake. He is a seasoned lecturer on the topic of email and podcasting, and has been involved in online communication projects for today's most recognized brands including The PGA Tour, Under Armour, Improv Comedy Clubs, The McGraw-Hill Companies and TIG Global. Cangialosi pioneered corporate podcasting initiatives for companies including Verizon Wireless, GM/ Pontiac, Disney, Dow Chemical and Ortho-McNeil and is an active blogger for (www.thetrendjunkie.com) since 2003 and produces the weekly podcast ROI Radio (www.roiradio.com).

Ryan Irelan is a podcaster, Web developer, and writer who launched his first podcast, an indie music show, in December 2004. He created, maintains and writes for Podcast Free America (www.podcastfreeamerica.com), a website dedicated to providing authoritative information on podcasting for people of all technical levels. Ryan also publishes a short podcast of the same name that offers actionable podcast advice for the beginner. He has helped individuals and businesses with their podcasting concerns through consulting and speaking.

Tim Bourquin is Founder and CEO of TNC New Media, Inc., an online media company that has developed, launched and grown several advertising-supported podcasting sites and the Founder of the Podcast and New Media Expo (NewMediaExpo.com), an annual conference and tradeshow for digital content creators. Tim's expertise in building communities and creating audio content for community websites has allowed TNC New Media to develop niche content that is attractive to both the listener and advertisers wanting to reach a highly-targeted audience.

Colette Vogele practices intellectual property law specializing in technology, new media, and the arts. She heads Vogele & Associates (www.vogelelaw.com) where she represents numerous bloggers, podcasters, and businesses building Web 2.0 social networks and interactive communities. Vogele speaks and writes regularly on issues related to intellectual property and the internet and she co-authored the Podcasting Legal Guide (2006) with Creative Commons and Harvard's Berkman Center for Internet & Society. In January 2007, Vogele launched Rules for the Revolution, an audio podcast offering commentary on the legal questions faced by podcasters, video-bloggers and others engaged in new media innovations.

Product Details

• Paperback: 448 pages
• Publisher: Focal Press; 1 edition (October 2, 2007)
• Language: English
• ISBN-10: 024080967X
• ISBN-13: 978-0240809670
• Product Dimensions: 9.2 x 7.5 x 1.1 inches
• Shipping Weight: 2.3 pounds (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #91,008 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

11 of 11 people found the following review helpful:

5.0 out of 5 stars A great book on podcasting that covers an overview, fundamentals, production, and distribution. Amust read for serious marketers, April 6, 2008

By 

Jeff Lippincott "JLIPPIN" (Princeton, NJ USA) - See all my reviews
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This review is from: Podcast Academy: The Business Podcasting Book: Launching, Marketing, and Measuring Your Podcast (Paperback)

I liked this book a lot. It is very well outlined. And it is very well written. I found it to be an easy read. But not a particularly quick read since it is pretty thick in page count and page size. The book is broken into four parts and 16 chapters:

I. Podcasting overview: Understanding the medium and its impact on business (Chapters 1-3)
II. Podcasting fundamentals: Planning and development (Chapters 4-6)
III. Producing the podcast: Production, delivery and legal issues (Chapters 7-10)
IV. Podcast distribution: Marketing, measuring and monetizing (Chapters 11-16)

Social media and Web 2.0 is comprised of a few tools that people and businesses can use to be a part of that community. The main one is blogging. And podcasting is a natural extension of blogging. What is said and has been written about blogging can also be said and written about podcasting. And this book does just that. Some people read books to get their information. Others listen to the radio or watch TV. I suspect many more listen to the radio and watch TV than read books.

Currently many more people taking part in Social Media and Web 2.0 are blogging than podcasting. But that statistic very well may change. And by reading this book one will probably understand and realize why. And even better, one will learn how to get involved in podcasting.

This book is specifically written for a business audience. It focuses on how businesses can incorporate podcasting into their marketing mix. It covers planning, content creation, legal considerations, branding, marketing, advertising, monetization, and much more.

I liked the chapter summaries at the end of each chapter called "Lessons Learned." They made it easy to get an overview of the book before I read it page to page. My favorite chapter was the seventh. It went into "Podcast Production." It got into sufficient detail and specifics that I pretty much saw what was involved in creating audio and/or video files. Emphasis was more on audio files.

The bottom line is that businesses should understand the power of podcasting and how to use it in their marketing mix. Podcasting can significantly improve a company's communications efforts with its customers, prospects, and the media. 5 stars!

11 of 11 people found the following review helpful:

5.0 out of 5 stars Must have for business podcasters, November 11, 2007

By 

Kristopher Smith (Chicago, IL) - See all my reviews
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This review is from: Podcast Academy: The Business Podcasting Book: Launching, Marketing, and Measuring Your Podcast (Paperback)

This book stands head and shoulders above all other podcasting books for teaching you how to make podcasting a go within the enterprise. I haven't read another book that addresses so many of the concerns that businesses have when they want to start podcasting. The other two that I have read focus on the independent podcaster and the issues that they encounter with a small focus on business interests.

What makes this book stand out so much for me is that it is written at a technical level that anyone can understand regardless of their role within a business. Every idiosyncratic element of taking a podcast from the planning stages production, copyright, distribution with rss, ROI and podcasting's role in integrated marketing is addressed in full.

Businesses and "internal champions", as they are called in the book, tasked with creating a new or social media presence through podcasting should pick up a copy. Podcast consultants, you too could learn a thing or two from this book. I did.

Many thanks to the authors!

13 of 14 people found the following review helpful:

5.0 out of 5 stars Solid Information; The Case Studies and Research are Priceless, November 21, 2007

By 

Jason Van Orden "Jason Van Orden" (New York, New York) - See all my reviews
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This review is from: Podcast Academy: The Business Podcasting Book: Launching, Marketing, and Measuring Your Podcast (Paperback)

As a podcasting and new media consultant, I've read just about every podcasting book out there (and authored one myself). This book is now at the top of the short list of books that every business podcaster (or podcaster with business aspirations) needs to read. The authors know there stuff and have done their research. I'll be referring again and again to the case studies and ideas shared in this book.