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Podcast Academy: The Business Podcasting Book: Launching, Marketing, and Measuring Your Podcast Paperback – September 18, 2007

ISBN-13: 978-0240809670 ISBN-10: 024080967X Edition: 1st

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Podcast Academy: The Business Podcasting Book: Launching, Marketing, and Measuring Your Podcast + Podcast Solutions: The Complete Guide to Audio and Video Podcasting + Producing Video Podcasts: A Guide for Media Professionals
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Product Details

  • Paperback: 448 pages
  • Publisher: Focal Press; 1 edition (September 18, 2007)
  • Language: English
  • ISBN-10: 024080967X
  • ISBN-13: 978-0240809670
  • Product Dimensions: 9.4 x 7.5 x 0.8 inches
  • Shipping Weight: 2.3 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #1,221,489 in Books (See Top 100 in Books)

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.

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Customer Reviews

4.9 out of 5 stars
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My favorite chapter was the seventh.
Jeff Lippincott
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.
Jason Van Orden
I use it for all my audio production including my podcast and love it!
Martin Brossman

Most Helpful Customer Reviews

Format: 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.
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12 of 12 people found the following review helpful By Kristopher Smith on November 11, 2007
Format: 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!
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14 of 15 people found the following review helpful By Jason Van Orden on November 21, 2007
Format: 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.
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4 of 4 people found the following review helpful By Susanna Hutcheson TOP 500 REVIEWER on November 9, 2008
Format: Paperback Verified Purchase
I recently started a podcast, The Susanna Hutcheson Power Marketing Show. Since I'm starting to write scripts and produce podcasts for other businesses, I felt I needed this information.

I had read quite a bit and done my background before starting my own podcast. I had one or two episodes under my belt when I began reading this book. While I had already done about half of what the book proposed, it offered up some brilliant ideas and I was most pleased. I'm sure it will be profitable to me going forward.

The book is well written and covers just about everything. I would have given it 5 stars except that a couple of the links are dead. One I especially wanted, a Word doc, was a 404. The book is not old enough to be that out-dated.

I recommend this book as a must-read to any person who wants to grow their business and do things the right way. It will help you to avoid mistakes and it should help you to make a profit and increase your sales.

- Susanna K. Hutcheson
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4 of 4 people found the following review helpful By Ben Eadie on October 14, 2008
Format: Paperback
I am a podcaster and wanted to know more about the business side of what I have been doing and see if there is profit to be made from my work directly vs the indirect marketing I have been doing for myself. It is very well written, entertaining and educational, even during the 'dry' topics. I could not think of a better recommendation for reading on podcasting and how to monitize a cast than this book.

This book has opened my eyes to many online resources I did not know were available to me for things like:
-Current growth of podcasts and future trends marking out where podcasting will be in a few years.
-How to study and track your audience.
-Measuring and defining success of your cast.
-Search Engine optimization and tools to help optimize
-Hosting and costs
-Podcast directories and what ones you NEED to be in
-How to monetize and differing models with pro and con lists
-Ad networks and how they work and what one will work for you
-How to sell your own sponsorships
-Tracking ROI for your sponsors

Along with all the great information as above, there are great real world examples of what works what does not and the best path for you to take on your podcast.

I highly recommend this to podcast producers, marketing, business professionals or someone with a interest in how the business of podcasting works. For the producer it will help develop the cast to a more digest able medium for your audience and a more profitable one as well. For the business and marketing professionals it will explain how it works, what works and what does not, and best practices for monitization. Finally for those interested, how podcasters can make money.
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