Internet radio is great news

News and Talk stations are seeing the benefits of offering streams and podcasts of their content. A recent survey conducted by News Generation, a public relations company with an expertise in radio, showed that of top news and talk radio stations surveyed in the top-25 markets, 100% of the 25 stations stream their content online, and all but one offer their content as podcasts as well.

News and Talk broadcasters have realized that the original content that they produce has lots of value – and distributing it on different platforms makes sense. The survey went on to provide specifics on four stations in particular: WCBS-AM in New York, WBZ-AM in Boston, KTRH-AM in Houston, KXL-AM in Portland, and KMOX-AM in St. Louis. The stations said they offer between 75 and 100 percent of their audio content as podcasts. WCBS sees 700-800,000 downloads a month and significant revenue from its podcast content.

By offering their content online, stations are expanding their audience. CBSRadio’s news stations across the country saw a huge jump in listenership during their live streaming coverage of the Vice Presidential Debate, and CBS-AM in New York got a 200% lift out of streaming the final Presidential debate live. Stations can expand their offerings online with alternative programming or in-depth reporting, or simply rebroadcast their on-air programming online. Either way, streams and podcasts are a great way to grow audience.

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One response

  1. […] “Podcast audiences comprise the smartest, most product-aware consumer demographic in the world, with most downloads passing through Apple’s iTunes service. We’re excited to work with Ando Media and their ad partners to target specific products to the right buyers,” said Wizzard CEO, Chris Spencer. Non-intrusive advertisements will be stitched to the beginning, middle or end of participating audio podcast programming in the Wizzard network that now includes over 17,000 content producers and over 1.2 billion download requests per year. Interest in listening to podcasts is growing, according to research by Pew Internet and American Life Project. Nearly one out of every five adults (19%) have downloaded and listened to a podcast, and that number is up from 12% in 2006. (See chart from my earlier post here.) Wizzard Media hosts content  and received an average of 2.75 million requests for podcast episodes per day in 2007, a nearly 300% increase over the daily average in 2006. WCBS sees 700-800,000 downloads a month and significant revenue from its podcast content. (reported earlier here.) […]

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