01-06-2007, 09:59 AM
Quote:Podcasts are much more measurable than their broadcast ancestors, radio and TV. Finally, we can actually count users rather than rely on extrapolated survey-based measurement. We can find out a lot more about the habits of those users and even get feedback from them.
Being able to get an abundant amount of usage data can be a double-edged sword. While more data and rapidly emerging metrics should be a good thing, it can overwhelm marketers. This makes it tempting for some marketers to keep throwing their ad dollars at the $100 billion radio and TV marketplace. While the metrics for radio and TV might be awful, they're simple and well understood, having been around for decades.
It's time to take a deep look at the metrics for podcasts, and to fully understand all that are available...
full article: http://imediaconnection.com/content/13097.asp