Influential new-media authority Chris Brogan wrote a great post at the end of July titled Media Makers Next Steps. The post focuses on people who want to earn a living with their efforts and Chris makes a lot of great points. What struck me, though, was this:
“Podcasting in audio form still has some potential value, but with almost all traditional media sources rebroadcasting their radio properties as a podcast, the landscape is far more competitive than ever before. I can’t strongly recommend staying with an audio product, unless you have a very strong niche, and/or a strong strategy to distributing your product to a core audience.”
I can’t even begin to tell you how much I disagree with this. Yes, the field is getting crowded, but it’s still “pull” content. Nobody will be faced with all the options; instead, people will seek podcasts that meet their needs.
The value of audio remains exactly what we say it is in the book: You can listen while you’re doing something else. Video (and every other channel of communication) requires 100% of your attention. I’m fine with somebody listening to an audio podcast while they’re driving. No way I want to see somebody watching a video podcast while they’re driving! Video podcasts are also useless when walking the dog, mowing the lawn, doing the dishes, jogging or engaging in countless other activities where listening to audio is feasible and, frequently, desirable.
What’s more, most of the video podcasts I’ve seen should have been audio in the first place. I find little value to watching talking heads. If you’re going to do a video podcast, do it because the information you’re communicating has rich visual elements, not because somebody tells you video is better than audio.
Comments 3
I agree with you, Shel. The beauty of audio is its sheer portability and the listener’s ability to do something else (driving, exercising, folding laundry) while consuming it. A few months back I interviewed audio/video producer Victoria Fenner for my podcast, and we discussed this very topic.
I also concur that we don’t need to see any more talking heads — unless it’s for entertainment, e.g. Ze Frank.
Posted 07 Aug 2007 at 2:14 am ¶This sounds almost like Todd Cochrane’s commentary. His point was that audio podcasts are more easy to consume. I don’t disagree.
My post points out that should one seek to make money from creating independent content (and please pause to consider what I’m saying- not, should you seek to brand your business with a podcast; not, should you seek to produce audio because you like it and it’s easier for people to consume)… the MONEY seems to be going towards video production right now.
I’m not saying this because I want audio podcasters to stop. I listen to your show when people send me the best ones. I listen to a bunch of audio in a given week.
I’m following the current trends in SPENDING on new media (such as the term is) production right now.
We agree on the state of lots of video shows. They’re just as easy to listen to, and the visuals don’t do much for them.
And for those folks who want to stay in audio, I pointed out that the goal is to get TIGHT with your stuff, get more professional.
Seems to me one would do that well if they read your book. Right?
So I don’t think we’re in disagreement, if you see my points more clearly with this additional info. I’m a fan of your work, by the way. : )
Posted 08 Aug 2007 at 4:07 am ¶Shel,
The topic of video podcasts vs. audio podcasts doesn’t seem to go away. my view – spoken word for greytime is perfect. at your desktop however, itis impossible to concentrate on 100%. by implication, adding video (whether these be talking heads, slides, etc) probably makes sense.
Kevin
Posted 05 Sep 2007 at 11:11 am ¶Post a Comment