Last week I was having a new Internet line installed at my home. I explained to the workers, all under 30, that I needed a period of quiet during the middle of the day because I was about to record a podcast.
“What’s a podcast?” one of the young crew asked.
“It’s an Internet radio show,” I explained.
“Oh,” he said, “I have heard a few of those. But what’s a podcast exactly?”
I then launched into an impromptu lesson on podcasts but it dawned on me that this fellow, like about 20 percent of Americans, was indeed listening to a podcast … and like the majority of the world, he didn’t know what a podcast is.
This underscores some very interesting research revealed on the latest episode of The Marketing Companion. Calling a podcast a podcast is confusing to many people. We don’t call an online magazine a printcast. It’s still a magazine. We don’t call an online newspaper a journalcast. It’s still a newspaper.
Why do we treat audio differently?
“We call the Social Media Marketing podcast an on-demand talk radio show,” he said, “because everyone knows what talk radio is, and on-demand is an easy way to distinguish it from traditional radio.”
This might seem trivial until you hear the explanation from my podcast … er … on demand talk radio show … co-host Tom Webster and why this nuance might be a huge hurdle to mainstream growth. I learned something important through this discussion and I think you will too.
Let’s dive in, shall we?
If you can’t access the podcast above, click on this link to listen to Episode 47
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