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Spending on podcast advertising, to reach a specific niche audience, could touch $400 million by 2011 after reaching $80 million in 2006.

Podcasting May Be Pod-Kaching In Five Years

Advertisers are slowly catching on to podcasts as marketing vehicles for their messages. Although the audience for them hasn’t matched their hype, there’s still an appeal for advertisers.

That is due to the hyperfocus a podcast brings to its niche audience. The focus matches the audience’s interest, otherwise they would not make the time investment in listening. eMarketer reported that the most heavily downloaded podcasts have an audience of under 50,000 people.

Before dismissing that number, consider a business of any size that learns it can reach 50,000 people, directly, who have a specific interest in its niche. The conversion rates for a targeted message to that audience should have a chance at being greater than average.

The report cited a bounding jump in podcast ad spending from 2005’s $3.1 million to the 2006 $80 million figure. Looking forward from that, they optimistically forecast $400 million pouring into podcasting coffers from those marketers.

But even eMarketer has some reservations about podcasting and its growth:

“Despite an incessant buzz about the medium, regular podcast users are still rare. As such, podcasting is a niche marketing channel; it may be the right niche for some marketers, but it’s still a niche,” says James Belcher, eMarketer senior analyst and the author of the new Podcast Advertising report.

“The fact that podcasts are supplemental ad channels for most marketers is not for lack of choice, however. Downloadable serialized short content format is increasingly available, and iPod sales are seemingly unstoppable.”

That broad availability of so many options could be the barrier between podcasts and greater ad revenue. We’re going to suggest the ones that do best at picking up more marketing dollars will be the ones that most successfully market themselves, to the audience, their peers, and advertisers.

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Podcasting, Marketing

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Shoemoney’s Jeremy Schoemaker had posted about flaws in MyBlogLog’s service, and when he demonstrated how someone could easily pose as another MyBlogLog user when visiting other websites, he was banned from MyBlogLog.

MyBlogLog Stirs Drama Over A Banning

Anyone who might want to be Danny Sullivan or Jeremy Zawodny could have used a tip Schoemaker published to do that with MyBlogLog. The Yahoo-owned blogging community service used unique and easily located user IDs that could be placed in a MyBlogLog cookie in a browser.

That way, when visiting another blog using MyBlogLog, the running list of visitors on the widget would show the spoofed visitor had stopped by for a look. MyBlogLog has since corrected the problem, but they took things a step further and banned Schoemaker from their service.

“Since last night every page I visit on their site results in a 403 (Forbidden) error code. I have asked others and nobody else seems to get the error but me,” he wrote at Shoemoney. “I can’t really blame them. I wonder if they will refund me my yearly fee.”

MyBlogLog CEO Scott Rafer answered that in a comment on Schoemaker’s post: “Your Pro subscription is of course refunded.” Eric Marcoullier, MyBlogLog’s co-founder, added another comment later on:

To be clear — we did not ban shoemoney for posting about exploits. Although we would certainly have appreciated that he email us first, it’s his decision where he would like to publish them. We banned him for publishing other people’s data on the site and urging readers to spoof them. On what planet is that not a bannable offense?

Schoemaker has claimed previously he had emailed MyBlogLog about issues. The response from Marcoullier looks like it played a role in motivating a scathing post from Schoemaker:

I have many friends at Yahoo Search Marketing and Yahoo Publisher Network and they have reached out to me and said the few idiots at MyBlogLog do not represent all Yahoo! Employees.

A friend at Yahoo (executive level) tells me that one of there biggest concerns originally in acquiring MyBlogLog is that they were SHOPPING user data and seeing how much they could get for your information. I guess Yahoo offered them a sweeter deal then the guys at freeipods.com or whatever dirtbag place they were going to sell your information to.

The fracas has spread to other blogs. Andy Beal announced he would boycott MyBlogLog until Schoemaker gets reinstated. Tony Hung noted that MyBlogLog does not even have an official Terms of Service, and banning Schoemaker goes counter to something Marcoullier previously wrote about that:

1) We’re going to post an official Terms of Service (ToS) and hold people accountable. It’s hard kicking people’s asses for breaking the rules when the rules aren’t posted anywhere.

But that appears to have happened with Schoemaker.

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Tags: MyBlogLog, Shoemoney

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They have claimed they aren’t in competition with Microsoft for the productivity application market, but Google sure has a funny way of showing it by launching its paid Premier Apps version today.

Google Premieres Its Premier Apps

The basic applications available to users of Google Apps hasn’t changed overnight with the debut of the Premier Edition. People on Google Apps still have their Gmail, Docs & Spreadsheets, and Start Page available in either the free of Premier versions.

That $50 per user account per year price includes several extras as would be expected. Instead of new applications, Google has chosen to enhance what they do have for those Premier users. Gmail gets a 99.9 percent uptime agreement, and Premier accounts can turn off the advertisements that appear in Gmail if they wish.

Google’s Calendar will have sharing options available that can be set by Premier administrators. They can allow users on the domain to share calendar information publicly or keep it private. Sharing can be done with specific people for particular calendars as well.

Premier accounts also get tech support options beyond just a Group or email contact. Phone support will be available as part of the package. Google said administrators will be able to call a number listed on their admin control panel for support on critical issues.

Google believes its Apps are suited for any organization, whether it is a one-person operation or a Fortune 500 company. The big names being discussed in connection with Google Apps are very big. TechCrunch said General Electric and Proctor & Gamble have been cited as new Premier customers.

To get the attention of organizations, Google has made an email migration tool available in limited release for Premier. Being able to easily move from an existing messaging system to Google has been a much-requested feature.

Google may say they aren’t competing with Microsoft. But offering a way to migrate from one system to another, just as Microsoft and IBM/Lotus do to each other, could be seen as a highly competitive feature to offer potential customers.

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Tag: Google

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