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Half of UK publishers expected to launch podcasts in the next 12 months

More than half of publishers surveyed following a recent AOP event said their business intends to launch a podcast in the next 12 months.

Of the delegates polled some 35 per cent said their businesses had already taken advantage of the opportunity to engage with their audience via the podcasting platform. More than half (52 per cent) said their business intended to launch a podcast in the next 12 months to enable their brands to reach consumers on the move – anytime, anyplace, anywhere.

Commenting on the results, Karl Schneider, chair of the AOP content trends working group, and editorial development director at Reed Business Information, said: “I’m not surprised at the high level of interest in podcasting. It’s still early days, but the large audiences already being attracted by the top podcasters, show that there is an appetite for this content. The challenge now for publishers is to sort out how to make money from podcasting!”

The remaining 13 per cent of delegates indicated that their businesses would not be experimenting with podcasting and cited factors such as the perceived cost of entry; a lack of relevant skills within the business and the lack of a clear business model as the key barriers to entry.

Branded, quality content publishers came together at the AOP event ‘Podcasting – what’s the point?’ on 24 January to explore the opportunities and challenges the technology presents and the potential impact on their businesses.

Delegates heard presentations from publishers leading the charge with audio services, including: Neil McIntosh, assistant editor at Guardian Unlimited; Guy Ruddle, podcast editor at Telegraph Media Group; Chris Green, technology editor at VNU’s Computing; John MacFarlane, online manager at RBI’s New Scientist and Sarah Prag, senior project manager at BBC Radio and Music Interactive.

Chris Green said: “In the age of ‘pull’ rather than ‘push’ media, we need to be able to reach our users at times and in places that suit their needs.”

Read more about the AOP Podcasting forum

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