When I was looking for something to write about for this week's On the Radio column, I recalled seeing several local radio stations' podcasts when I had searched iTunes in the past. After looking closer, I found quite a few stations that are totally ignoring this way of reaching listeners, a couple that aren't trying very hard, and others that really shine at making their content available on iTunes.
Since promotional budgets seem to have totally evaporated for radio stations, you'd think that doing things like posting podcasts regular would have much more emphasis. If you want to reach people on new media, you've got to embrace it fully. It's strange to me that broadcasters - which unquestionably still employ the most talented communicators - don't put forth the effort to capitalize on their strengths, even if that means finding listeners that don't listen over their regular radios.
Read my column on Michguide.com: New media efforts are mixed bag.
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