A research on the podcast industry

Résumé du document

Wizzard Media

Wizzard Media aims to create "World's Largest Podcasting Distribution Network". It currently has a network of 8,000 commercial and individual podcast creators who are listened to or watched over 70,000,000 times each month.

Services
Wizzard offers podcasters with unaltered bandwidth, the fastest speeds, the most detailed statistics, the best promotional opportunities (ex. podcast sponsorship, billboard on podcasts, commercials inserted in the podcasts; category exclusivity; web/blog advertising and email campaigns).

Extraits

[...] If it is an US media, the length of each episode is always around 2 minutes while if it is an UK media, the length will be from 10 minutes to 60 minutes. Because of the professionalism, its podcast quality is well guaranteed. Contents mainly focus on news，business and entertainment. It takes podcast as an opportunity for gaining advertising income and starts to promote different ad templates seconds for lead-in seconds to 2 minutes for lead- out) on its websites. Its podcast RSS addresses are linked by most of the major podcast directories. [...]

[...] It doesn't concern for monetary profit but it is enthusiastic in expanding its social impact by high quality promotion. To better attract and educate public, it always produces podcasts with clear and persistent theme (around its organizational mission), in reasonable length and with comparatively frequent updating. It is trying to deliver its podcasts both via its official website and many different podcast directories. Example：Greenpeace, UNICEF, UNESCO Production Oriented Podcasting Companies Production oriented podcast companies are emphasising quality of the podcasting production and offers software for podcast production. These companies do also operate as podcast providers /podcast directories. [...]

[...] It most likely locates in podcast developed area such as California and New York. It can be big or small. The decision of making podcasts basically depends on the personal interest of a key person in the company, such as the CEO, the marketing manager or a PR specialist. Its purpose for producing podcast is to promote its products/services and build up good public relationships with its stakeholders. The podcast content can be company introduction, product/service introduction, CEO speech，media interview, free courses related to company's product etc. [...]

[...] Price Promotion Efforts Wizzard has made great effort on branding to build the image of No.1 podcasting distribution network among both listeners and producer of podcast. Their promotion efforts include website advertisement on main podcast categories, taking part in the 2nd Annual Podcast and Portable Media Expo; joining the Association for Downloadable Media; building partnership with Voice Factory International to Launch Audiobook Collection, launching “switchpod rock” promotion photo contest; building partnership with Universities, and most importantly, partnership with celebrities and top podcasters. [...]