Solution.
Next-Generation Publication.
Podcasting should be part of the overall strategy to offer content, anytime, anywhere, on any platform. To deliver this effectively we have created Podcasting 2.0. But to explain this we need to summarize Podcasting today, in its 1.0 version.
The Current State of Podcasting: Podcasting 1.0
Podcasting right now is pretty basic.
Usually the typical news podcast offers:
Brief overviews of top stories.
Reporters talking about their recent articles.
Downsides to this publishing approach:
Potentially multiple files to download
Reporter/interviewer time, who must create new content
IT and production costs
Value to consumer is relatively low:
May hear about uninteresting topics
May not hear at all about topics of interest
Not enough details about topics of interest
Most podcasts found on Podcast Alley, iTunes or any podcast directory are 'one size fits all' talk shows, where two or more hosts talk, and the audience listens. The majority of these podcasts involve amateur broadcasters who are building their brand, but some branded talents have begun producing podcasts. Whether the hosts are two random guys talking about movies, or Ebert and Roeper, the nature of the content is that each listener listens to the exact same content from beginning to end. This is Podcasting 1.0.
Podcasting With Infoble: Podcasting 2.0
Infoble adds benefits, longevity, revenue:
Infoble news podcasts offer:
Full articles, read by professional voice talent
Customized to subscriber interests
One personalized file to download
Costs are lower:
No cost to media partner
No additional content needed
Infoble will transform into mp3 format and distribute to subscribers
Value to consumer is high:
Only hear topics of interest
Receive full content and details about topics of interest
Infoble believes that Podcasting 2.0 will enable each subscriber to organize their own content. This is very similar to other popular 'personalization' media products such as TiVo or My Yahoo. This maps very closely to the way most readers consume a newspaper or magazine. No two people read the same stories in the same order. Some readers start with the business section, others read Opinion first, some turn immediately to the sports section. Infoble enables one person to get a unique 12% of the New York Times, another gets a different 7%, and a third a still different 17%, etc.
Infoble's comprehensive turnkey solution makes this a reality.
It's Alive: Our Production System.
How an Infoble audio edition of a print publication comes into being.
1. The print copy is finalized and made available to Infoble's news readers via the web.
2. The readers read the articles, each article becoming an MP3 file.
3. The audio files are reviewed for quality and tagged for content type. This tagging fits the article into the appropriate section of the publication's fixed taxonomy or table of contents, but can be even more detailed, such as the index of stock symbols mentioned in articles that the WSJ publishes.
4. The audio files are placed into the Content Management System and individual capsules are prepared for each subscriber. Each subscriber can also choose the amount of content to be delivered, the time of delivery and the frequency (once a day, twice a week, etc.)
5. The subscribers each receive the audio that they are interested in according the the requested delivery schedule. Subscribers can listen to the audio anywhere (laptop, iPod, PDA, Smartphone, etc.) and anytime they choose.