| Podcast Academy: The Business Podcasting Book: Launching, Marketing, and Measuring Your Podcast | 
 enlarge | Authors: Michael Geoghegan, Greg Cangialosi, Ryan Irelan, Tim Bourquin, Colette Vogele
Publisher: Focal Press
Category: Book
List Price: $34.95
Buy New: $22.87
You Save: $12.08 (35%)
Buy New/Used from $19.41
Avg. Customer Rating:   (7 reviews)
Sales Rank: 146186
Media: Paperback
Number Of Items: 1
Pages: 400
Shipping Weight (lbs): 2.3
Dimensions (in): 9.2 x 7.5 x 1.1
ISBN: 024080967X
Dewey Decimal Number: 659.2028567879
EAN: 9780240809670
ASIN: 024080967X
Publication Date: September 21, 2007
Availability: Usually ships in 1-2 business days
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| Editorial Reviews:
Product Description
Exclusive Podcast Academy training now available in a book!
Podcast Academy, the leader in audio/video podcast and new media education, brings you their first book, Podcast Academy: The Business Podcasting Book, based on their seminars. Written by industry experts, this book brings you practical experience that you can apply to your own business. It covers planning, content creation, legal considerations, branding, marketing, advertising, monetization, and much more. The authors and contributors have been behind many of the earliest corporate podcasts and share their knowledge, success, and real-world experience with you.
Podcasting is changing the way organizations are communicating with their customers, prospects and the media. It is an essential new medium for any company looking to extend their communications outreach, and expand their brand awareness. This applies for companies, organizations, charities, schools and groups that range in size from small to Fortune 500 enterprises. If you are thinking about podcasting as a medium for your organization, The Business Podcasting Book will give you a solid understanding of how to create your own company's voice, measure your efforts and maximize your opportunity. Implement your podcasting strategy now!
*Covers the entire business side of podcasting: planning, monetizing,
marketing, measuring and much more
*Case studies from corporate podcast initiatives - what works and what to avoid
*Individual author and contributor tips from Podcast Academy'sT line up of experts
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| Customer Reviews: Read 2 more reviews...
 A must-read if you plan to take your business to the next level November 10, 2008
I recently started a podcast, The Susanna Hutcheson Power Marketing Show. Since I'm starting to write scripts and produce podcasts for other businesses, I felt I needed this information.
I had read quite a bit and done my background before starting my own podcast. I had one or two episodes under my belt when I began reading this book. While I had already done about half of what the book proposed, it offered up some brilliant ideas and I was most pleased. I'm sure it will be profitable to me going forward.
The book is well written and covers just about everything. I would have given it 5 stars except that a couple of the links are dead. One I especially wanted, a Word doc, was a 404. The book is not old enough to be that out-dated.
I recommend this book as a must-read to any person who wants to grow their business and do things the right way. It will help you to avoid mistakes and it should help you to make a profit and increase your sales.
- Susanna K. Hutcheson
Outstanding Resource for Podcasters out there October 14, 2008
I am a podcaster and wanted to know more about the business side of what I have been doing and see if there is profit to be made from my work directly vs the indirect marketing I have been doing for myself. It is very well written, entertaining and educational, even during the 'dry' topics. I could not think of a better recommendation for reading on podcasting and how to monitize a cast than this book.
This book has opened my eyes to many online resources I did not know were available to me for things like:
-Current growth of podcasts and future trends marking out where podcasting will be in a few years.
-How to study and track your audience.
-Measuring and defining success of your cast.
-Search Engine optimization and tools to help optimize
-Hosting and costs
-Podcast directories and what ones you NEED to be in
-How to monetize and differing models with pro and con lists
-Ad networks and how they work and what one will work for you
-How to sell your own sponsorships
-Tracking ROI for your sponsors
Along with all the great information as above, there are great real world examples of what works what does not and the best path for you to take on your podcast.
I highly recommend this to podcast producers, marketing, business professionals or someone with a interest in how the business of podcasting works. For the producer it will help develop the cast to a more digest able medium for your audience and a more profitable one as well. For the business and marketing professionals it will explain how it works, what works and what does not, and best practices for monitization. Finally for those interested, how podcasters can make money.
I have several books on podcasting most if not all are collecting dust on my shelf, in the first week of having this book it became the most worn, highlighted, and read book on this topic to the point it is on my desk as a direct reference to projects I am working on right now and I don't see it moving any time soon.
Ben Eadie
A solid compendium for those getting their business to podcast, or making podcasting their business October 14, 2008
This book is the must-have resource for anyone who is either launching a new podcast, or measuring and monetizing the one they have. Because of the podcasting "boom", many assumed that podcasting would be the ultimate get-rich-quick scheme. How hard can it be? You get a microphone, a computer and a website, and then just start raking in the cash. What many have realized is that, like any medium, podcasting is a tool for reaching an audience. It can't be the only tool you use, and this book helps you understand how to use all the tools at your disposal to launch, measure, produce, and maintain a podcast to make it impossible for your audience to miss.
Even as someone who has been at this since the phrase was coined, I learned a lot of valuable new information from this book.
Great book for the "Business of Podcasting" July 8, 2008
Great book for the "Business of Podcasting"! I like the clear layout with tips and reviews at the end of each chapter. I would also recommend the
Podcasting For Dummies and Podcast Solutions if you want core books and are just starting with the plan of a business podcast show. The one thing they left out mentioning is WaveLab Essential 6 with build in Podcasting for about $99.00 on Amazon. I use it for all my audio production including my podcast and love it!
A great book on podcasting that covers an overview, fundamentals, production, and distribution. Amust read for serious marketers April 6, 2008
5 out of 5 found this review helpful
I liked this book a lot. It is very well outlined. And it is very well written. I found it to be an easy read. But not a particularly quick read since it is pretty thick in page count and page size. The book is broken into four parts and 16 chapters:
I. Podcasting overview: Understanding the medium and its impact on business (Chapters 1-3)
II. Podcasting fundamentals: Planning and development (Chapters 4-6)
III. Producing the podcast: Production, delivery and legal issues (Chapters 7-10)
IV. Podcast distribution: Marketing, measuring and monetizing (Chapters 11-16)
Social media and Web 2.0 is comprised of a few tools that people and businesses can use to be a part of that community. The main one is blogging. And podcasting is a natural extension of blogging. What is said and has been written about blogging can also be said and written about podcasting. And this book does just that. Some people read books to get their information. Others listen to the radio or watch TV. I suspect many more listen to the radio and watch TV than read books.
Currently many more people taking part in Social Media and Web 2.0 are blogging than podcasting. But that statistic very well may change. And by reading this book one will probably understand and realize why. And even better, one will learn how to get involved in podcasting.
This book is specifically written for a business audience. It focuses on how businesses can incorporate podcasting into their marketing mix. It covers planning, content creation, legal considerations, branding, marketing, advertising, monetization, and much more.
I liked the chapter summaries at the end of each chapter called "Lessons Learned." They made it easy to get an overview of the book before I read it page to page. My favorite chapter was the seventh. It went into "Podcast Production." It got into sufficient detail and specifics that I pretty much saw what was involved in creating audio and/or video files. Emphasis was more on audio files.
The bottom line is that businesses should understand the power of podcasting and how to use it in their marketing mix. Podcasting can significantly improve a company's communications efforts with its customers, prospects, and the media. 5 stars!
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