The Infinite Dial

We love working with Greater Media in Philadelphia for a thousand reasons (one of which, certainly, is the value they place on research!) Case in point: while a lot of terrestrial broadcasters are still grappling with how to monetize streaming and what to do with the growing demand for podcasting, Greater Media stations like WMMR have already aggressively moved into these spaces and are poised to carve out even more real estate on the Infinite Dial in 2007. As mainstream adoption of podcast consumption increases, so, too, does the appetite for quality podcast content. In the early days of podcasting, tech-related content dominated. In recent years, podcasts like Whirlpool's American Family podcast and Mommycast (both of which I've discussed before in this blog) have emerged to fill niches heretofore woefully under-served by radio broadcasters.

So, what was the most-played podcast from last year? According to podcast search engine Podzinger, it was WMMR's own Preston and Steve show. Check out their Daily Feed for a fantastic example of how to build listener love with podcasting. The Daily Feed is hosted by LibSyn, who also hosted our "Podcast Podcast", which is chock full of great insights on the demographics and tastes of the podcast consumer. I'll be updating that report in the coming months with some fresh data for 2007 to help your stations take full advantage of podcasting. In the meantime, you can't find a better template for success than what WMMR is already doing.

Congrats to Preston, Steve, WMMR PD Bill Weston and VP/Market Manager John Fullam.