The Infinite Dial

I've been meaning to put this up for a while, but here is a great term for those of you who think "podcasting" is still too cute for the room. Nik Goodman reviewed the UK's Radio Festival a while back and noted the use of the term "Non-Linear Radio," which may not catch on with the digerati, but is a pretty accurate turn of phrase, nonetheless. As I noted in an interview with TechNewsWorld last week, non-linear consumption of audio content requires a level of engagement that goes beyond "passive listening" and requires the listeners to experience a little friction (less each day) to find and subscribe to the content they are most interested in.

That's why podcasts are such a great revenue opportunity--you have a much better chance of moving the needle in terms of advertising effectiveness if your listener makes a point of downloading your content and listening to it later at the gym, or even in the car. That's why radio must resist the urge to make podcast sponsorships "value adds" to a spot buy, and instead focus on finding sponsors that make sense and making smart partnerships. If your morning show can do a "What's Going on in [insert your town here] this weekend" podcast that gives busy folks like me 5 things to do this weekend, that is a real service. Pair that up with a sponsorship from a local restaurant, or (PLEASE) a good babysitter, and you've struck gold.

So while I'm busy running around trying to get Sammy off to daycare, and responding to Larry's withering torrent of early morning EMails and instant messages, providing "non-linear radio" is a fantastic way to engage me during my "non-linear" day. Consider that a potential audience for such programming is likely to be busy, stressed out folks with too many soccer games and meetings, and the marketing and sponsorship possibilities should start leaping out at you. Podcasting isn't about "features," RSS or even iPods--it's about being there, when and where I need you.