It isn’t simply streaming your current morning show. Or putting it online for download. Jerry Del Colliano lays it out — in ten easy steps — on his blog (invitation only). #1 gives you the setup and #7 and #8 my favorites.
1. Start ten morning shows (other than the one that is airing on your terrestrial station). The content should aim at one demographic that is desirable to sell. Example: women 25-54. Ten shows that don’t air on the radio.
7. Hire the right person(s) to host this 45-minute show – not, I repeat, not anyone from your airstaff. Podcasting is not to be confused with broadcasting. You may be a professional broadcaster but it is not in your best interest to make these podcasts son of what is already on your air. Give the host a piece of the show and lock him or her into it for the long term. As it develops it will be a moneymaker for you and for your talent.
8. Do not include traditional spots in the podcast. Commercials have seen there better days. Young people don’t listen – but consider the “live read” approach that goes over very well with young people. If they are hooked on a podcast then they will listen to a “live read” by the host(s) if it is sincere and keeping with the overall approach of the show.
Mr. Del Colliano concludes his post with a bit of insight into Generation Y:
(Gen Y) went through childhood without a love for radio, unlike baby boomers or Gen X. They are attached to their iPods and smart phones – their new radio. If you still want to be in the content business when the last baby boomer passes into The Hall of Fame, learn about the new radio – podcasting.
The “ten morning shows” had me puzzled at first. But I’m guessing you need this many, all aimed at the same demo, to reach the numbers that will be attractive to advertisers. The advertises cares about reaching the demo (Women 25-54 in the example above) and not so much about how many shows he sponsors to reach them, assuming the price makes sense.
So let’s assume we have a 25 minute commute to Jefferson City (from Columbia or Loose Creek). Would I be willing to produce five, 25-min podcasts a week for a piece of the show? I would if Mr. Del Colliano was managing the station.