Forrester: Podcasts Have Their Place, but They Won’t Catch On

by Teresa Valdez Klein on April 13, 2006

I must admit that I have become utterly addicted to podcasting, as I admitted on last week’s Blog Business Summit Report. One of my favorites is This Week in Technology (TWiT) which is also available on iTunes in which Leo Laporte and his high tech friends like Dvorak and Scoble chat about what’s going on in the world of computers and other such geeky things.

So when I heard the folks on TWiT this week cracking jokes about how they should all hang up and stop doing this because podcasting is supposedly going nowhere, I had to find out what all the fuss was about.

Apparently, Charlene Li – who once claimed a 5000% ROI on her blog for Forrester now has a report that advises businesses to limit podcasting to content that already exists – such as quarterly calls and existing radio content. Anything else, she says, won’t reach a large enough audience to be a cost-effective way to reach out to your customers.

While it’s true that podcasts have yet to take the world by storm, I would argue that this report is incredibly shortsighted, although some think that it was announced solely for the hype.

On the TWiT show, the general consensus was that the report was the sort of thing that someone would have said about the Web 10 years ago, or blogging only 4 years ago. Give it some time to reach critical mass and go mainstream.

{ 1 comment… read it below or add one }

1 Benjamin 04.13.06 at 5:34 pm

Podcasting definetely has become the “newest” cool thing to do for blogs and businesses alike. At times, it seems so many are being made, it’s hard to get the quality podcast content we want since some of the time its just rambles that lead us nowhere. I think while you are “addicted” to podcasting, providing only the best quality information will lead to the happiest listeners :)

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