Tom Webster of Edison Media Research was on hand at the recent Corporate Podcasting Summit in London, where he talked about a new research report that shows podcasting isn’t growing much. There’s been a lot of discussion about the findings, but I don’t think they are cause for concern. I think Tim Bourquin has nailed it:
I think the survey is flawed from the get-go Frank because if they used the word “podcast” I guarantee most of the general public assumed they were asking “if they had ever listened to one of those homemade talk shows on an iPod.”
So I think it truly is a failure to communicate what we’re talking about. We all still have a lot of work to do.
Ever since day one, we’ve had an “Other Names and Similar Activities” blurb on Podcast Spot. I had an entire slide devoted to the name issues in my Podcasting & Marketing presentation back in January. I blogged about the issue again in February.
Podcasting is just a name. A word we use to refer to an idea or technology or process. That doesn’t mean it’s the only word to refer to those things, or even the best word. And it’s certainly not the first word that will come to mind for the vast majority of the population.
Have you ever listened to or watched a podcast? Wrong question to ask most people. You need to ask them in such a way that you don’t have to use the word podcast. I don’t think the word “podcast” will ever become as widely adopted as the word “blog” has.
If you take a look at the presentation slides (PDF link), stop and think about slide #5. I think I understand what they are going for with the second point, “Podcasting does NOT refer to the downloading of individual MP3s or songs,” but it doesn’t work. It just makes the whole thing confusing. Are they saying a podcast can’t be an MP3? I don’t get it…that’s what the individual being surveyed will probably be thinking.
Podcasting is all about communication. It doesn’t matter what we call it though.
Read: Frank Barnako