An issue I often see marketers bring up during discussions about the benefits of podcasting compared to radio is about licensing and subsequent control of Federal Communication Commission (FCC) on content.

It is another apples-to-oranges comparison.

The content aired by radio is currently different from those distributed through podcasting.

Radio is not going to die anytime soon, although many studies found that radio listening has decreased sharply.

Just because FCC monitors traditional radios but not podcasts doesn’t mean radio stations should migrate to podcasting entirely. Right now, it is more about augmenting reach rather than anything else.

If you want to publish your opinion quickly, getting publicity on radios or establishing your own radio might be too much hassles. In this case, podcasting is a great solution to have in your toolbox.

Podcasting is a new way to publish and distribute information. It was not available before. As the trend goes up, other technologies have to go down. But, marketers should be aware of the fact that radio is still a strong medium to tap into a wide range of audience.

It is also time to look into podcasting to extend your exposure and reach to new audience. A few of them overlap, but you can reach many people who are otherwise not available if you advertise or get on radio show.

Don’t forget that people don’t expect to be sold with podcasts. You can create better buying experience and environment with podcasting.
Read also: Marketing with Podcasts.

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