New Scientist has begun testing a new podcasting service supported by audio advertising and sponsorship. To attract new advertisers, they are offering discount trial rates, as well as the chance to share learning on how this new advertising medium can work.

To promote the new podcast to new audience, they run a weekly competitions. Presenters will ask questions of which who answer those correctly gain entry into their grand prize draw to win one of the 5 Bose Sound Docks.

Based on the survey aimed at the initial trial users, New Scientist will decide if they are going to launch a full service in the first quarter of 2006.

John Macfarlane, online manager at NewScientist.com, said: “Podcasts are an emotionally engaging product which allows us to extend our already strong relationship with our readers into an exciting new medium.”

Podcasting is a relatively new medium but the potential has been enormous. If you decide you would like to try it, you can do it on a shoestring if budget is really of a problem. Because it is so new, at least a consecutive tests of several weeks, like what New Scientist does help determine if your market is ready for this audio communication channel.

It’s been proven to work on many markets, especially in the niches where most of the audiences stay on the cutting edge. New technology certainly ease the adoption of podcasting among end-users but still we have to wait for other markets to jump into the bandwagon.

Nevertheless, the developments and opportunities look very promising.

Via: Net Imperative.
See also: podcast advertising.

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