What Apple is offering with iTunes 4.9 isn’t just the ease of syncing podcasts between iTunes and iPods — it’s an Apple podcast universe. Apple selects the content of the core directory; submissions for listings can be reviewed and must meet iTunes Music Store’s terms and conditions. Copyright observance is required but it’s not clear whether Apple will decide whether something’s in breach before listing it or will wait for complaints. Subscriptions to outside podcasts can be added but only if the user knows to look under “advanced” on the menu.
The display emphasis so far is on podcasts from mainstream or commercial sources. Apple is also originating some content — “Podfinder,” a weekly look at podcasts from Adam Curry and iTunes New Music Tuesday.
Like it or not, even though it’s far from the first or only podcast directory, Apple’s version quickly leaps to the top of the power charts. Inclusion there can put a podcast in front of millions of potential listeners, many — maybe most — of whom won’t take the time to look anywhere else. That inclusion could make a podcast more valuable to advertisers. Public radio station KCRW, for instance, featured prominently at iTMS, just signed a six-figure, 26-week deal with Lexus to sponsor its podcasts. According to AdAge.com (reg. req.), the deal starts in October. As Ad Age notes, KCRW notched 25,000 downloads the week it started podcasting 22 shows. That number tripled after Steve Jobs mentioned the station. Expect it to go up again with membership in the directory. Lexus will be paying on a CPM basis — by the download.
One other note: some people are suggesting via Wired News that the Grokster ruling could pose problems for Apple’s podcasting intiative. Given that Apple isn’t hosting podcasts, this seems to be the least likely front for legal action.
Subscriber content
?
Subscriber content comes from Gigaom Research, bridging the gap between breaking news and long-tail research. Visit any of our reports to learn more and subscribe.
Advertisement
Advertisement
Advertisement
Comments have been disabled for this post