Podcasts and Internet Radio Are a Good Way to Reach Small Business Owners

January 18, 2006 | Anita Campbell

Internet radio and podcasts are emerging as an important way to reach the small business market with your message:

In a recent survey, Warrillow & Co. uncovered that small business owners are three times as likely to have adopted emerging radio-related media, such as Internet radio and podcasting, than the general population. The desire for control and personalization are providing the impetus for the rapid commercialization of these mass-customized services.

Adoption of Emerging Radio-related Media

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Radio has generally been an effective medium for increasing brand awareness in the small business market. Its new incarnation as Internet and podcasting transmissions is also likely to be an effective channel, but with some new twists. Content, as opposed to overt advertising, is king in this environment. It is also conducive to time-shifting. That is, programs can be downloaded at the listener’s convenience, and do not have to be consumed as a real-time transmission.