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What is a podcast?

A 'podcast' takes two forms. An audio program stored as a small amount of data in MP3 format and a video program in MP4 format. Both formats will play on PC’s and Mac’s without additional software and countless new media portable players. You can ‘download’ it from a site, pass the ‘hyperlink’ from user to user. Most people use ‘podcatching’ software, such as iTunes to automatically receive the program on release.

Who is tuned in?

There are currently 38 million iTunes users alone, 12 million of which are recorded as being regular podcast listeners. However, there are countless other types of podcatching software also in use which performs the same function. A recent eMarketer report, predicts podcast audiences in the United States will reach 25 million by 2008 and 50 million by 2010. This is the US alone! The demographic of the typical media savvy listener is interesting and is close to the demographic of the average European outdoor enthusiast. Aged between 30 and 50, with a greater percentage in the 30-40 bracket. Brand and price conscious and socially and environmentally aware. They see outdoor and technology as recreation and linked to their enjoyment of their chosen activity.

How does it reach the enthusiasts?

The beauty if podcasting is that it is non border specific. A sponsor will automatically be supporting their product on a world-wide front as well as domestic. This is viral marketing and awareness at its most powerful. There are no additional costs for this reach. The more entertaining and informative the content, the more it will be passed from enthusiast to enthusiast. In the case of The Outdoors Station, we will promote market and distribute the content to all know podcatching libraries and we will advertise on an international stage the presence of the channel. The sponsor also has a responsibility to pass the ‘link’, which we will provide, for each program to all of their customers, which they should be encouraged to use within their websites and marketing activity. The more end users become aware of the content, the more sponsors will be able to develop their brand awareness with greater impact each program.

What do I do with it once I have one?

Encourage your retailers or distributors to use it! Distribute the link’ to all customers, make end users aware the program is available on The Outdoors Station and ask them to incorporate the ‘links’ into their own website. Be creative! Play the content on a shop PA system, compile a CD with the content on, relevant to the stocked items and give it away to customers. Use it on the telephone ‘on hold’ system and so on. ‘Links’ can also be designed to incorporate your logo and images of the product concerned.

How do I measure the impact?

Unlike press advertising, we will be able to provide each month download figures for the programs and any click through activity. You will ‘know’ how many times the sponsored podcasts have been heard or seen. Unlike press, where it is assumed the page has been read, we will know accurate figures. Unlike radio, which is based upon approximate diaries of average listeners and then extrapolated, you will know the content has reached the ears of the niche audience for whom it was intended. The more creative the content, with promos, competitions, specific URL links, the more significant the awareness of the sponsors brand or product.

How does it benefit the industry?

The outdoor industry is exciting and developing new products all the time, however the retail sector has limited space or limited facilities to offer the enthusiast knowledge and experience of so many products in the marketplace. Staff training is a continual on-going struggle bringing new members up to speed on new developments, products and understanding. Surely a resource which is dedicated to this area of interest will add value to the knowledge of everyone. Isn’t this a good thing for the industry as a whole?

It is just advertising isn’t it?

Certainly not! If these programs were purely advertising the listeners would soon switch off! They are a media savvy audience remember, and so will know what they want to receive from a podcast. The content needs to be entertaining, informative, possibly inspirational, but ultimately it must be useful to the enthusiast or it holds no value. The life of each program on The Outdoors Station is also 12 months, which is slightly longer than traditional exposure!

How do I sponsor a program?

Contact us direct via email or telephone for an initial discussion to see if podcasting is right for you. We also have further research and documented material which will explain why this is a superb medium for product awareness and sharing information about you, your product or service.

How much does it cost?

The intention is to keep the media costs to as realistic a level as possible to make it as affordable, useable and expandable as possible for any who wants to use the service in the outdoor world. Therefore subject to media production costs, the sponsorship packages which last for 12 months, are equivalent to hard copy advertising.

How long will each podcast stay in circulation?

Each podcast will stay in circulation for a 12 month period or less, as the sponsor requires. This can be renewed subject to agreement, should the information continue to be relevant after that time.

What can I do with it?

A sponsor is able to share the ‘link’ and podcast contents with their retail and end user customers through any communication method they choose. We ask them to encourage the use of the ‘links’ to enable us to track downloads and provide statistics where possible.

What can’t I do with it?

The copyright and content of any podcast produced by The Outdoors Station remains with the producers and therefore it may not be edited, manipulated or incorporated into any presentation, promotion or other format without prior written permission of the copyright owners.