Podcast potential
In a recent Schlaflos in München-podcast, Annik Rubens quotes a German public radio official with an estimate of 10-15% of radio podcast subscribers who’ve had no previous contact with the radio programm related to the downloaded podcast. These users came across the podcasts not via the programms but (mostly) through topic-related iTunes searches. In an article published earlier this year in Torsten Schwarz’s Leitfaden Online-Marketing, podcaster and online-marketing specialist Alexander Wunschel makes a tentative estimate of 1.25 Mio. podcast users in Germany in 2007 (Ein Blick auf Podcasting in Deutschland).
Is it safe to extrapolate a potential of upward of 150,000 contacts without previous brand-awareness for companies across all markets / topics who invest in podcasting now?
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