The audience for podcasts

New media marketing is all about engagement, and nothing engages customers and constituents like blogs, social networks, and podcasts. Have you tuned into a podcast lately? A podcast is an audio or video broadcast made available on the Internet. What’s special about podcasts is that people can subscribe to them (almost always for free) through XML feeds and RSS.

Arbriton assesses that 13% of all Americans have listened to an audio podcast, not counting the millions who have tuned in to “You Tube.” This desirable market segment is well-educated and affluent, listens to news and public affairs shows, and shops online. Gender-wise, podcast audiences are almost evenly distributed between men and women. About half of all podcast enthusiasts are 35 or older, while the other half of podcast listeners and viewers are between the ages of 12 and 34.

If you’d like to incorporate podcasts as an element in your next public relations campaign, consider partnering with Fletcher Prince.  You can see our podcast at


About Mary Fletcher Jones

Mary Fletcher Jones is a mom, teacher, and blogger. She is also the creator of "Living Well With Autism," an online resource for caregivers of children, teens, and adults with autism and related special needs.

Posted on August 14, 2009, in Podcasting Tips. Bookmark the permalink. Leave a comment.


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