PodGardenT Podcasting vs. Traditional Media

The Advantages of Podcasting

Podcasting Advantages:

Targets interested prospects (epitome of being engaged and in control)
Innumerable creative options & versatility
Growing reach potential (free & easy for consumers)
Flexible costs
Fast to produce & adjust -Excellent staying power

Podcasting Disadvantages:

A new online innovation
High cost potential
Lack of historical ROI measures
Production commitment

Television Advantages:

Reach (including upscale demographics)
Geographic flexibility
High potential impact

Television Disadvantages:

High cost to achieve effective reach/frequency
Limited targeting ability
High clutter & competitive activity
Declining audiences
Increasing commercial zapping (DVRs)
High production & talent costs
Viewers search for what to watch without regard to
origin, i.e. broadcast vs. cable
Temporary & fleeting messaging

Radio Advantages:

Demographic targeting via different radio formats
High frequency possible via specific station audience
Lower CPMs and out of pocket costs (single station)
Reaches impulse buyers
On-air talent for promotion & merchandising

Radio Disadvantages:

Audience fragmentation (10,000 stations = small ratings)
Achieving significant reach requires many stations
Low attention levels (it’s a background medium)
Temporary & fleeting messaging
Lack of visuals restricts impact
Smaller coverage area

Magazine Advantages:

Choice of broad or selective reach
Flexible creative & geographic editions
Potentially relevant editorial context
Good for considered purchases among audience

Magazine Disadvantages:

Selective perception/”unintrusive” (easy to skip ads)
Builds reach slowly
Lacks immediacy
Long lead closings
Poor frequency & flexibility
High production & media costs

Newspaper Advantages:

Sense of immediacy
Local market & zone flexibility
Increasing zip code targeting capabilities
Short closing dates
Consumers shop & save retail ads of interest

Newspaper Disadvantages:

Broad audience/not as “targetable” as other media
High cost/out of pocket and CPM
National rate premiums persist vs. retail rates
Variable production quality
High turn-over & waste
Association with what’s increasingly considered an outdated medium

Outdoor Advantages:

Flexible geographic targeting
Good for “simple awareness”
New audience measurement research available

Outdoor Disadvantages:

Limited communication possible
Large investment necessary for full “campaign”
Availability limited by geography/demographics
Poorly engaged audience
Standards of quality difficult to monitor

Break through to
new consumers

Those who prefer
verbal information:

travelers, commuters and multi-tasking workers can play a podcast while attending to other activities.

Take your business Podcast to the next level with our customizable media players.

PodGarden Library

Learn more about podcasting in PodGarden's library of white papers, posters, articles, podcasts and other resources.

Now learn about the other benefits.

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