The Mainstream's Resistance To Podcasters Will Cost Them

Illustration credit: Ronald Lewis

Embracing podcasters would be a wiser choice -

Katie Couric may have recently jumped ship from NBC, and into the arms of CBS to save their ailing 'Evening News' program, but it will take more than Couric to save the mainstream from its own ignorance. Since Apple added podcasting features to its iPod software last year, podcasting has skyrocketed, creating superstars out of ordinary people.

Unfortunately, executives at broadcast networks, radio stations, and other 'big media,' have become increasingly resistant to the rise of independent podcasters -- unless, of course, it's one of their own. Recognizing the popularity of podcasting, most media conglomerates have embraced the pop-culture phenomenon to stave off any potential threats to its key assets. Smart move, indeed, but not so smart when they shun the podcasting community.

So, why the attitude, you say? Well, first and foremost, a majority of the big media execs believe podcasters are irrelevant to 'their' industry, creating senseless excuses for why they shouldn't sponsor, partner, or collaborate with independent podcasters. Well, that's fine, because while they're on the 'bleeding edge of ignorance,' podcasters are consistently marking their wins, including this recent one:

On Monday, April 10, Webaroo officially unveiled their 'unplugged' Internet search technology for laptops, PDAs, and smart phones. A highly-anticipated announcement, the mainstream inundated Webaroo founders Rakesh Mathur (CEO), Brad Husick (President), and Beerud Sheth (CTO) with unprecedented first-rate press coverage:

• The Wall Street Journal
• The New York Times
• CNet's News.com
• PC World
• Red Herring
• ComputerWorld
• NetworkWorld
• Business 2.0

And, that's only a sample of the more than 90 outlets which covered the company. Yet, where being 'first' and 'exclusive' is critical to the egos of these mainstream outlets, neither of these outfits were first in covering Webaroo. Instead, 'Interviews with Ronald Lewis' (a podcast which I produce) beat everyone to the punch. Such an accomplishment, in so little time, should be a wakeup call for some -- especially the big media wigs who maintain that podcasters are second-rate "wannabes." However, I beg to differ. Consider the 'mainstream' appearances attracted to the podcast since late January 2006:

• Rakesh Mathur (CEO), Brad Husick (President), and Beerud Sheth (CTO), Webaroo
• Linda Rutherford, VP of Public Relations, Southwest Airlines
• Jim Baxter, VP of Engineering, MooBella
• Aaron Keogh, Director of Business Development, MatrixStream
• Kate Bell, President, Board First
• William Boehlke, CEO, Signate
• Mark Spencer, President, Digium
• David Mandelstam, CEO, Sangoma
• Alex Tew, The Million Dollar Homepage
• mIKEY, MEETin
• Dawn Mikkelson, award-winning filmmaker
• Jeremy Garcia, LinuxQuestions
• Kem, Universal/Motown Records
• Sherelle Cary Smith, Caryland Records

Also, let's not forget the amazing work podcasters are doing in other areas, as well. I think it's time for the mainstream to stop resisting podcasters, and embrace them instead. Most importantly, podcasters aren't a 'threat,' unless they want them to be. I am certain that most podcasters would be more than willing to partner with the mainstream on good terms, and why not? It would be good for everyone!

Someday, I hope a happy medium will exist between the mainstream and independent podcasters. If not, well, all the best to them, because their ignorance won't save 'traditional,' prized assets in the coming shift of on-demand Internet content and media.

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