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Holtz Communications + Technology

Shel Holtz
Communicating at the Intersection of Business and Technology
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WSJ reports on MSM’s move to podcasting

At some point during yesterday’s “For Immediate Release” podcast, Neville and I revisited the issue of newspapers producing podcasts. Coupled with newspaper blogs, it seems clear that this move is recognition by some mainstream media (MSM) that to survive, they need to embrace new media and integrate it into their current offerings. The Philadelphia Daily News’ PhillyFeed, for example (which I reported on here earlier) features interviews with staff reporters about the stories they’re covering. Offering a comprehensive package of coverage with the printed paper as the foundation makes a lot of sense and could be the ticket to survival for the struggling industry.

In today’s Wall Street Journal Online, an article by David Kesmodel (no subscription required to read this one) focuses on newspapers with podcasts. There are more than I knew, including podcasts from the Seattle Post Intelligencer. The WSJ article cites Pete Conti, a newspaper industry consultant with Borrell Associates Inc., who believes the podcasts give newspapers an opportunity to reach younger audiences.

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