©2007, Community IT Innovators, Inc.
White Paper: Audio Podcasting
Community IT Innovators (CITI)
Scott Williams, email@example.com, 202-234-1600 ext. 386
This white paper focuses on audio podcasts, and how organizations are using them to fulfill their
missions. We also look at some inexpensive recording and editing options, with an overview of the
technical production of podcasts. Syndication will be touched on only briefly (for more information on
syndication, reference our RSS white paper).
“Podcasting,” in the strictest sense, describes audio or video content distributed using syndication,
such as RSS or Atom feeds. The term is a blended word combining “broadcasting” and “pod” from the
The term “podcasting” is misleading, since an iPod or other mp3 player isn’t necessary to access the
content, and some studies have shown that most podcasts are listened to via computers, rather than
Dave Van Dyke of Bridge Ratings, quoted at MarketWatch.com said that, in September 2006, less
than 20% of podcast content was being listened to via iPods and other portable devices.
427cbc1ac51b) On the other hand, The Arbitron/Edison Internet and Multimedia Study 2007 has
54% of “podcast” audio content being listened to via portable devices.
The Arbitron/Edison Internet and Multimedia Study 2007 has broader numbers on podcasting use and
awareness, finding that while awareness of podcasts had expanded from 22% to 37% from 2006 to
2007, the number of people who had actually listened to a podcast rose only from 11% to 13%.
Recording and Production
Most of the recording and production section is from my notes of John Wall’s session at the 2007
NTEN conference. John is from The M Show, and the slides are available at www.themshow.com/ntc.
Steps in creating your podcast: