Exciting changes are rocking advertising, media syndication, journalism, and their ecosystem. Blogging and podcasting are suddenly a force to be reckoned with. Mainstream media (whatever that means now) is getting mashed-up hardcore at all levels, and nobody knows where its headed.
Recently Portico chose to support the fabulous Public Radio show TechNation. We have a long history of funding charitable causes, events, and other worthy endeavors. I have been enjoying TechNation for years via standard terrestrial radio, but more recently via podcast from IT Conversations.
Public Radio "over the air" used to dominate my car time. But then it happened - two years ago this August I got an iPod. My "live radio" listening quickly plunged to almost zero. I now consume podcasts almost 100% of my commuting time, and whenever possible at home. Instead of hearing TechNation on 91FM WHYY (my favorite local public radio stations), I now listen to it on my iPod.
But back to the story - Portico, not the type of company that does traditional advertising, wants to get our name "out there" for recruitment purposes. We are growing fast, and need to employee highly skilled and intelligent IT professionals. 5 years ago, maybe some job ads in the local newspapers and online would suffice. But that was the glacial ice age days!
Here is how it works in the new world - we hop online, bid, and finally win an auction on eBay to sponsor TechNation. And this is not yo mamma's "shave and a haircut" print ad. This is PODVERTISING. We are sponsoring a PODCAST!
How completely surreal and weird to be driving to work last week, and here Dr. Moira Gunn announcing Portico as a sponsor of TechNation. Goosebumps. Not just because her smooth familiar voice was talking about Portico, but also because the food chain leading to this moment was totally and completely NEW:
- We sponsor by bidding for the privilege on eBay
- Arrangements are finalized via email
- I subscribe to TechNation on my Mac at home
- iTunes leverages RSS and XML to make the magic happen
- Audio flows to my home computer over broadband as an MP3 file
- I pop my iPod in its cradle and the show magically syncs over Firewire
- I hear Dr. Gunn announce our sponsorsip while driving to work
- My spine gets all tingly
Exciting changes - turbulent forces are pushing, pulling and refactoring the way people and businesses publish ideas, subscribe to information, and do what we all do as entities driven to share thoughts and consume those of others. These changes are stimulated by the same decentralized power that brings life to the blogosphere, energy that is now virally infecting mainstream media and advertising. Where will this lead?
Links to some recent TechNation shows Portico has sponsored - give the audio a listen and you will hear the announcement in the first minute: