В последнее время я часто думаю о будущем радио как средства массовой информации. И все чаще и чаще прихожу к выводу что люди больше не сидят у приемников и не ждут эфира какого то диджея или какой то передачи. Они просто идут в интернет и скачивают этот эфир или передачу когда им это надо, а не в 20.00 во вторник, когда эта передача в эфире.
Исходя из этого я глубоко убежден что через какое то время такое явление как подкасты будет в разы популярнее и влиятельнее радио эфиров.
Хочу оговорится, что я не имею ввиду вымирание радио, я имею ввиду необходимость публикации всех радио эфиров для свободного скачивания.
Хочу привести выдержку из одного интервью по этому поводу.
Особенно интересны два последних абзаца.
In 2009, when KLSX in Los Angeles canceled his morning radio show, Adam Carolla walked away from traditional media and became an unlikely Internet pioneer.
Though many people associate Carolla with The Man Show or Loveline, these days he is a giant in the world of podcasting. His show has been downloaded more than 60 million times, easily beating the previous record of 4.5 million by Ricky Gervais in 2006. What’s more, he’s making money — at least enough to turn down a deal to go back to terrestrial radio.
One particularly lucrative arrangement is a revenue-sharing deal with Amazon. Fans who click through Carolla’s site to Amazon know that he gets a cut of the transaction.
Carolla’s podcast zoomed to number one on iTunes because of name recognition, but it stayed there for several reasons. One is that, unlike many other podcasters, Carolla’s show is daily rather than weekly. A second reason: He gets big-name guests like Alec Baldwin, Albert Brooks and Seth MacFarlane. But a lot of credit has to go to Carolla himself, who has the unique ability to riff humorously on any topic.
Mashable recently spoke to Carolla about his podcasting success. Here are some excerpts of the conversation.
On your show, you recently talked about turning down a lucrative deal on terrestrial radio to stay with the podcast. Do you ever regret that decision? And what was your thinking?
No. And my thinking was I had a whole bunch of other irons in the fire so to speak and stuff cooking, and this podcast thing was just starting to really take off. And I just realized it’s a business and I need to immerse myself in it and just go at it instead of treating it like a hobby, treat it like a job and I just dug in.
And it’s been paying off ever since. I mean, I didn’t do it because I had a ton of blind faith. I did it because it was starting to throw off money.
You mentioned the Amazon relationship. How did that come about? Did they approach you?
I wish I knew. I think we approached them. I think our sales people approached them. I mean, we’re not inventing much here. Every idea I’ve had in this endeavor somebody who knows something about it says, “Oh, you’re talking about a rev share,” or something like that. It would be like you going, “I have this vision of a stick with cotton on the end of it that people can use to clean their ears,” and then someone would go “Oh, you mean a Q-tip.” This all exists, it’s just we’re having to actually make it work.
What’s your schedule for recording? Do you meet every day at the same time or is it more fluid than that?
We meet at the same time every day, and that’s the way we do it, though we have flexibility, which is really nice — which is to say that if Jesse Ventura is around and he can only do it at 11 o’clock on a Thursday, then we come in to the studio warehouse and do it then.
And we’ll do my weekend Ace on the House home improvement show for the weekends when my schedule opens up, like noon on a Wednesday or 4 o’clock on a Friday. It will have to be ready for a Saturday, in other words.
So you have that flexibility, which is nice. And we have the ultimate flexibility, which is we don’t record on a Friday usually, but Albert Brooks says we can come to his office on a Friday in Beverly Hills and sit down with him, so we packed up our stuff, which fits into a backpack pretty much, and went into his office on a Friday and got an hour-and-a-half in with him.
You kind of pioneered a new way of doing audiobooks, which was to diverge from the text and you had an idea for a second, stand-alone audiobook that your publisher wasn’t as interested in. Can you talk about that?
I’m just starting to see the potential of this stuff. We sold so many of the last audiobook and it was so different from what was on the page in my actual book-book. I thought there was so much material left over from the first book that I thought: “Let’s do a second audiobook.” It seemed like a natural since everyone enjoyed the first audiobook so much and it was number one on iTunes for so long and up on the top 20 on iTunes for months and months.
So I thought let’s do a second one with all the missing chapters and the bonus chapters in the paperback, and I’ll record it and engineer it at my facility. And as far as my publisher, Random House, we’ll just split the proceeds and make it a pure electronic download. It was one of these things where they said, “We don’t want to set a precedent.” And I was like, “You don’t want to set a precedent of doing nothing and getting money? I’d like to set a precedent of doing nothing and getting money, but alright.”
Do you think podcasts will supplant terrestrial radio?
It depends on who on terrestrial radio is going to be doing podcasts. Eventually, everyone is going to go to their computer for everything. The question is: Are they going to go to their computer to download terrestrial shows or are they going to go there and download podcasts? The notion of “I’m going to sit in my car and wait for a commercial to end” will be right up there with television. The days of us running to the TV set because I Love Lucy started after a commercial break are gone.
I don’t know that podcasting is going to supplant terrestrial radio. I do know that the days of sitting by a radio and waiting for your favorite song to come on, or sitting by the TV and waiting for your show to start, those days are gone. It’s gonna be: “Here’s what I want and here’s when I want it on my terms.” And maybe terrestrial radio will figure out a way to do that. But that much I know. And we will not tolerate that for talk any more than we do for music.
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