More than half of publishers surveyed following a recent UK Association of Online Publishers (AOP) event said their business intends to launch a podcast in the next 12 months.

Of the delegates polled some 35 per cent said their businesses had already taken advantage of the opportunity to engage with their audience via the podcasting platform. More than half (52 per cent) said their business intended to launch a podcast in the next 12 months to enable their brands to reach consumers on the move – anytime, anyplace, anywhere.

Karl Schneider, chair of the AOP content trends working group, and editorial development director at Reed Business Information, says: “I’m not surprised at the high level of interest in podcasting. It’s still early days, but the large audiences already being attracted by the top podcasters, show that there is an appetite for this content. The challenge now for publishers is to sort out how to make money from podcasting!”

The remaining 13 per cent of delegates indicated that their businesses would not be experimenting with podcasting and cited factors such as the perceived cost of entry; a lack of relevant skills within the business and the lack of a clear business model as the key barriers to entry.

Branded, quality content publishers came together at the AOP event ‘Podcasting – what’s the point?’ on 24 January to explore the opportunities and challenges the technology presents and the potential impact on their businesses.

Delegates heard presentations from publishers leading the charge with audio services, including: Neil McIntosh, assistant editor at Guardian Unlimited; Guy Ruddle, podcast editor at Telegraph Media Group; Chris Green, technology editor at VNU’s Computing; John MacFarlane, online manager at RBI’s New Scientist and Sarah Prag, senior project manager at BBC Radio and Music Interactive.

Chris Green said: “In the age of ‘pull’ rather than ‘push’ media, we need to be able to reach our users at times and in places that suit their needs.”


Notes to editors

AOP polled 60 delegates at its seminar Podcasting – what’s the point?, which took place on 24 January 2006 in Holborn, London. Full details of the event are available from Katy Howell - 0845 408 2031

About AOP
The UK Association of Online Publishers (AOP) is an industry body representing online publishing companies that create original, branded, quality content. AOP champions the interests of approximately 160 publishing companies from diverse backgrounds including newspaper and magazine publishing, TV and radio broadcasting, and pure online media. Together they publish around 1,150 products and attract more than five billion page impressions per month.

AOP presents a unified voice to industry and Government, specifically to address issues and concerns relating to all areas of online publishing. AOP publishes original research, hosts forums, conferences and events, covering a range of topics from paid-for-content, subscription models and data protection, through to copyright, content management, new technologies and audience measurement.

Last year AOP produced the highly acclaimed research ‘The Role of B2B Websites’ and every year it delivers the annual member benchmarking study, the ‘AOP Census’. This year AOP will add to its original research with two new studies.

The AOP autumn Online Publishing Conference & Awards is its annual industry event. It attracts the biggest names in online publishing to discuss the challenges and opportunities facing the industry and celebrate outstanding achievement. The 2006 event will be held on 4 October at the London Hilton, Park Lane.

Members include Associated New Media, BBC, BSkyB, CNET Networks, Channel 4, Dennis Interactive, The Economist Group, Emap, Financial Times Ltd, Future Publishing, GCap Media Guardian Unlimited, Haymarket Publishing, Independent Digital, IPC Media, ITV Online, News International, Reed Business Information, Telegraph Media Group and Which?. In addition, PPAi (Periodical Publishers Association Interactive) retains a corporate seat on AOP board: representing the interests of magazine publishers online.


Katy Howell
immediate future Ltd.
0845 408 2031

Published on: 12:00AM on 9th February 2006