If you’re a tech fan, you may be familiar with Leo Laporte “The Tech Guy”. His radio show airs on stations across the United States and Canada. Leo formerly appeared on the Tech TV network and now also owns the TWiT Netcast Network. I’ve been listening to Leo for years and have picked up some great tech tips on his show. I was definitely looking forward to attending his keynote address last week at NMX 2013.
Leo talked about the changes in media advertising. Traditional advertising assumed the consumer was stupid and advertisers tried to fool them into buying products—like using phrases such as “4 out of 5 doctors recommend” and getting women to smoke. He said in the new media, advertisers need to be aware that customers are much more smart and savvy. Companies should be honest and upfront. They need to realize the value of new media communities and the trust that people put in personal recommendations. Leo also pointed out that the advertisers on his outlet usually also give a free trial of their products to test out first.
As Leo is a podcaster, he spent a lot of time covering this area during his address. He mentioned some impressive growth statistics for his podcast audience. However, he also pointed out that they seem to have hit a wall in the number of downloads they can get. One of the problems in trying to break through that wall they hit is that it can be difficult for non-technical people to find and access a podcast (having to go search in iTunes, etc.).
Ideally, he said people should just be able to go to a website and have instant access to the podcasts. To that end, Laporte said he envisions a 24/7 live podcasting outlet in the future.