Podcasts Add Sizzle to Media Bacon

Innovative. Efficient.Modern. Today’s pork producers, both young and old, are stepping beyond paradigms set by their swine industry predecessors as they adopt new forms of technology—not only to address industry issues such as environmental stewardship and animal health—but also to stay current on industry news. Leading the way as an established content delivery medium to this specialized industry is podcasting.


Podcasting has decidedly claimed its place as a preeminent method of information distribution. Not just for the tech-savvy, podcasts were reportedly downloaded and listened to by 18% of the American population in 2007. SwineCast.com, launched in March 2005 as the first of six agricultural podcasts owned by TruffleMedia Networks, has produced more than 300 episodes. In 2007, SwineCast® was downloaded more than 72,000 times.

Combining the benefits of convenience, timeliness and portability offered separately by other media formats, podcasts are a critical addition to the marketing mix of companies looking to transcend the traditional and embrace the established digital age.

The “Podcast Consumer Revealed 2008” study addressed themost unique and positive benefit of podcast messaging—the ability to reach a highly specialized target audience. “Consumers who go through the process of selecting a program(rather than passively consuming whatever is on traditionalmedia), downloading it and potentiallymoving it to a portable device are exhibiting an increased level of engagement with the programs and hosts of the shows they select. This engagementmay translate to an increased credibility and level of trust in the show‘s sponsors and advertisers,” the study stated, adding that increased researchmay further quantify the enhanced value of this targeted audience beyond simple reach and frequencymetrics.

Quite simply—podcasting gets a message to people who are interested and who are seeking tailor-made information.

For marketing professionals, the opportunity to support this information transit to current and potential customers is unprecedented.

“The character of a communications vehicle like podcasting has the potential to strongly impact product brand perceptions,” said Ned Arthur, Director of Content Development for Truffle Media Networks. “Brand marketing requires establishing your product as premier. Podcasting identifies your company as a brand leader while at the same time creating a conversation about the industry.”

SwineCast.com offers a prime example of how a strategically established podcast site can combine additional elements including blogs, event proceedings and interviews with industry experts to increase both consumer offerings and sponsor impressions. In 2007, more than 235,000 high quality brand impressions were made through a combination of podcast downloads, e-mails and banner ads.


Marketing professionals interested in viewing the successful podcast campaign of Truffle Media Networks can visit www.TruffleMedia.com, the newly launched online home of their six agricultural podcasts including SwineCast.com, BeefCast.com, DairyCast.com, PoultryCast.com, CropVillage.com and their newest show—AgMedia Conversations. This latest podcast is geared especially for you as an ag marketer to learn from experts the details of podcast successes—how they work and why they work.

If you were unable to attend the recent conference of the National Agri-Marketing Association you can listen to the coverage of the workshop “Leveraging Interactive Marketing for Business Success” below to get the basics on establishing goals and objectives utilizing podcasting, brought to you through Ag Media Conversations.

Truffle Media Networks also offers trial sponsorship packages to help your company get started in and evaluate an effective podcast campaign. For more information, contact Aaron Gilbertie at 317/690-7097.

Find out how leading companies like Elanco, Case IH, Bayer CropScience, Mycogen Seeds and Boehringer Ingelheim have embraced podcasting. Consider what it can do for your company. Then get ready to podcast!