podcasting bible

www.it-ebooks.info Podcasting Bible Steve Mack and Mitch Ratcliffe 01_043523 ffirs.qxp 1/4/07 6:40 PM Page iii www.it-ebooks.info 01_043523 ffirs.qxp 1/4/07 6:40 PM Page ii www.it-ebooks.info Podcasting Bible 01_043523 ffirs.qxp 1/4/07 6:40 PM Page i www.it-ebooks.info 01_043523 ffirs.qxp 1/4/07 6:40 PM Page ii www.it-ebooks.info Podcasting Bible Steve Mack and Mitch Ratcliffe 01_043523 ffirs.qxp 1/4/07 6:40 PM Page iii www.it-ebooks.info Podcasting Bible Published by Wiley Publishing, Inc. 10475 Crosspoint Boulevard Indianapolis, IN 46256 www.wiley.com Copyright © 2007 by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada ISBN: 978-0-470-04352-3 Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Legal Department, Wiley Publishing, Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, (317) 572-3447, fax (317) 572-4355, or online at http://www.wiley.com/go/permissions. LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. 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Library of Congress Control Number: 2006939591 Trademarks: Wiley, the Wiley logo, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates, in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in this book. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. 01_043523 ffirs.qxp 1/4/07 6:40 PM Page iv www.it-ebooks.info About the Authors Steve Mack has spent more than a decade at the forefront of the digital media industry. He is a principal at LUX Media ( www.luxmedia.com), a firm specializing in interactive media design, live event and a/v production, encoding, hardware and software implementation, and training. Through its 501 division, LUX also offers hosting and consulting services targeted at progressive non-profit organizations. Previously at RealNetworks for five years ( http://www.real.com) as executive producer and media lab manager, Steve worked with high-profile customers and partners to create cutting-edge programming and presentations. Steve has produced some of the largest and most prestigious Internet broadcasts, including U2 live from Notre Dame (Yahoo Internet Magazine’s “Top of the Net for 2001”), the ACLU 2004 Members Conference, President Clinton’s inaugural address, and the first public live Internet broadcast of a Seattle Mariners game in 1995. He has authored a number of books, including Streaming Media Bible (Wiley, 2002) and Hands on Guide to Webcasting (Focal Press, 2005). He also writes for numerous publications. Before his current career in interactive media, Steve was a professional musician who traveled the world and released five albums’ worth of material with critically acclaimed Irish rock group That Petrol Emotion. During this time he built, owned, and operated Bang Bang Studios in London, a commercial 24-track recording studio where he produced and engineered hundreds of releases. He is still active in the music industry as a producer/engineer and performer. Mitch Ratcliffe is co-founder of several startups and an accomplished Internet executive. His most recent company, BuzzLogic, where he invented a technology for analyzing influence and value in social networks, recently launched its first product. His consulting business, Internet/Media Strategies Inc., has worked with America Online, EarthWeb, Audible, Time Warner, ZD Net, Comdex, and SoftBank, among others. Mitch led the development of the ON24 Financial iNetwork, the first streaming news organization, from 1999 to 2001. He also developed and managed the ZDY2K Web site, a source of Year 2000 information and commentary on the ZD Net supersite. His Audible program, Adventures In Technology, was one of the first downloadable spoken word series about the evolution of media in the Internet era. Mitch has served in numerous editorial positions with the likes of Digital Media and MacWEEK. He is the co-author of three books published by Random House, and his work has appeared in Forbes, Fortune, PCWEEK, PCWorld, In-Formation, National Review, and Feed, among others. He is a widely quoted commentator on digital technology and the networked economy. He represents SoftBank on the board of Electric Classifieds and Match.com. He is a member of the board of advisors for several early-stage companies, including commercial wiki developer Socialtext and music training developer iVideoTunes. 01_043523 ffirs.qxp 1/4/07 6:40 PM Page v www.it-ebooks.info vi Credits Acquisitions Editor Kim Spilker Project Editor Martin V. Minner Technical Editor Travis Petershagen Copy Editor Gwenette Gaddis Goshert Editorial Manager Robyn Siesky Business Manager Amy Knies Vice President and Executive Group Publisher Richard Swadley Vice President and Publisher Barry Pruett Project Coordinator Kristie Rees Graphics and Production Specialists Carrie A. Foster Denny Hager Stephanie D. Jumper Alicia B. South Quality Control Technician John Greenough Proofreading Sossity R. Smith Indexing Infodex Indexing Services Inc. Cover Design Michael Trent Cover Illustration Joyce Haughey Wiley Bicentennial Logo Richard J. Pacifico Steve Mack: For Erin, Shilo, and Maggie. Did it take as long this time? Yes, it did. Mitch Ratcliffe: For Geneva Ratcliffe, who has grown up in cyberspace, her brother Taylor, maker of stories and other grand inventions, and their mother Kiera, my partner in all things fair, foul, and daring. 01_043523 ffirs.qxp 1/4/07 6:40 PM Page vi www.it-ebooks.info P odcasting is a relatively new field, and it’s still undergoing many changes. What started off as a cool way to combine a bunch of existing technologies into a nifty way to distribute audio files has turned into a worldwide craze that now encompasses video, images, and other data types, and is used in education, government, and major corporations. It’s safe to assume that the next few years are going to see even more changes in the field. Currently, there are more podcasting business startups than you can reliably count, with more appearing each day. Each one has its own particular twist on how it is going to serve the podcast- ing community. Not all of them will be successful; this is just the business reality in any growing field. The same goes for podcasters. Each day brings tens if not hundreds of new podcasts into existence. While we’re incredibly excited about the level playing field that podcasting brings, we’re old enough to know that this excitement level can’t last, and that many folks are going to realize that maintaining and updating a podcast requires time, effort, and most of all, passion. We sincerely hope that if you’re passionate about something and want to share your passions with the world, this book helps you do so. We’ve tried to keep the information in this book as evergreen as possible. We try not to recommend any particular vendors, because their pricing models and service records may have changed by the time you read this. We do, however, try to go into detail about the business of podcasting, the basics of digital media production, and the options available to you as a podcaster. This information is much less likely to go out of date. After reading this book, you should know how to calculate the investment in time and money that building a podcasting business requires. You should know how to produce a good sounding audio podcast, and a good-looking video podcast. To this end, we’ve included many worksheets and step-by-step examples for you to follow. If you want to find out more or learn more about a particular aspect of podcasting, plenty of refer- ence books on the market will serve you well. This book, however, should give you a firm theoreti- cal foundation for everything you need to know about podcasting. Because the world of podcasting is changing and growing so rapidly, we can’t hope to be com- pletely up to date. However, the process of creating a podcast and building a business remain the same, and the basic rule still applies: Create a good-quality program, and your audience will find you. We can’t tell you what to make your program about, but we hope we can help you produce it to a high standard and grow it into a viable business. vii 01_043523 ffirs.qxp 1/4/07 6:40 PM Page vii www.it-ebooks.info [...]... and Institutional Podcasting 459 Podcasting as a Customer Relationship Channel 460 Corporate Podcasting and Training 462 Secure pages 463 Password-controlled podcasting 463 Supporting your corporate podcast deployment 465 PDAs 466 Phones 468 Knowing the Regulatory Issues 469 Educational Podcasting: How Much... 6:40 PM Page xii Preface vii Acknowledgments xi Part I: Podcasting: Where It Came From and Where It’s Going 25 Chapter 1: Stars Being Born Every Day 27 Chapter 2: Podcasting s Meteoric Trajectory 37 Chapter 3: Exploring the World of Podcasting 47 Part II: Podcasting Production 67 Chapter 4: Defining Your Podcast... Every Day 27 What Is Podcasting? 27 Why Podcasting Is Different 30 A Podcast for Every Listener 31 Summary 35 Chapter 2: Podcasting s Meteoric Trajectory 37 Digital Audio Grows Out 37 It came from planet RSS 39 The last yard, via USB 40 What podcasting is not 41 Transition... the Authors Before you write, check the book’s accompanying Web site for tips, tricks, FAQs, and other useful tidbits at www.podcastingbible.com You can also reach the authors via e-mail Mitch can be reached at godsdog@ratcliffe.com, and Steve can be reached at smack@podcastingbible.com Have Fun Remember: Successful podcasts are ones that are based on passion The daily care and feeding of a podcast... ftoc.qxp 1/4/07 6:40 PM Page xv Preface vii Acknowledgments xi Part I: Podcasting: Where It Came From and Where It’s Going 25 Quick Start: Getting Started with Podcasting 1 The Podcasting Process 2 Before You Start 2 Finding and Subscribing to Your First Podcast 3 Recording Your First... business, and you have to understand the principles underlying building a successful podcasting business Part VI: Case Studies The final section of the book includes a few case studies These are three different real-life examples of how podcasting is being used today Appendix and Glossary Appendix A offers some helpful podcasting resources We also provide a glossary of terms ix www.it-ebooks.info 01_043523... Corporate and Institutional Podcasting 459 Chapter 25: Promoting Your Podcast 473 Part VI: Case Studies 493 Chapter 26: Podcasting from Home: The Dawn and Drew Show 495 Chapter 27: Channel 9: Humanizing the World’s Largest Software Company 501 Chapter 28: A Museum’s Experience: The Ontario Science Centre 509 Appendix A: Podcasting Resources... 514 Summary 514 Appendix A: Podcasting Resources 517 Index 527 xxv www.it-ebooks.info 02_043523 ftoc.qxp 1/4/07 6:40 PM Page xxvi www.it-ebooks.info 03_043523 qs.qxp 1/4/07 6:09 PM Page 1 Getting Started with Podcasting T his chapter provides a brief overview of the podcasting process, the tools you need, and how to... of caution, let’s do it 1 www.it-ebooks.info IN THIS CHAPTER The podcasting process Knowing what you need Finding and subscribing to a podcast Recording your first podcast Editing and encoding your podcast Putting your podcast online 03_043523 qs.qxp Part I 1/4/07 6:09 PM Page 2 Podcasting: Where It Came From and Where It's Going The Podcasting Process Creating a podcast is just like creating any other... to buy better tools To begin with, we’re going to find and subscribe to a podcast Because podcasting was developed by and for iPod owners, we’re going to use iTunes to do this, the free music jukebox software from 2 www.it-ebooks.info 03_043523 qs.qxp 1/4/07 6:09 PM Page 3 Getting Started with Podcasting Apple Podcasting is by no means limited to the iPod anymore, but podcasters still tend to be Mac . www.it-ebooks.info Podcasting Bible Steve Mack and Mitch Ratcliffe 01_043523 ffirs.qxp 1/4/07 6:40 PM Page iii www.it-ebooks.info 01_043523 ffirs.qxp 1/4/07 6:40 PM Page ii www.it-ebooks.info Podcasting Bible 01_043523. 6:40 PM Page ii www.it-ebooks.info Podcasting Bible Steve Mack and Mitch Ratcliffe 01_043523 ffirs.qxp 1/4/07 6:40 PM Page iii www.it-ebooks.info Podcasting Bible Published by Wiley Publishing,. useful tidbits at www.podcastingbible.com. You can also reach the authors via e-mail. Mitch can be reached at godsdog@ratcliffe.com, and Steve can be reached at smack@podcastingbible.com. Have Fun Remember: