A few weeks back, I said it was fine time for a podcasting association. Seems like someone heard my call because the Association of Downloadable Media (ADM) launched last week. Its aim? According to its mission statement, the ADM aims:
“To provide leadership in and organization of advertising and audience measurement standards, research, education and advocacy to all those involved in portable media (Podcasts/ATOM/RSS media enclosures) across the Internet, iPods, MP3 players, mobile devices, P2P and other upcoming platforms.”
Will I become a member?
I don’t know. My pals, Chris MacDonald, John C. Havens and Colette Vogele, were part of the planning process. I respect their viewpoints, so it can’t at all be a bad thing.
Plus, we do need someone to take the lead in defining standards when it comes to measuring podcasting metrics. The chapter in my book on how to measure a podcast was the most difficult for me to complete. I wrestled with what should be measured and how it should be measured with little guidance. I ended up putting together my own advice based on what I see work for my clients, however, I’m either opening the wound or helping to close it. I’m not sure which and will only find out after the book is published.
So, the ADM is on the right track by taking the leadership in helping to define metrics for podcasting. My issue though, is twofold:
- The ADM is trying to be all things to all people. Just like with a podcast, you have to niche yourself. I would rather the ADM either help educate media and ad buyers or podcasters, but not both. I can see conflict arising because the ADM is trying to unite both those who buy inventory and those who sell it.
- There are many people who are not part of the founding group. I’m disappointed to see this. The early pioneers in podcasting, such as Todd Cochrane, Doug Kaye, Michael Geoghegan, Leo Laporte, Audrey Reed-Granger are just some of the people who should’ve been invited. They have seen the industry ebb, flow and grow over a much longer period of time than most of us.
Many are weighing their options whether to join this association or not. The opinions about ADM are as varied as the number of podcasts that exists in iTunes, for example:
- Scott Bourne wonders why the ADM didn’t include more industry heavyweights and cautions podcasters to do their research before joining.
- Todd Defren says that traditional measurement companies may not play nice with the ADM and it may face some hurdles.
- Paul Colligan will become a member and surmises that the term downloadable may be too limiting.
- Rob Walch will join to fight for a student rate and is happy to see that Apple Neilsen and Podshow are involved.
- Todd Cochrane will support the association, but is miffed at being surprised by the formation of the ADM.
The ADM has a long road ahead. I don’t doubt that they will make a contribution to podcasting. A plus is that the founding members aren’t automatically part of the Board. There’s a nomination and voting process taking place in August to form the first Board. I’m encouraged by this and I look forward to seeing how this association takes place over the coming weeks.
Update: Heather Green over at Business Week and my pal, Mitch Joel have weighed in on this issue. I’ll provide a separate post about Heather’s because there’s one point she makes that’s got my panties in a knot.
Will, I interviewed Susan Bratton on Wednesday for my book and podcast. Infectious energy and I enjoyed speaking with her.
I put her in the hot seat and she answered each and every criticism that I fired at her. She also shared with me that she’s there only to get the ball rolling. I’m anxious to see how this will develop.
Good post, Leesa.
I had reservations about the ADM, too, until I listened to one of the founders interviewed on the latest Podcast Brothers episode. I highly recommend listening to it. She answers the criticism about “the chosen few”.
Basically, the founders are there to get the ball rolling with the association and voting for the first board members will take place later this year, with hopes for the first official meeting at this years expo.
I’m amazed by the association of the chosen few.. well no I’m not.
Those who declare themselves experts in the podcasting field is what I’m amazed about. I don’t see Leo Laporte on the list ? Last time I checked
he is the leader in trying to change the name of podcasting to something that makes more since, and doesn’t give Apple the namesake of what they stole and try to make all theirs.
The biggest problem with podcasting right now is not
advertising, the problem with podcasting is that it is not main stream, and until it is, it will not draw advertising on a large scale. If Apple put the effort in promoting podcasting like it did its Glory be to all overprice iPhone, then podcasting would have no problem with advertisers, they would come running…and then the so called Gods of podcasting in this little Association would be to busy to be apart of the Association. Oh and where is Adam Curry ? The leader of them all ?
Great advice, Peter. Before posting this on my blog, I sent an email to ADM asking about participation and I’ll be interviewing the woman who spearheaded this movement for my book.
While my blog may make it appear that I’m standing on the sidelines, there are things happening in the background. There always is with Leesa Barnes 😉
L-
You must join.
It is the first national association of its kind for your industry. Likely nothing else like it will come up at least in the next year, and if it does, you need to join that too.
To not join and comment from the sidelines (which is not what I am suggesting you are doing presently but would be doing should you ever comment on the association again) is throwing stones even if you are truly (as always) trying to help.
Further, you must not just simply join but you must participate. You have insight, you have abilities and you have a lot to learn about the industry (on top of your already stellar knowledge bank)…get in there. Build your credibility among your peers, expand your reputation in the industry and learn learn learn.
If after a year of direct experience, it didn’t turn out to be what you wanted (not for any lack of trying on your part) then walk away having given it a good try.
Best always,
– Peter