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This is an exclusive conversation I had with Brian Morrissey when he was reporter at Adweek about how digital advertising, ad tech trends, and what the future of advertising will look like which is very prescient.

Brian Morrissey photo by TopRank Marketing

Much of what he speculated came true.  Today, Brian Morrissey is Editor in Chief at Digiday, which confronts technology’s disruption of the media and marketing industries.

Brian has reported on the Internet advertising businesses for DM News, ClickZ and Silicon Alley Reporter. Prior to working in journalism, he was a speechwriter in Washington, D.C. Morrissey is a graduate of Providence College and has Masters degrees from the Catholic University of Leuven in Belgium and Columbia University.

SHOW NOTES:

04:53 - Brian Morrissey gives a description about what sort of things an Adweek reporter covering interactive media deals with as opposed to reporters who focus on traditional media.

06:13 - Morrissey explains the meaning behind the title of Bob Garfield's article, "YouTube vs. Boob Tube," in Wired magazine, and why there is so much tension about it in the advertising industry, "Right now advertisers are left in kind of a quandary in how they actually reach their consumer and YouTube is very symbolic in just that it is people consuming media when they want, sharing it, really taking control."

07:55 - Morrissey talks about what he believes the future has in store for the advertising industry and what his feelings about the industry are.

09:39 - Morrissey gives his opinion on the future of the 30 second spot in today's rapidly changing world, "It is symbolic of, like, old school advertising. Now will it be 15 seconds? Will it be, in some cases, 5 seconds? Will it be a 2 second ad that leads to a longer form video experience? Maybe. Now the challenge for advertisers is to adjust to that..."

10:52 - Morrissey discusses whether or not he believes technology will put agencies that specialize in media platforms out of business, similar to how the internet put travel agents out of business, and what he thinks technology and digital advertising will do to aid small businesses.

13:18 - Morrissey describes the difference in strengths and weaknesses of traditional media versus new digital media and how new media will change how advertisers measure response to campaigns, "Any time media becomes digital, it becomes a lot easier to measure, and you just hope that measurement then ends up meaning it becomes more accountable."

15:51 - Morrissey talks about what surprises him the most about the change of trends in technology and platforms, particularly regarding the speed of the changes.

17:20 - Morrissey gives an example of how he would run an ad campaign for a fictional corporation and where he would focus his advertising with regards to digital media and traditional media. Also, he talks about how devoted certain types of companies are in evolving their advertising forms technologically.

19:03 - Morrissey discusses Second Life, how digital advertising there benefits companies, and what he thinks the future will be like for online media, such as Second Life, "...I mean the next MySpace, I think, is going to look a lot more like Second Life than it will look like MySpace today."

20:18 - Morrissey describes what advertisers need to do to cut through the clutter of advertising that is prevalent in modern society and what sort of ways advertiser messages are potentially going to change to accomplish this, "One way I think it they are going to change is they are going to become more Google-like."

QD3 Chairman Quincy Jones, III and President Paul Campbell go On the Record...Online with host Eric Schwartzman to discuss utilizing new media to reach consumers, the effect new social media has on their company, and how they tame technology for a competitive edge.

Quincy "QD3" Jones, III is the Chairman, CEO, and Chief Creative Officer of QD3. In 1986, with Hip Hop still in its infancy, Quincy decided to attend the noted Berklee College of Music in Boston. After one year at Berklee, Quincy grew restless and moved to Los Angeles where he immediately connected with Dr.Dre and a small record label called Ruthless. In 2002, Quincy started a documentary production company focused on chronicling the many dimensions of hip-hop culture. Under Quincy's leadership, the company has amassed one of the largest independent libraries of hip-hop content with thousands of hours of programming, much of it rare, exclusive, and never before seen footage. The company is aggressively expanding online to take advantage of the technology explosion of broadband video, user generated content, video on demand and mobile platforms. As the creative and driving force, Quincy is building the first urban oriented digital media entertainment company.

Paul A. Campbell is the President and COO of QD3. In June 2006, Paul A. Campbell joined QD3 assuming the role of President and COO in charge of growing the Company's organizational infrastructure, production capacity, and expansion onto new digital platforms. Paul brings a unique mix of technology understanding, entrepreneurial energy, strong business discipline, and creative sensibilities. Paul spent the last four years at the Microsoft Corporation as the Director of Business Development responsible for the software giant's digital media strategy and partnerships with major media companies and the creative community.

SHOW NOTES:

05:12 - Paul Campbell discusses what type of company QD3 Entertainment is and gives a brief description about the many aspects of QD3 Entertainment.

06:25 - Quincy Jones, III talks about the QD3 Soundlab and gives a history about the company's music production and film and television scoring history.

07:01 - Jones talks about launching the entertainment portion of QD3, and why he felt the need to create it, "I was watching TV one day and a hip-hop documentary came on and it just didn't really reflect what it really was like being there and it didn't really reflect the culture in an authentic way."

07:35 - Campbell and Jones describes how they first met and why they became friends.

08:42 - Campbell and Jones talk about how they try to avoid targeting specific groups and attempt to combine different groups and cultures of fans into larger aggregates with the aid of new media. Also, they describe how they can use new media to reach both combined groups and specific subgroups.

11:20- Campbell and Jones discuss what they think about the belief concerning the need to bridge the digital divide to reach an urban audience, "As the technology becomes increasingly accessible and becomes a priority, there is no digital divide, it's an economic barrier if there is one."

12:38 - Campbell describes how QD3 utilizes mobile media and other new media technology, and how they plan to make use of such in the future.

14:20 - Campbell and Jones discuss how QD3 feels about their privately licensed content being used by consumers without paying for it on their own new media sites, such as MySpace, and how that drives them to improve their own content.

16:05 - Jones describes how his visual media business provides opportunities that compliment the music side.

17:03 - Campbell talks about the obstacles that they face in QD3 with the onset of new media, how new media technology has changed their advertising models and how it makes it essential to change the way they make investments in designing the different facets of their business plans.

19:09 - Campbell describes how QD3 utilizes and evaluates technology and how they try to tame technology to harness it for a competitive advantage for their company. "You can have the most creative story-telling capability, but if you can’t deliver it in a compelling way and really take advantage of the new technology advancements, somebody else who can do that and maybe less creative will end up winning."

22:27 - Jones talks about who his musical and technological influences are.

23:41 - End.

In this exclusive, candid interview QD3 Chairman Quincy Jones, III and President Paul Campbell discuss the digital media entertainment business, social media marketing and taming tech for competitive advantage.

Quincy "QD3" Jones, III is the Chairman, CEO, and Chief Creative Officer of QD3. A Hip Hop pioneer, Quincy decided to attend the noted Berklee College of Music in Boston. After one year at Berklee, Quincy grew restless and moved to Los Angeles where he connected with Dr.Dre and a small record label called Ruthless.

Quincy started a documentary production company focused on chronicling the many dimensions of hip-hop culture. Under Quincy's leadership, the company has amassed one of the largest independent libraries of hip-hop content with thousands of hours of programming, much of it rare, exclusive, and never before seen footage.

The company is aggressively expanding online to take advantage of the technology explosion of broadband video, user generated content, video on demand and mobile platforms. As the creative and driving force, Quincy is building the first urban oriented digital media entertainment company.

Paul A. Campbell is the President and COO of QD3. In June 2006, Paul A. Campbell joined QD3 assuming the role of President and COO in charge of growing the Company's organizational infrastructure, production capacity, and expansion onto new digital platforms.

Paul brings a unique mix of technology understanding, entrepreneurial energy, strong business discipline, and creative sensibilities. Paul spent the last four years at the Microsoft Corporation as the Director of Business Development responsible for the software giant's digital media strategy and partnerships with major media companies and the creative community.

SHOW NOTES:

05:12 - Paul Campbell discusses what type of company QD3 Entertainment is and gives a brief description about the many aspects of QD3 Entertainment.

06:25 - Quincy Jones, III talks about the QD3 Soundlab and gives a history about the company's music production and film and television scoring history.

07:01 - Jones talks about launching the entertainment portion of QD3, and why he felt the need to create it, "I was watching TV one day and a hip-hop documentary came on and it just didn't really reflect what it really was like being there and it didn't really reflect the culture in an authentic way."

07:35 - Campbell and Jones describes how they first met and why they became friends.

08:42 - Campbell and Jones talk about how they try to avoid targeting specific groups and attempt to combine different groups and cultures of fans into larger aggregates with the aid of new media. Also, they describe how they can use new media to reach both combined groups and specific subgroups.

11:20- Campbell and Jones discuss what they think about the belief concerning the need to bridge the digital divide to reach an urban audience, "As the technology becomes increasingly accessible and becomes a priority, there is no digital divide, it's an economic barrier if there is one."

12:38 - Campbell describes how QD3 utilizes mobile media and other new media technology, and how they plan to make use of such in the future.

14:20 - Campbell and Jones discuss how QD3 feels about their privately licensed content being used by consumers without paying for it on their own new media sites, such as MySpace, and how that drives them to improve their own content. 16:05 - Jones describes how his visual media business provides opportunities that compliment the music side.

17:03 - Campbell talks about the obstacles that the...

Organic Chairman Jonathan Nelson goes On the Record...Online with host Eric Schwartzman to discuss open source technology, client involvement with website publishing and using new media for advertising and marketing.

Jonathan Nelson co-founded Organic, Inc. in 1993, which was the first web-based business, and served as its chief executive officer for seven years. His pioneering work at Organic has helped to make the Internet the radical economic catalyst it is today. He now serves as the chairman of the board and steers Organic's long-term strategy goals, allowing clients to more effectively employ the Internet for brand development and develop better online experiences for their customers. Nelson, described as a "serial entrepreneur," he has founded or played a critical role in the building of a number of companies.

SHOW NOTES:

03:49 - Jonathan Nelson talks about his history with Accrue Software, Inc. and gives a brief description about what kind of company it is.

04:25 - Nelson briefly outlines a day in the life of the CEO of Organic.

04:55 - Nelson describes what Organic, Inc. is and what it does.

05:20 - Nelson talks about how Organic and its clients come to an agreement over what types of services Organic will provide.

05:55 - Nelson gives his opinion on open source and how his clients feel about using open source technology, "...we are a huge fan of open source...but occasionally a client will demand a Microsoft platform or another platform and we are compliant and do that stuff as well."

06:32 - Nelson talks about using different types of software and how important he feels it is to use one set of software over another, "I believe that you shouldn't let the tail wag the dog, I mean software is just a tool and quite often the tools are chosen for you..."

07:36 - Nelson talks about the clients' involvement in the publishing of their own website, the different types of software that clients could use to publish their own site, and the various types of service level agreements that clients want.

09:04 - Nelson describes how Organic's clients host their websites, and how much of the actual hosting Organic does.

09:49 - Nelson discusses how he educates clients on new social media that are hesitant to utilize it, "I believe that in late 2005, 2006 is really the dawn of social media in a really big way, the advent of MySpace and YouTube and the way it is affecting brands is really profound."

11:25 - Nelson talks about the different ways of approaching new media versus traditional media for advertising a product, taking into consideration the target demographic, the product, and how experimental the client is. He also discusses the advantages new media has over traditional media for advertising.

13:51 - Nelson describes how internet marketing has evolved in a short period of time, as well as the increased use of internet marketing for such impulse purchases as consumer packaged goods that have traditionally relied upon off-line marketing.

15:08 - Nelson gives his opinion on Flash, its use on websites, and how to get around the difficulties Flash presents for search engines.

16:23 - Nelson talks about how the process of search engine optimization for data and marketing is evolving with regards to the growing intelligence in using search engines of companies, search engines, and consumers. Also, he discusses the increasing use of social tagging, "Keep in mind that nothing is static here, which is one of the most brilliant things about the internet. It is all evolving really rapidly...we are...actually rather quickly grappling our way to the future here."

19:48 - Nelson discusses how social media has changed the way he does business, and how that has affected growth and sales of all companies who utilize social media.

21:09 - Nelson talks about how new media, such as the internet, has affected marketing practices with regards to traditional marketing mediums, such as television.

22:59 - Nelson gives his opinion about Google's buy-out of YouTube and whether or not he thinks the price they paid was worth it, "...it's really not about the money, it's about the percentage."

24:38 - End.

This is a fascinating, high-level conversation with CEO, Omnicom Digital Jonathan Nelson about the history of ad tech, open source software, managing digital creative and leveraging digital advertising and social media marketing tools and services. 

This was recorded when Jonathan Nelson was CEO at  Organic, who's pioneering work helped to make the Internet the dynamic economic advertising channel it is today.

Nelson is a self described serial entrepreneur who has founded a number of successufl ad tech companies.

SHOW NOTES:

03:49 - Jonathan Nelson talks about his history with Accrue Software, Inc. and gives a brief description about what kind of company it is.

04:25 - Nelson briefly outlines a day in the life of the CEO of Organic.

04:55 - Nelson describes what Organic, Inc. is and what it does.

05:20 - Nelson talks about how Organic and its clients come to an agreement over what types of services Organic will provide.

05:55 - Nelson gives his opinion on open source and how his clients feel about using open source technology, "...we are a huge fan of open source...but occasionally a client will demand a Microsoft platform or another platform and we are compliant and do that stuff as well."

06:32 - Nelson talks about using different types of software and how important he feels it is to use one set of software over another, "I believe that you shouldn't let the tail wag the dog, I mean software is just a tool and quite often the tools are chosen for you..."

07:36 - Nelson talks about the clients' involvement in the publishing of their own website, the different types of software that clients could use to publish their own site, and the various types of service level agreements that clients want.

09:04 - Nelson describes how Organic's clients host their websites, and how much of the actual hosting Organic does.

09:49 - Nelson discusses how he educates clients on new social media that are hesitant to utilize it, "I believe that in late 2005, 2006 is really the dawn of social media in a really big way, the advent of MySpace and YouTube and the way it is affecting brands is really profound."

11:25 - Nelson talks about the different ways of approaching social media management versus traditional media for advertising a product, taking into consideration the target demographic, the product, and how experimental the client is. He also discusses the advantages new media has over traditional media for advertising.

13:51 - Nelson describes how internet marketing has evolved in a short period of time, as well as the increased use of internet marketing for such impulse purchases as consumer packaged goods that have traditionally relied upon off-line marketing. 15:08 - Nelson gives his opinion on Flash, its use on websites, and how to get around the difficulties Flash presents for search engines.

16:23 - Nelson talks about how the process of search engine optimization for data and marketing is evolving with regards to the growing intelligence in using search engine optimization, and consumers. Also, he discusses the increasing use of social tagging, "Keep in mind that nothing is static here, which is one of the most brilliant things about the internet. It is all evolving really rapidly...we are...actually rather quickly grappling our way to the future here."

19:48 - Nelson discusses how social media marketing has changed the way he does business, and how that has affected growth and sales of all companies who utilize social media.

21:09 - Nelson talks about how new media,

Emily Riley goes On the Record...Online with host Eric Schwartzman to discuss new social media influentials, employing social media versus conventional media channels, and how marketers and advertisers can develop a relationship with new social media influentials.

Emily Riley is an advertising analyst in Jupiter Research's New York City office. She covers advertiser and publisher trends and technologies including rich media, targeting, measurement and response. Emily joins Jupiter Research with over six years of internet advertising experience. Most recently, she worked at Martha Stewart Living Omnimedia, Inc. where she helped re-launch their web site as an advertising-based content site. Prior to MSLO, she was at Advertising.com for five years as a delivery analyst. There she was responsible for the delivery and analysis of advertising campaigns across their network of over 2,500 sites. Emily has a BA in English with a minor in Economics from the Johns Hopkins University.

SHOW NOTES:

6:04 - Emily Riley talks about why she joined Jupiter Research and provides a background on the company.

6:40 - Riley discusses the top line findings of Jupiter Research’s social marketing report called, "Marketing to Influentials" and what their initial expectations were when they started the research, "We wanted to know if all the social marketing tools out there have essentially given these classic influentials a bigger voice, or if there is a different group of people that are taking advantage of social marketing tools that are influential in a different way."

7:22 - Riley talks about what a combination influential is, how important they are, how they fit into the report, and how to market to them.

8:29 - Riley explains what a purchase funnel is, how it relates to the influentials described in her report and the impact influentials have on shaping people's opinions.

10:41 - Riley discusses combination and new influentials and how they relate to the ladder of influence and to purchase funnels, "At the top of your purchase funnel you are willing to listen to these combination and new influentials, they may not be the most trust worthy sources, but [they] may be the earliest sources..."

12:26 - Riley explains when an influential should be consulted, in place of, a more traditional, professional media outlet in order to help create an organic news trend.

13:48 - Riley talks about the PR process for launching a new product and the benefits of approaching a combination influential before approaching standard media channels. "Combination influentials are the Holy Grail, but at the same time they are a very small percentage of the population so you have to look at your ability to find them and reach them."

15:22 - Riley talks about how to treat a combination influential, particularly how much access to information to give them, as well as how a relationship with a combination influential usually works.

16:16 - Riley discusses the benefits and drawbacks of social media versus conventional media channels in releasing a message, "Suddenly it is not necessarily a professional on the top of a mountain throwing an opinion down onto the masses; the masses are really involved and elevated."

18:04 - Riley describes how social media may boost the interest of analysts through the use of new media tools, such as blogs.

19:45 - Riley talks about how to understand where to draw the line on how much information you should give new social media users versus conventional media outlets.

21:01 - Riley offers her opinion on the small crisis initiated about the right for transparency of methodology behind research by blogger Toby Bloomberg.

24:35 - Riley talks about whether marketing or public relations is better equipped to deal with social marketing, "Public relations are about starting relationships, causing a domino effect through relationships...marketing on the other hand...has been used to crafting a message and you put it out there and consumers only have one choice, they either look at it or look away."

26:18 - End.

In this candid interview with Emily Riley, CEO and Founder at Riley Strategic -- which provides competitive positioning, marketing, product roadmap planning, thought leadership, analyst and public relations advisory services to client -- she shares all kinds of details about working with social media influencers and social media marketing best practices

Emily Riley was an advertising analyst in Jupiter Research's New York City office where she covered advertiser and publisher trends and technologies including rich media, targeting, measurement and response.

Before that she worked at Martha Stewart Living Omnimedia, Inc. where she helped re-launch their web site as an advertising-based content site.

SHOW NOTES:

6:04 - Emily Riley talks about why she joined Jupiter Research and provides a background on the company.

6:40 - Riley discusses the top line findings of Jupiter Research’s social marketing report called, "Marketing to Influentials" and what their initial expectations were when they started the research, "We wanted to know if all the social marketing tools out there have essentially given these classic influentials a bigger voice, or if there is a different group of people that are taking advantage of social marketing tools that are influential in a different way."

7:22 - Riley talks about what a combination influential is, how important they are, how they fit into the report, and how to market to them.

8:29 - Riley explains what a purchase funnel is, how it relates to the influentials described in her report and the impact influentials have on shaping people's opinions.

10:41 - Riley discusses combination and new influentials and how they relate to the ladder of influence and to purchase funnels, "At the top of your purchase funnel you are willing to listen to these combination and new influentials, they may not be the most trust worthy sources, but [they] may be the earliest sources..."

12:26 - Riley explains when an influential should be consulted, in place of, a more traditional, professional media outlet in order to help create an organic news trend.

13:48 - Riley talks about the PR process for launching a new product and the benefits of approaching a combination influential before approaching standard media channels. "Combination influentials are the Holy Grail, but at the same time they are a very small percentage of the population so you have to look at your ability to find them and reach them."

15:22 - Riley talks about how to treat a combination influential, particularly how much access to information to give them, as well as how a relationship with a combination influential usually works.

16:16 - Riley discusses the benefits and drawbacks of social media versus conventional media channels in releasing a message, "Suddenly it is not necessarily a professional on the top of a mountain throwing an opinion down onto the masses; the masses are really involved and elevated."

18:04 - Riley describes how social media marketing may boost the interest of analysts through the use of new media tools, such as blogs.

19:45 - Riley talks about how to understand where to draw the line on how much information you should give new social media users versus conventional media outlets. 

21:01 - Riley offers her opinion on the small crisis initiated about the right for transparency of methodology behind research by blogger Toby Bloomberg.

24:35 - Riley talks about whether marketing or public relations is better equipped to deal with social marketing, "Public relations are about starting relationships,

Dean Takahashi goes On the Record...Online to discuss covering the video game industry, PR for console games versus PR for PC games, and the growth and future of the video game business.

Dean Takahashi is a staff writer at the San Jose Mercury News, where he covers the semiconductor and video game industries. He writes business stories as well as game and technology reviews. Takahashi has 17 years' experience as a journalist and more than 15 years' experience writing technology stories. He previously worked at the Wall Street Journal, Red Herring magazine, the San Jose Mercury News in an earlier stint, the Los Angeles Times Orange County Edition, the Orange County Register, and the Dallas Times Herald. He is the author of Opening the Xbox: Inside Microsoft's Plan to Unleash an Entertainment Revolution," a book about the making of Microsoft's game console published in 2002.

SHOW NOTES:

5:19 - Takahashi discusses how he likes to receive pitches.

6:30 - Takahashi talks about the relationship between the growth of email and the quality and quantity of pitches he receives.

7:21 - Takahashi on the amount of pitches he receives each day and how he decides which email pitches to open.

8:37 - Takashi talks about staying on top of news developments in the video game industry.

10:14 - Takahashi on the challenges of covering the video game industry, and covering a new product to be released when the final product is unavailable for review.

12:06 - Takahashi on the marketing and PR machine behind consul games, "When you go to E3...everybody's trying to compete for attention...[and] you always get the sense from going to that show that the video game industry has not grown up..."

14:47 - Takahashi on the opportunities the online components of game consoles offers public relations practitioners, "The community involvement that that creates, the fan base...is something that is sort of the future of marketing and something that has to be carefully managed..."

17:27 - Takahashi talks about why PR for console games is handled so differently than PR for PC games.

18:38 - Takahashi talks about Sony's marketing campaign for PlayStation 3, and Sony's strategy versus Ninetendo's and Microsoft's.

21:33 - Takahashi discusses the growth of the video game business and offers his opinion on the studios move to take control of games developed on their motion picture properties.

24:07 - Takahashi talks about professional sports leagues making deals with different electronic game publishers, and the impact these deals have on gamers and the video game industry.

26:10 - Takahashi discusses his books "Opening the X-Box" and "The Xbox 360 Uncloaked."

28:59 - Takahashi offers his predictions for the video game industry in 2007.

This is a foundational briefing from reporter Dean Takahashi for anyone in the video game PR, console PR and PC game PR.

If you want to get into public relations in the video game industry, this exclusive interview will bring you up to speed quickly on earned media best practices in this vertical.

Before Venture Beat, Dean Takahashi was a staff writer at the San Jose Mercury News, where he covered the semiconductor and video game industries.

He also wrote business stories as well as game and technology reviews and I worked with him on articles for several clients over the years.

Takahashi has around 30 years experience as a journalist covering tech. He has worked at the Wall Street Journal, Red Herring magazine, the San Jose Mercury News in an earlier stint, the Los Angeles Times Orange County Edition, the Orange County Register, and the Dallas Times Herald.

He is the author of "Opening the Xbox: Inside Microsoft's Plan to Unleash an Entertainment Revolution," a book about the making of Microsoft's game console published in 2002.

SHOW NOTES:

5:19 - Takahashi discusses how he prefers to receive public relations pitches.

6:30 - Takahashi talks about the relationship between the growth of email and the quality and quantity of PR pitches he receives.

7:21 - Takahashi on the amount of pitches he receives each day and how he decides which email pitches to open.

8:37 - Takashi talks about staying on top of news developments in the video game industry.

10:14 - Takahashi on the challenges of covering the video game industry, and covering a new product to be released when the final product is unavailable for review.

12:06 - Takahashi on the marketing and PR machine behind consul games, "When you go to E3...everybody's trying to compete for attention...[and] you always get the sense from going to that show that the video game industry has not grown up..."

14:47 - Takahashi on the opportunities the online components of game consoles offers public relations practitioners,  "The community involvement that that creates, the fan base...is something that is sort of the future of marketing and something that has to be carefully managed..."

17:27 - Takahashi talks about why PR for console games is handled so differently than PR for PC games.

18:38 - Takahashi talks about Sony's marketing campaign for PlayStation 3, and Sony's strategy versus Ninetendo's and Microsoft's. 

21:33 - Takahashi discusses the growth of the video game business and offers his opinion on the studios move to take control of games developed on their motion picture properties.

24:07 - Takahashi talks about professional sports leagues making deals with different electronic game publishers, and the impact these deals have on gamers and the video game industry.

26:10 - Takahashi discusses his books "Opening the X-Box" and "The Xbox 360 Uncloaked."

28:59 - Takahashi offers his predictions for the video game industry moving forward.

Photo by Brian Solis, www.briansolis.com and bub.blicio.us.

Podshow CEO Ron Bloom goes On the Record...Online with host Eric Schwartzman to discuss best practices for podcast advertisers, podcast measurement, and valuing an audience.

Ron Bloom is the visionary CEO and business leader behind the founding of PodShow. Mr. Bloom is ultimately responsible for PodShow's business units, team building, operations, financing and hyper-growth. Bloom was the chief strategist in securing PodShow's marquee partnerships with Apple and Sirius Satellite Radio and the company's elite private investors, including venture firms Kleiner Perkins, Sequoia Capital and Sherpalo Ventures. Bloom leads PodShow on the march to 100M listeners, and is often referenced as the visionary author of the media industry's "5/50" rule and Fart's Law of consumer technology adoption. A respected technology and media executive, consultant, speaker and author, Bloom has provided marketing, media and technology strategy for a broad range of Fortune 1000 clients including AOL, Time Warner, AVON, IBM, Oracle, Chrysler, Ford, BellSouth, DuPont, Nortel, Continental Airlines, Gillette, Microsoft, Omnicom and Procter and Gamble. As a pioneer in e-business and integrated marketing, Bloom has worked to develop internet portals, web sites, cross-media marketing, and integrated broadband and broadcast content, as well as strategic business plans for online businesses such as Preview Travel, The Gap, Network Associates, MSN, Oracle, Netscape, AOL and a host of others. Bloom has acted as a consultant to a range of investment banks and venture firms, working with them to identify and understand the impact of emerging technologies, having helped to raise over $500 million in investment capital for both public and private companies focused on technology, marketing, media and next-generation entertainment and communications. Bloom is a former Chairman and Chief Executive Officer of THINK New Ideas, a company which he cofounded, and served as President and Chief Operating Officer of On Ramp, one of the world's first and most prestigious Internet solutions providers.

SHOW NOTES:

4:07 - Ron Bloom talks about the metrics advertisers should look at when considering whether they want to advertise in a podcast, as well as qualifying a podcast.

9:04 - Bloom talks about the advantages of using podcasts instead of other traditional forms of electronic media," What podcasting brings is...choice, unlimited frequency, unlimited bandwith, an unlimited ability to mix and match, [and] it also gives the advertiser a tremendous opportunity to put together an audience in the millions...that have...multiple voices promoting their product."

11:56 - Bloom comments on the fact that podcast downloads can be tracked, but the amount of podcasts played and listened to cannot.

14:58 - Bloom offers words of wisdom for other media companies and advertisers about how they should develop a digital strategy.

17:11 - Bloom discusses finding an audience for new media, "By spending it before measuring it, you're going to find out what people like."

19:53 - Bloom talks about how to value an audience and the CPM model, "I don't believe in CPM, sometimes I refer to that as Cost per Mistake."

24:50 - Bloom on determining the specific criteria to use to measure online behavior.

28:57 - Bloom explains what Podshow is and how it works, "We largely serve content created by independent producers or other people...the indications from our audience is that they are willing to consume and create increasing amount of their media spend...on networks that don't feature mainstream media."

34:14 - Bloom talks about the demographics of podcast listeners.

36:33 - Bloom answers a question on how an advertiser should decide whether to create a podcast, or advertise in an already existing podcast. "If you take your adveritisng dollar and part of your mission is to help other podcasters build their audience, then you're going to get two things: a loyal audience and a loyal podcaster."

39:51 - End.