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As a 22 year veteran of the intersection of media and technology (going back to the interactive video disc days) I have many views on the subject. Having been doing this for as long as I have, I have a different perspective on it than many bloggers. This is where I opine.

Entries in timliness (1)

Saturday
Nov042006

Do a show every day (no matter how short), to build a brand


This is a corollary to "Brevity is the soul of wit."

I got some mail from readers saying "I only podcast every few weeks, I have too much to say to only do a five minute show."

To which I reply "Do more shows and say it tomorrow."

The key to building a brand is becoming engaged in your audiences' lives. It's nearly impossible to do that by only talking to them every few weeks (or even once a week). If you've really got an hour of material every two weeks, break it up into 12 five-minute shows. First of all, no one is going to listen to you go on for an hour (we can show you a graph of listeners vs. time); second, in two weeks, when your next show comes out, no one is going to remember who you are.

Paul Harvey is the archetype for this kind of programming. Love him or hate him, you cannot argue with his success. He has become one of the best known and enduring brands in America by communicating with his audience several times a day for just a few minutes at a time.