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November 04, 2005
Audible and Its Podcasting Aspirations
So while doing some reporting on podcasting, I talked to Audible, the downloadable audio company, about how it's dealing with the threat from podcasting.
Besides turning more shows, including New Yorker articles and Opie & Anthony talk shows, into podcasts, it's launching some tools in the fourth quarter to help partners try out advertising or subscriptions and pay per downloads.
The idea could stir some feathers because the company plans to use copy protection technology.
The DRM will be used in two ways: with advertising it will use DRM to help track metrics. That's pretty straightforward. As advertisers turn more to podcasting, they will want more ways to measure what is going on after a person downloads a podcast.
If a podcaster decides to use the Audible technology to sell subscriptions or downloads, the technology will allow them to set parameters around how that podcast can be used--whether it can be shared, etc. It makes sense for Audible, which will make money off the tools through licensing or revenue shares from the subscription or advertising. But it's likely to be the first time that DRM gets plunked into podcasting.
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Excellent post Heather. Fascinating how podcasting and advertising are starting to develop.
Posted by: Peter Brady at November 4, 2005 12:54 PM