Search and ye shall find

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BusinessWeek is running a series of podcasts on…podcasts. The effort is altruistic on some levels and self serving on another; the magazine earns at least a roll of the eyes for showcasing some its own vendors. Regardless, it deserves credit for recognizing that print media must absolutely diversify its delivery in order to survive.

The series shines floodlights onto the snowballing nature of these online, on-demand radiocasts (for lack of a better term) and their audiences, which one interview subject estimates will double each year with minimal campaigning.

The mere fact that the BusinessWeek series exists is fascinating in itself. Consider that many of the interviews touch on the fact that podcasting is still maturing – getting its sea-legs as a reliable media stream and barely hatching as a revenue generator – and yet here in front of us is well over an hour’s worth of content on the subject, produced by one of the most trusted media sources in the world.

The latest installment centers on the advent of podcast search engines, and without any intentional endorsement or condemnation of the highlighted product, it’s a worth a listen. On the surface, there is solid evidence of simple mainstream media’s slow but steady adoption of the podcast search engine technology. But there is subtext here as well: simply put, search engines are born when the volume of content becomes too cumbersome to sift through. And search engines lead to more focused searching, which leads to more focused content, which leads to more focused searching…

The moral? Podcasts are rapidly multiplying, and more people are listening than many think.

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