• by June 14, 2005

WHY A DUCT? -- Until recently, we thought the phrase "podcast" was a reference to ads that aired during a TV commercial pod. You know, the stuff that goes between the programming. Now we know podcasts are one the hottest new forms of consumer-generated media - one that can give any individual the power of a radio broadcaster. In fact, some of radio's biggest commercial broadcasters - including Clear Channel and Infinity Broadcasting - have already embraced podcasting as a new programming gimmick for attracting radio listeners. Instead of programming to listeners, the radio biggies figure they'll let the listeners program to themselves. Reminds us of the old-days of call-in radio when deejays (they were live announcers who hosted radio shows, selected music and bantered for their audience's listening pleasure) would take live requests.

Sound like we're a little fuzzy about this podcasting business? Well, here's Wikipedia's official definition: A "technology used to drive audio content from Web sites down to consumers, who typically listen to it on their iPod or other audio players that support mp3 files." What's Wikipedia? Well, that's the subject of an entirely different Riff column. For the moment, consider that the wikis deem a podcast to be a means for listeners to "tune in to commercial-free entertainment at their convenience." So, how come all the commercial guys are getting in on the act? Could it be that they see the writing on the fourth wall? That consumers are encroaching. That broadcasting is moving from fragmentation to pulverization? Could be, but today we are puzzled by a different commercial exploitation of the podcast.

This one came to us this week in the form of a press release from the Henkel Group, the guys who make those nifty knives, but who also apparently have a division that manufacturers adhesive products including the Duck brand of duct tape. What does all this have to do with podcasts? Well, the subject of Henkel's release was a podcast the marketer has produced to celebrate duct tape, "its enthusiasts and its wacky and fun uses" during something called the Avon Heritage Duct Tape Festival. Amazingly, this is the second annual version of this festival, which is scheduled to take place over Father's Day weekend in Avon, Ohio. What the city of Avon has in common with duct tape, we are not sure, but if you want to see for yourself why it's the Duct Tape Capital of the world, you might want to set your browser to AvonDuctTapeFestival.com to download the "10 to 15 minutes of recorded music, banter and duct tape humor" the site will be hosting all weekend long. Or, if you prefer to receive it as a live feed, use your podcasting software to capture via feeds.feedburner.com/ducttape..