• MIN, Wednesday, February 8, 2006 11 AM

The podcast remains a vaguely mysterious and largely underutilized platform at most magazine companies.  Owing to its newness--very few people over the age of 35 seem to know what a podcast is--it's no wonder that magazine managements have ignored the marketing opportunities made possible by this fresh technology.  MIN gives a nod to magazines that seem to get it:  Allure, GQ, Make, Newsweek, and Rolling Stone have all experimented with audio and video podcasts.  Some have put up original content, while others have simply made party videos available--and even that, it seems, is appreciated by the content-hungry podcast nation.  Most interesting of all, perhaps, is what Ziff-Davis has done, putting the staff of its various tech magazines into "programs" in which the editors are the stars.  "It is a cool, simple way to tell stories," says MIN.

Read the whole story at MIN »