At the start of Penton's well-done Aviation Week podcast, an announcer welcomes the audience and says: "Listeners now have access to special subscription offers including 30% off Aviation Week and Space Technology. Go to podcast.aviationweek.com to learn more."

SIPA member Northern Miner Group's podcast starts with some lively music and then a sponsor announcement for the Yukon Mining Alliance. The host, Matthew Keevil, has fun with the topic—in Geology Corner they dig into "the mama jama of all copper deposits"—and then runs down the various segments on the show. It's over an hour.

SIIA member ALM recently joined the everyday a.m. publication club with its new Morning Minute, available to subscribers of their content portals. I found it interesting that their daily content category names are a little playful: What You Need to Know, While You Were Sleeping and What You Said.

There has been lots ofconversation this week on the SIPA DiscussionForum about podcasts and for good reason. According to a new study by Edison Research, an estimated 98 million people have now listened to a podcast and 57 million do it on a monthly basis. And it is not just for the very young. The amount of people ages 35-54 listening every month almost match those 18-34.

Soft guitar music starts, then a female voice: "Instead of going, 'What is the desired response from the targeted audience you're trying to reach? How do we generate that desired response? How do we measure that desired response? That's really what we're looking for and what we should be looking for as marketers.' But instead it's about a list of tactics and a list of stuff that we've done to prove our value."