Series of Podcasts - Timesonline 'The Bugle'

http://www.timesonline.co.uk/tol/audio_video/podcasts/article3714969.ece
The Bugle is an 'Audio Newspaper for a Visual World'

Technology
The technology involved in downloading podcasts is the internet (in order to access the podcasts) and then the mp3s/podcasts themselves.

News podcasts, like those the times online produces, are replacing watching the news or reading the newspaper. This means many benefits for news consumers because it means that instead of watching the news at a specific time they can consume when they want to and therefore work it around their busy lives. A newspaper also brings this benefit but they are much more manageable and portable than a newspaper as they take up less space, create less waste and you can download the exact stories which you are interested in – instead of purchasing the entire newspaper.

Media Content
The bugle is an ‘Audio newspaper, for a visual world’ so the only main media content are the podcasts in it, and to a lesser extent the website which you download them from.

The Bugle
The ‘Audio newspaper’ is weekly and was launched in October 2007, each is roughly 30 minutes long. They are created by John Oliver and Andy Zaltzman. They can be downloaded individually at anytime or you can subscribe to them – either via iTunes or an RSS feed. Once subscribed to they will be instantly downloaded to you, you can also access the entire archives since it was launched. The concept of an audio newspaper is revolutionary and has attracted a lot of loyalty – most finding it after the American writers strike. In fact I think it was created to fill the gap in the market left by American comedians. The bugle brings light-hearted comedy with a mix of serious issues. The main news stories are delivered weekly but there are also other sections within the Bugle; music, comedy, sport, books and MBA. MBA is a selection of the world’s leading business thinkers providing insight into economics, management, finance, strategy and marketing.

The Timesonline
The Timesonline does a lot of podcasts but the bugle is particularly advertised, the website is very clearly laid out and makes it very easy to download the podcasts and subscribe to them – giving clear instructions for PC users.

Audiences
The Bugle will, for obvious reasons, have the same target audience as the Times. It is therefore affluent, intelligent city workers - roughly middle to upper class. This is because the Times is a serious broadsheet newspaper, probably one of the hardest to read.

This audience probably has one of the busiest lifestyles and they are using ‘The Bugle’ and podcasts in general to help this. If they can consume media on-the-go via podcasts then they don’t need to work their lives around news programmes etc – this is particularly true if they subscribe to the podcasts making it even easier and quicker. Arguably they could read newspapers but podcasts are smaller, more portable, and less wasteful. So it brings the benefit of more free time as they can utilise times such as tube/train or bus journeys and therefore less stress.

‘The Bugle’ will also attract a new audience emerging called ‘silver surfers’ the over 50s who are embracing new technologies. Over 50s are also one of the age groups most likely to be regular consumers of the news and therefore are regular users of news podcasts. The MBA casts from the Bugle would be particularly attractive to this audience.

Institutions

The Times is the institution involved and is using the bugle to fill a gap in the market it has found after the American writers strike. They are using podcasts to bring news to people who don’t necessarily have the time for it and therefore increasing their audience (and therefore profit). Podcasts will also help to improve their image – being a news broadcaster it is important to keep up-to-date and with podcasts they are modern as they are embracing new technologies.

Podcasts have helped the Times to distribute their news as it provides a platform for people to consume it from, but it also helps to market the Times because while people are on the website downloading the casts adverts, headlines and other features would easily attract their attention.

Key Concepts

Portability
Podcasts definitely allow for greater portability because they are much like an audio version of the news, except they can be taken anywhere in an iPod or any mp3 player. The portability is probably the most attractive quality of podcasts as this is the factor that means people can consume media on –the-go.

Miniaturisation
This key concept is slightly less relevant as it is more related to the use of mp3 players but relevant nonetheless. It means the consumption of current affairs is scaled down from televisions, computers and newspapers to mp3 players and even perhaps mobile phones which can support mp3 files.

Non-Linear
To an extent a newspaper provides a non-linear approach to media consumption compared to a TV news programme but podcasts provide the ultimate freedom of choice. As well as the weekly main stories the Bugle has articles on music, comedy, sports and books – so you can choose exactly what information you consume and in what order.

Reach
By creating podcasts the Times have increased their Reach because they are making it easier for more people to consume their media. Busy lifestyles prevent some people from regularly consuming the news and it must mean that they cannot necessarily choose exactly which news they consume – as they must read/watch whatever is available to them in their free time. However, podcasts allow them to choose the Times and to work their consumption around their lives, as opposed to the other way around.