Microsoft Adds Podcasts To Globe And Mail Campaign

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Globe and Mail IDC Podcasts
The Globe and Mail is promoting “The IDC Perspectives on Productivity” supplement (sponsored by “Microsoft”:http://www.microsoft.ca/) via banners running on their site. Interestingly, there’s also a related print article in the ROB section every Monday with a call-to-action at the bottom of the article encouraging readers to “go to the site to listen to the podcast interview”:http://www.theglobeandmail.com/productivity/main.html
The podcasts are less than 15 minutes long and will be released each week as the new supplement appears in print.
This is one of the first examples I’m aware of where podcasts have been integrated into such a traditional business-to-business marketing approach. My guess is we’ll see a many more analysts working on their radio voices as podcasts become as viable as white papers for communicating complex messages.
“Give them a listen”:http://www.theglobeandmail.com/productivity/main.html and let us know if you think the strategy works.

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