DairyCast Sponsor Report Nov Dec 2008

1. November/December, 2008
How much volatility will there be in the marketplace?
What impacts will the new administration have on our
industry? What will our customers be willing and able to
pay for? Many of the questions on our minds as we
wrapped up 2008 remain. But most of us are more than
happy to turn the page on a year with so much volatility
and uncertainty. The paradigm we have for our industry
has certainly continued to shift. And the new paradigm
may be one focused on change and the ability to quickly
adapt to new challenges and opportunities rather than
simply a new viewpoint on our industry. Ultimately, we
welcome the hope that the new year brings. So allow me
this chance to wish you, your family, and your business a
more successful and profitable new year.
The first few months of this new year are going to be very
exciting for DairyCast. Nearly every week of our calendar
features an industry leading event. This provides the
great opportunity to visit with many of you as we travel.
And for those of you we don't see, not to worry we will have
the crucial conversations on the topics you want to
he ar about back at DairyCast.

2. Sponsor Report, November/December, 2008
Terms
Shows produced - Total number of podcasts published during
the period
Podcasts and
Average downloads per eposide - Total number of downloads
Interviews Produced
divided by number of shows produced
Total podcasts downloaded - All downloads including
those downloaded via RSS, direct downloads from
website and downloads that occur through clicks
on email update
Podcast ad impressions - Number of times
an ad reached a target for a typical sponsor
(two ad impressions per podcast)
Email impressions - Total number of
emails sent to community during
the period
Banner impressions - Number of
times a web banner is presented to
a visitor for a typical sponsor (one web
banner per page view)
Total impressions - Aggregate impressions # Interviews Produced
Podcast Shows Produced
including podcasts, emails and banner ads
Interviews conducted - total number of interviews
conducted during the period. Additional materials
acquired from other sources not included.
Rolling Three Month
Average Impression Delivery
20000
15000
10000
5000
0
May-Jul Jun-Aug Jul-Sep Aug-Oct Sep-Nov Oct-Dec
Banner Impressions
Podcast Ad Impressions
E-mail Impressions

3. Sponsor Report, November/December, 2008
Facts
17 shows were produced
273 average downloads per
episode in November/December
4,107 total podcasts downloaded
8,214 podcast ad impressions
10,628 email impressions
2,448 banner impressions
21,290 total impressions
36 interviews conducted
See Who’s Listening
http://TruffleMedia.com/home/
audience-maps

4. Sponsor Report, November/December, 2008
We want to share some interesting articles to help you with your marketing efforts.
Excerpted from the Wall Street Journal, quot;The Secrets of Marketing in a Web 2.0 Worldquot;,
By SALVATORE PARISE , PATRICIA J GUINAN and BRUCE D. WEINBERG, January 1, 2009,
For marketers, Web 2.0 offers a remarkable new opportunity to engage consumers.
If only they knew how to do it.
That's where this article aims to help. We interviewed more than 30 executives and managers in both
large and small organizations that are at the forefront of experimenting with Web 2.0 tools. From those
conversations and further research, we identified a set of emerging principles for marketing.
But first, a more basic question: What is Web 2.0, anyway? Essentially, it encompasses the set of
tools that allow people to build social and business connections, share information and
collaborate on projects online. That includes blogs, wikis, social-networking sites and other
online communities, and virtual worlds.
Millions of people have become familiar with these tools through sites like Facebook,
Wikipedia and Second Life, or by writing their own blogs. And a growing number of
marketers are using Web 2.0 tools to collaborate with consumers on product
development, service enhancement and promotion. But most companies still
don't appear to be well versed in this area.
So here's a look at the principles we arrived at--and how marketers can use
them to get the best results.
Don't just talk at consumers--work with them throughout the marketing process.
Web 2.0 tools can be used to do what traditional advertising does: persuade
consumers to buy a company's products or services. An executive can write a
blog, for instance, that regularly talks up the company's goods. But that kind of
approach misses the point of 2.0. Instead, companies should use these tools to get
the consumers involved, inviting them to participate in marketing-related activities
from product development to feedback to customer service.
Also, we recommend listening to Marketing Over Coffee with Chris Penn and John Wall.
Marketing Over Coffee is an internet radio program (podcast) that covers both classic and new marketing.
The program is runs about 20 minutes and comes out on Thursday mornings. Their weekly insight on
and keen observations of marketing is at http://MarketingOverCoffee.com/
Finally, Chris Brogan, well known social media influencer,
offers his best advice about social networking.
If one understands the way social networks can deliver value,
they have the opportunity to do more for themselves than
ever before. What used to be a fairly linear world, one with
ladders to climb rank, and lines to wait in for limited
resources, are now built of vast and flexible networks,
For more information
some loose and some rigid. Our social networks, both the
old-fashioned type in real life, as well as the new constructs
contact Truffle at
created by social software, give us the ability to do amazing
things for ourselves and for others. But it does require
some thought and consideration. Here are some ideas for
877.558.7833 or
you to use as springboards.
http://www.chrisbrogan.com/my-best-advice-about-
info@TruffleMedia.com
social-networking/