Quoted in the News...

Companies Tap Podcast Buzz To Sell Contact Lenses, Appliances

by David Kesmodel
The Wall Street Journal – June 30, 2006

"... Appliance maker Whirlpool ... airs a weekly podcast called "American Family." The show's host, former television reporter Gigi Lubin, interviews people about topics ranging from sending a teenager off to college to choosing care for an elder relative. ...

"... Whirlpool said its goal was to delve into topics that affect household decision makers – many episodes are geared toward moms -- and develop a connection with the company's brand. "With very little money expended, you can actually reach so many people and touch them in a personal and emotional way," said Audrey Reed-Granger, a marketing executive at Whirlpool who spearheaded the project. ...

"The year-old show has steadily gained listeners, even though the company hasn't promoted it, Ms. Reed-Granger said. About 70,000 podcasts are downloaded each month, up from about 800 a month last summer, she said."

Get the full article for subscribers at The Wall Street Journal Online