The Podcasting Phenomenon


A podcast is any kind of digital media (video, audio, text) that is recorded and uploaded and put into a feed. Podcasting, once an unknown mean of spreading information that is know very popular and widely used around the world. It has slowly become recognized as one of the largest forms of distributing audio information. Podcasting is not only for personal use but also corporate.

History of Podcasting:


Adam_Curry_2016Adam Curry and RSS feed developer, Dave Winer created a 220px-David_Winer_by_Joi_Itointricate form of broadcasting content available through “The Daily Source Code” that was considered to be the first form of podcasting. This was very successful and soon developers were creating their own radio shows and audio podcasts. Although web radio had been available for a decade, the invention of the iPod and MP3 player was opening new doors for online audio.

However, the beginning of the actual term “podcasting” was a synonym for audioblogging created by Ben Hammersley and Dannie Gregoire in 2004. Journalist Ben Hammersley realized that the idea of audio recordings was quite obvious. iPod’s and MP3 players make it simple to share audio and it was easy to create software for cheap. After extensive research, Hammersley came to the conclusion that this was the beginning of something new: giving people the power to listen to what they want, when they want.



Possible means for podcasting:

  • iPod + broadcasting (don’t need an iPod, it was just on Curry’s mind when creatingipod
  • pod (capsule) + casting (broadcasting)
  • POD (portable on demand) +casting
  • POD (personal option digital) + casting (by doc searls, linux journal editor)(also for many apple computers… creative, etc)
  • Blogcasting (by microsoft to change that ipod involvement)

Benefits of podcasting

Podcasting is considered a medium with many benefits for personal bloggers as well as corporate companies. It allows you the benefit to expand your brand, spread valuable ideas and provide entertainment. It gives companies the benefit of saving money on advertising dollars while attaining more sales. It opens the market for informing new customers and reach out to audio learners vs visual learners.

Overall benefits include easy accessibility, portability, it is relatively cheap, anyone can listen to a podcast and anyone can become a podcaster.


Useful apps/ tools for podcasting:


Soundcloud is an audio platform that allows users to create and share sound. The audio can be private or public and can be easily published to blogs, social media sites and corporate websites. Users are allowed to share audio directly to Twitter, Facebook and many other social network sites.



Audcacity is a free multi track audio editor and recorder. It is free, easy to use and offers free tools that allow users to mix and move around sounds. Some features include: changing speed/pitch, a podcasting forum and is available for mac and windows.


Ecamm Call Recorder:

Ecamm is a call recording tool that records audio and video calls on Facetime or Skype. Although it is $30, it includes high-quality HD recording, easy conversion to MP3 files and allows users to split tracks after a call. This tool is awesome when conducting interviews!


GarageBand is a completely full feature app to record, edit and save podcast audio. If you own an Apple product, GarageBand is fully included. Users can create and mix up to 255 audio tracks as well as many instruments.



Podcasts can be anything you want them to be, that is the beauty of them. There are no rules and you can talk about whatever you want. I have attached a podcast interview of a friend I met while in Barcelona on her study abroad experience as an example of a podcast!

Ana López on Digital Marketing

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Our class had the pleasure of listening to Ana López, previous head of Digital Marketing for Estrella Damm, speak about her experience and involvement in the journalism field. Through her involvement working with Estrella Damm, it was interesting to learn a little bit more about what goes into digital marketing, advertising campaigns, promoting brand awareness and market analysis of social trends.

Ana López attended school at Universitat Autònoma de Barcelona where she had aurl double bachelor degree in journalism as well as social and cultural anthropology. She then received her masters degree in communications and advertising management at ESIC: Business & Marketing School in Madrid where she learned how to use digital marketing to attract the right target market when promoting a product. During this time she worked as an account director at Marco de Comunicacion. After graduating, she began working as a Brand Manager and later as the Head of Digital Marketing at Estrella Damm in Barcelona.

Estrella-DammEstrella Damm is one of Barcelona’s oldest brands and also a major part of the culture. It is a lager beer brewed in Barcelona and is now available in many different countries around the world. When López began working there, the company did not have much knowledge on the concept of digital marketing as it was just really taking off. She expressed when speaking with us that she was alone, she had no digital marketing department or digital team. López and her team focused on launching advertising campaigns, public relations and media planning. They also completely took over the companies Facebook, Twitter, Instagram and most importantly their Youtube channel.

The same year López starting working for Estrella Damm, they launched a 3 minute music video/commercial. The video was of a Swedish group that no one in Spain had heard of. In just one summer they reached over 2.5 million views on Youtube which resulted in the song being the most downloaded song of the summer in Spain. The video was filmed in Formentera, Spain which became the destination of the year. This advertising campaign increased their brand awareness by 225%.

Over the next couple of years, Estrella Damm focused on their social media presence,awareness
launched smaller campaigns and maintained relationships with key partners. They wanted to collaborate with these partners to grow digitally and expand brand awareness.

Estrella Damm has a different advertising approach as most companies. “Good things never end, there is always something to remind you” is the motto behind most of their campaigns. Spaniards are known for being relaxed so they do not focus on the beer itself but rather the good times that surround the beer and the Mediterranean ways of life. Their Instagram account is a perfect example of their marketing strategy. Right now, landscape photography is a huge social media trend. The goal is to blend in with social media trends as much as possible. Estrella Damm prides itself in being a Mediterranean beer, so instead of having photos of the same old beer bottle on the account, they have put their focus on photos from all around the Mediterranean Sea.

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After years of expanding, campaigning and focusing on digital trends, Estrella Damm had another record breaking video campaign in 2015. The video was a 10 minute short film featuring the famous actress, Dakota Johnson. The video quickly reached 5 million views and was awarded as the best campaign in Spain by Youtube. The campaign increased brand awareness in Spain by 5% which is crazy considering how popular the beer already was. Because of this campaign, they received awareness from all around the world including 30% increase in the UK.

Many things were learned from this class discussion.

  • Communication between the brand and the consumer has completely changed. Because technology and social media have evolved so much in the past couple years, there are many different ways for a brand to create awareness.
  • It is important to match the way you promote to the interest of the target audience. (i.e. using landscape photos on Instagram)
  • Analyzing the target audience (or place) is necessary. It is important to focus on the motivations and demographics of the area.
  • Make messages short, sweet and clear. This way, people will remember the little things without overanalyzing.
  • Companies need to start using technology and social media to digitalize their advertisements and campaigns because of how far they can reach audiences.

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What is Mobile Journalism?

Mobile journalism (also known as MOJO) is a newer form of multimedia that journalists use to gather, edit and share news stories. Mobile journalism is argued to be just as good as any news source however, you must relay on a trustworthy news source. Journalists use cameras, smart phones and tablets to gather all of the information which is later digitally published. However, all you really need to become a mobile journalist is a smart phone. Journalists who use mobile journalism are known as MOJO’s.

How to become a mobile journalist?

Anyone can become a mobile journalist and there are many different tools and tips on how to become the best MOJO. To start, you’re going to want to learn all of the basic steps.

  • Portable Power Device:
    • It seems as though phone battery life is getting shorter and shorter and the most important device needed for mobile journalism is a charged phone. It may seem obvious, but it is probably one of the biggest things that journalists will forget when reporting on a story.  You can get a portable power bank on Amazon for very cheap.


  • Microphone
    • iPhone microphones are perfect for simple tasks but when it comes to recording important stories or interviews, you may need to invest in a microphone extension. That way you can be sure to get the best sound and footage possible. All you need to do is plug the device into your headphone jack and it will make things easier to record. You can find the iRig Pre on Amazon for just EUR 40!

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  • Call Recorder
    • A lot of times mobile journalists may have to do over the phone interviews. This may be complicated to record as your device will already be in use. MOJO’s have invested in an app called TapeACall where you can easily record calls that you’re already on or calls you are about to make. This helps keep all of your recordings on one device instead of multiple, helping organization. You can get TapeACall on the app store today!


  • Periscope
    • Periscope is something that has really caught the eye of journalists. Periscope is a video streaming platform used by people all around the world to live stream events, videos, interviews and everything in between. It makes it easy to live stream footage to your followers. People will get a notification whenever you are live streaming and they can rewatch the stream for up to 24 hours after it is officially posted. Periscope is free and easy to use.



A few tips on how to be good mobile journalist:

  • Always have a fully charged phone.
  • Always have your phone on airplane mode as this will stop incoming phone calls and internet notifications from disrupting your filming.
  • Hold your phone horizontally so that the footage is easy to work with and not accidentally recorded upside down.
  • Always make sure the microphone is not being covered by your hand or being tampered with.
  • If you are recording in a louder area, sick to headphone microphones as they will be closest to the mouth.
  • Check the audio multiple times throughout to make sure nothing goes wrong.
  • Make sure to focus the camera on the person or object you are recording.
  • Make sure you have a stable shot. Preferably use a tripod if possible.
  • Have a backup light source incase you are in a dark setting.
  • Lastly, keep a pen and paper just incase something goes wrong with your device.

Google Tools for Journalists


Google is the most popular search engine in the world, racking up roughly 1.6 billion visitors every month. Some people argue that Google knows more about us than the government does. This is because people are constantly searching everything, all the time. Who is Justin Bieber Dating? Google it. What is the best restaurant near me? Google it. When will Donald Trump be impeached? Google it, Google it, Google it.

Because it seems that Google knows just about everything, they have set up multiple tools to help people access information as efficiently as possible. Journalists have picked up many of these tools to help them gain access to information and use it towards their everyday work. Here are some of Google’s most popular tools:

Google Search:

This is by far the most simple and common tool that Google offers. Everyone uses it, it is free and there is no special way to access it. It is simply just the first thing that pops up when on Google, a search bar. Users can type anything into the search bar and thousands of links will popup. The results are shown in order of popularity, your search history and your most commonly used sites.


As shown above, Google searches can be separated into segments depending on what you are looking for. News will give you the most recent news articles relating to the topic. Videos and images separated simply the visuals of the topic. Lastly, different tabs will appear based on what you are search like maps, shopping, flights or books.

Google Alerts:

Google alerts is one of the most common digital tools used by journalists. It sets up a google-alerts-bellsystem that notifies you every time a new article is posted about your specific topic. You can set up alerts about anything you want from politics to puppies. It is very simple as all you have to do is set up an alert on any topic and Google will either email or text you when needed.

How to create a Google alert:

  1. Go to Google Alerts
  2. In the search bar type in the topic you would like to receive alerts aboutscreen-shot-2017-02-19-at-2-56-20-pm
  3. Click “create alert”
  4. From there, you can edit your alerts and change notification times, types of notifications, language, how many results you want and what account will get the alert.



Google Trends:

For journalists, the most important part about their job is making things appealing to their audience. This means that they have to stay up to date on trends in media so readers can stay connected. Google trends makes this easy by giving you access to trends around the world based on popularity, location and whether you want trends from the day, week or year. Here it will give you featured insights that are currently trending:





screen-shot-2017-02-19-at-3-06-20-pmYou can also find out what the most popular searches are at the moment. For example, if you are doing an article about the current election in France and the one of the most common searches in that area are “Who is Marine Le Pen?” and “Who is Benoît Hamon?”, you are going to want to give a brief background about the two candidates.




Google Public Data Explorer:

Google Public Data Explorer is one of the most helpful tools for journalists to gain access to databases around the world. It provides public data from a range of international organizations and academic institution. It makes large datasets easy to access and understand. They offer everything from case studies and articles to graphs and charts.

Google News Lab:

In 2015, Google decided they wanted to provide training and outreach for journalists around the world so they created Google News Lab. Google News Lab is an online training center that provides in-depth training about Google tools for reporting and storytelling. The sessions last from 1-3 hours and can be done at anytime or at a host organization leading a class. They offer many courses that teach you how to use Google tools in research and writing based on different topics. This includes investigative reporting, data journalism, multimedia storytelling, safety and security, verification, publishing and monetization, AMP and Youtube.