Expert Panel to Reveal How to Build a Business Case for Podcasting at Syndicate Conference in New York

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Mainstream news media professionals responsible for podcasting initiatives currently underway at BusinessWeek, WashingtonPost.com and National Public Radio are confirmed to appear on an expert panel at the Syndicate Conference in New York to discuss the business reasons why their organizations decided to start podcasting.

Mainstream news media professionals responsible for podcasting initiatives currently underway at BusinessWeek, WashingtonPost.com and National Public Radio are confirmed to appear on an expert panel at the Syndicate Conference in New York to discuss the business reasons why their organizations decided to start podcasting.

Appearing on the panel is Heather Green, internet department editor at BusinessWeek, who in addition to writing and editing stories for the print edition, also co-authors blogspotting.net and hosts The Cutting Edge podcast. She will be joined by Washington Post Newsweek Interactive director of business development Jeff Burkett, who is responsible for the outlet’s daily news video podcast, and Mikel Ellcessor, senior director, programming operations and distribution at WNYC-FM (NPR), one of the first major market public radio stations to reach significant audiences through podcasting.

The panel will be moderated by iPressroom founder and chairman Eric Schwartzman, who also hosts the “On the Record…Online” podcast, which explores how new media is changing the way organizations communicate, and the way people consume media and information. Past guests include Walt Mossberg of The Wall Street Journal, Ken Auletta of The New Yorker and David Pogue of The New York Times.

"You don’t have to build a business case for trade advertising or direct mail. They’re accepted practices, so they’re rewarded with budget dollars. But podcasting is new, so it has to be justified said Schwartzman. "We’re going to find out first-hand from our panel how they managed to build a business case that convinced their executive management to start podcasting."

About iPressroom

Los Angeles-based iPressroom (http://www.ipressroom.com) provides marketers and PR professionals with tools and services to reach online audiences. Using iPressroom, clients can log in from any computer and manage online public relations and interactive marketing programs, which may include online news distribution, internet pressroom management, online media relations, online photo distribution, news syndication/RSS news feed enablement, video and audio on-demand, blogs, web casts, password protection and more. iPressroom provides a reliable, cost predictable solution to organizations looking to effectively manage their reputations online while increasing productivity by leveraging the one-to-many capabilities of the Web. iPressroom was conceived by web-based applications experts and marketing communications professionals with over two decades of practical experience promoting name brand companies and world class media events.

The company also sponsors On the Record…Online (http://www.ontherecordpodcast.com), a popular podcast that explores the impact of technology on the business of media through discussions with some of most influential journalists in the world. Past guests include Walt Mossberg of the Wall Street Journal, Ken Auletta of The New Yorker Magazine, David Pogue of The New York Times, Jeffrey O’Brien of Wired Magazine, Nick Wingfield of the Wall Street Journal, Heather Green of BusinessWeek and many others.

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