The 7 Deadly Sins of Commercial Podcasting Released Today

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International Nanocasting Alliance publishes new guidelines for commercial podcasters.

Today the International Nanocasting Alliance (INA) published the 7 Deadly Sins of Commercial Podcasting. The 7 Deadly Sins were drawn from interviews with a wide spectrum of people involved in conventional media and commercial podcasting. Interviews included some of the International Nanocasting Alliances’ 300 commercial podcasters, a number of early Internet radio entrepreneurs, mass media scholars and its board of experienced media professionals. The 7 axioms combine old and new media experiences to create an insightful and helpful guide to commercial podcasters.

The 7 Deadly Sins of Commercial Podcasting include obvious missteps like “Podcasting Without a Plan” but goes on to sins that may not be so obvious. Among them, Podcasting Like a Broadcaster, Relying Primarily on RSS to Build an Audience, and Being Seduced by the Age of Amateurism.

“Our members are involved in a number of very promising commercial applications of podcasting, and we fully expect to see several stories of podcasters whose programs achieve mind-numbing commercial success. But for everyone that does, there will likely be hundreds of thousands of podcasters whose programs will be commercial flops. We’re confident that the 7 Deadly Sins of Commercial Podcasting can help avert some of those failures,” said Errol Smith, spokesperson for The International Nanocasting Alliance.

Because the popularity of podcasting means an explosion of options for consumers and unprecendented competition for audiences, one sin that can be particularly deadly in this climate is failing to provide and communicate unique value.

Jack Trout, renowned marketing strategist, author of the book “Positioning: The Battle for Your Mind” and founding member of the INA said it most succintly, “differentiate or die.”

The 7 Deadly Sins of Commercial Podcasting is published in Media Savvy 2.0, the journal of the International Nanocasting Alliance and can be viewed at

Formed in April 2005, the International Nanocasting Alliance is the first trade organization established to serve the commercial podcasting industry. It currently has 300 members engaged or interested in the commercial podcasting

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Jeannette Bernstein



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