Audible Develops Podcasting Usage Tools

By Lisa Vaas  |  Posted 2005-11-14 Print this article Print

AudibleWordcast measures actual subscribers instead of just file downloads, and its metrics might satisfy advertising industry standards.

Up until now, the audience for podcasts has been a silent mob, sitting quietly in a darkened theater where advertisers couldnt count their numbers. Audible Inc. has plans to change that, announcing on Friday the first set of tools to accurately measure discrete users of podcasting services. Audible is an online provider of downloadable, spoken-word audio. The company, based in Wayne, N.J., offers audio editions of books, newspapers, magazines, radio programs and original shows. Audible currently offers some 70,000 hours of spoken audio programming from more than 250 different providers.
Its newly unveiled set of Web-based tools, called AudibleWordcast, is the first to measure actual subscribers, as opposed to just measuring file downloads.
Audible is now keeping Wordcast sequestered in a private beta, although the company gave public demonstrations at the Portable Media Expo in Ontario, Calif., on Friday and Saturday. According to Audibles press release, the metrics produced by the tool set have been deemed audit-ready by the third-party media auditor ImServices Group. The AudibleWordcast podcasting platform will work on the Apple iPod as well as on 160 other devices that run Audibles .aa file format—a format second only in popularity to mp3, according to Audible. Such a tool will be greeted warmly by advertisers. Read the full story on Audible Develops Podcasting Usage Tools
Lisa Vaas is News Editor/Operations for and also serves as editor of the Database topic center. Since 1995, she has also been a Webcast news show anchorperson and a reporter covering the IT industry. She has focused on customer relationship management technology, IT salaries and careers, effects of the H1-B visa on the technology workforce, wireless technology, security, and, most recently, databases and the technologies that touch upon them. Her articles have appeared in eWEEK's print edition, on, and in the startup IT magazine PC Connection. Prior to becoming a journalist, Vaas experienced an array of eye-opening careers, including driving a cab in Boston, photographing cranky babies in shopping malls, selling cameras, typography and computer training. She stopped a hair short of finishing an M.A. in English at the University of Massachusetts in Boston. She earned a B.S. in Communications from Emerson College. She runs two open-mic reading series in Boston and currently keeps bees in her home in Mashpee, Mass.

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