I’ve been waiting a while to write about this since I was told I’d be receiving one but so far, nada. It, being an iPod Nano from BASF (or their agency, Quarry Integrated Communications). When I first heard that BASF would be podcasting I got excited. Then I realized it was only for the press, not their customers. Hmmm.

I just received a release about their latest product, Cabrio EG fungicide. On it there’s a link to the BASF Ag Media Central website where as reporters we go to get information. The very first thing it says is “BASF Ag Media Update is our new podcasting service for our friends in the agricultural media. Tune in on your new iPod Nano. It’s easy!” I agree it should be. If you have an iPod Nano of course. Or if you could subscribe to it.

So let’s say I’m a reporter with an iPod (I do, just not a free Nano from BASF). And let’s realize that a podcast is something you subscribe to so that you automatically receive it on your computer and your iPod or other digital audio player. The way this is set up, I have to download the MP3 file and then drag it into my iTunes before I can listen to what they have to say on my iPod. That’s not podcasting. That’s just uploading an audio file that someone can download. Assuming that there will be more of these reports I would have to download them manually each time before loading them into my iPod.

Hey folks, give me a call and I’ll be happy to show you how to create an XML file so that the reporters you’re targeting can subscribe once and then automatically receive your reports in the future. That’s podcasting. This shows that there’s still a lot of mis-understanding about what podcasting is and how to do it. That’s why ZimmComm New Media exists. To help companies like BASF and their agency understand and do it right.

All right. So BASF isn’t actually podcasting, but they’re moving in the right direction. I applaud them for taking the step. Now I’d like to call on them to take an even bigger step. Bigger than just creating a file you can subscribe to. Now I am suggesting that if you’re going to pay a company to produce a slick sounding report on your latest products and services – Go Direct To Your Customers!! Podcasting isn’t about reaching the press. I agree that it’s one way you can do that but . . . Why not let farmers who might want to buy Headline or Cabrio or any of the myriad of products you have, subscribe? They have iPods. They use them. The ones who do are probably at the top of your target list. They’re the early adopters, information junkies and risk takers.