Welcome to the September 2008 issue of ZooNews, from professional Web site design company Zoonini Web Services.

I hope everyone had a wonderful summer and that fall is off to a positive start for you. Welcome back to all my regular readers, and a warm greeting to all new subscribers – I hope you enjoy ZooNews! Don't hesitate to send along feedback about anything you like, didn't like, disagreed with, or would like to see me cover in future issues.

Last month I spotted a quarter-page ad in a local newspaper highlighting the charms a quaint-looking Eastern Ontario town. Cool, I thought, sounds like a nice place for a day trip from my hometown of Montreal.

Since the ad prominently displayed the URL of the town's Web site, I scooted right over. But when I loaded up the site, I could not for the life of me figure out how to get there from Montreal – there were no directions on the site, no map – nor was there a banner or blurb targetting visitors from Montreal. This was pretty surprising, since the town's tourism office was obviously courting out-of-town visitors right at that moment, having gone to the trouble of placing paid ads in Montreal newspapers.

What can we learn from this? First, always look at your marketing campaigns as a whole. From the consumer/user's perspective, does everything logically fit together, including online campaigns, brochures, flyers, and ads in magazines, newspapers, on radio or TV? Do you provide easy-to-find information on your Web site aimed at the folks you're trying to attract? Think like your visitors – who are they, and what information will they be looking for when they come to your site? In the case of the small Ontario town, a prominent homepage banner or box saying "Welcome Montrealers. We're only 45 minutes away – find out how to get here!" – with a link to driving directions and a map, would have worked wonders.

By the way, the town's Webmaster felt the same – after I pointed out the omission, they agreed it was an oversight and quickly added directions to the site. Now that's an example of responsiveness that others can follow.

In this month's GeekSpeak, we'll look at the increasingly popular podcasting phenomenon in an interview with my brother Jeremy Presner, a New York City-based film & TV editor who's been a podcasting aficionado for a while.

What is podcasting?

Podcasts are created by individuals or groups who put together radio broadcast-like shows on any topic, ranging from cooking to technology, sports to entertainment. Podcasts are usually produced with computer software that's easy to use by both professionals and regular Joes & Jills. I've never made one myself, but I've listened to hundreds, literally.

Where did the name "podcasting" come from?

Podcasting refers to the millions of people who listen to these broadcasts on their iPods, so it's a cross between "iPod" and "broadcasting." But you don't need an iPod to listen to podcasts, you can also listen to them on your computer, or on another brand of MP3 player. Some companies even call podcasting "personal on-demand broadcasting" instead, to try to break away from the association with Apple products in people's minds.

How is podcasting different from radio?

Podcasting is different from radio because it's accessible anytime you want it, so if there's a show you like, you don't have to wait til Friday at 3 pm, you can listen to it Wednesday at 11 am if you prefer. It's sort of like a PVR (personal video recorder)/TiVo for audio. There are literally thousands of topics to choose from, and just like every human is unique, there's a podcast for everyone.

One thing that's specific to podcasting, is that you can "subscribe" to your favourite podcasts, and you'll be updated as soon as new episodes come out. If you have a portable MP3 player or a laptop computer, you can listen to the podcasts virtually anywhere.

Where can you go to find podcasts?

The best place to get started looking for a wide range of podcasts is to head over to the iTunes music store, where most podcasts are free. You'll need the free iTunes program, available for PC and Mac: it's one-stop shopping. You can see the most popular podcasts, browse by category (i.e. New Releases, Great Interviews, Election 2008), or search by keyword.

Other sites – including radio stations – may offer their own podcasts directly, like those at CBC or NPR.

Are there more than just audio podcasts?

I subscribe to two types of podcasts: video & audio. I listen to audio podcasts when taking the subway here in New York, where it's often really crowded, so it's hard to read a book or magazine when you're standing up or holding onto a bar. I watch video podcasts when the subway is empty, or if I'm in a waiting room killing time.

What are your favourite podcasts?

Video

• Diggnation – an hour-long show featuring two guys – including the founder of Digg.com, a site where users submit and vote on news stories from around the world – presenting the top "Diggs" from the past week.
• GeekBrief.tv – host Cali Lewis shares the technological news of the day in an easy-to-digest, 5-minute news-style video podcast.
• New York Times Movie Reviews – mixes clips of film, some new and some old, with intelligent reviews added in voice-over.

Audio

• USA Today's Pop Candy – a show all about pop culture, featuring music and interviews.
• SModcast – Scott Mosier (producer) & Kevin Smith (movie director) shoot the breeze for an hour every week. Ranges from the mundane to the ridiculous, and everything in between.
• KCRW's The Treatment – NPR affiliate offers interesting half-hour interviews with writers, directors and actors, featuring thought-provoking conversations that aren't usually possible in the sound-bite world of traditional talk shows.

What are the benefits of podcasting for Web site owners?

Podcasts have the potential to increase your site's audience, build traffic, and broaden your exposure, because if people become hooked on your podcast you may gain a following, and make people more inclined to visit your site and check out what you do.

Got a technology term you'd like demystified in ZooNews? Send it to questions@zoonini.com.

An article I wrote was featured in the latest email newsletter from Zoonini client Picture This Productions. The piece offers tips to improve non-profit organizations' Web sites, and much of the advice also applies to for-profit companies and groups. Here's an excerpt:

A top-notch Web site can seem like a luxury when funds for even core services may be scarce. But a well-designed and properly maintained Web site full of useful content can actually save – even earn – your organization money.

Great non-profit sites encourage donations and minimize staff needs by reducing the amount of time spent on the phone answering basic questions.

But just what makes an excellent Web site? Consider the following tips when evaluating your existing site, or planning a new one:

Finish reading the article here.

This summer I took an amazing cruise from Vancouver to Alaska, where I basked in the incredible scenery and wildlife – from whales to bears, bald eagles to spawning salmon. (Alas, no sightings of the elusive northern-dwelling species Sarah Palinus.)

There was an Internet café on the ship, but I refrained from logging on, determined to use the time for my annual cleansing email/Web "detox". Admittedly, the high hourly prices also helped act as a deterrent.

I couldn't completely get away from the news, though, since thanks to satellite technology, CNN was available in our stateroom, and the temptation to follow the twists and turns of the Republican convention was too strong. Not only that, but a photocopied mini-newspaper was delivered daily to our door. We even received a Canadian edition – the Aussies got an Australian edition, the Brits a UK version, etc. – so there was no escape from early federal-election shenanigans.

Yes, we could have simply kept the TV off and popped the miniature newspapers directly into the recycling bin, but we just couldn't resist the pull of staying connected to world events at such a critical time... even in the middle of the ocean.

À la prochaine,

kp
aka Kathryn Presner