'BusinessWeek' Hits 1 Million Podcast Downloads

For the first time since its Web site introduced podcasts in January 2006, BusinessWeek recorded more than 1 million podcast downloads in June. Leading the way were podcasts that supplement its cover stories and its regular Q&A column "The Welch Way," penned by Jack and Suzy Welch (Jack Welch is the former CEO of General Electric). The cover stories for the month were "Hot Growth: The 100 Best Small Companies To Watch," "3M's Innovation Crisis," "The Real Cost Of Offshoring" and "Telecom Back From The Dead."

In their podcasts, the Welches discuss in lively fashion (relatively, for business reporting) the issues suggested by readers. His status as the legendary leader of GE, and her wide-ranging business knowledge--she was formerly editor in chief of Harvard Business Review--have contributed to the popularity of both the column and the podcast.

BusinessWeek has been careful to avoid some of the familiar mistakes made by magazine publishers trying to cash in on podcasts. Foremost, the podcasts typically feature new content, rather than stale retreads of the print stories.

Nor do they steer clear of personal controversy, often lacking in business journalism. Some BusinessWeek readers (and listeners) may remember that Suzy Welch was forced to step down as head of the Harvard Business Review for having an affair with her future husband while reporting on him. There's a certain appeal in hearing the voices of this famous couple as they banter about issues of the day. Done correctly, this kind of human element can be a huge boost for podcasts.

Courtesy of mediapost.com