1. Networks are a losing business model.
2. Signing away the exclusive rights to your podcast is a stupid thing to do.
3. Speaking at conferences does not qualify as an accomplishment.
4. Statistics and demographics are meaningless and useless.
5. Ninety percent of podcasting news is worthless. Yes, it's true. The signal to noise ratio in podcasting is poor at best. There are a few reasons why this true.
   
   First of all, anybody can distribute a press release over the internet in this day and age. There are a variety of services that will assist you with creating and syndicating a press release on the internet for little or no cost. So people see that it's quick and easy so they feel the need to publish useless information to let folks know they exist. So most press releases related to podcasting are basically cries for help from people who aren't sure of any other way to spread the word.
   
   The second reason why me must wade through a ton of garbage "news" on podcasting is because of automated news services like Google News that slurp up information without considering the source or the content. This situation is continually exacerbated by tech websites that regurgitate press releases and as a result the same garbage press releases get picked up several times by the auto news services.
   
   The mainstream media doesn't help either. Most stories on podcasting are shallow or poorly researched. I recently read a story where the writer referred to "U2" as a video podcasting website. I think the writer heard YouTube while recording (or not recording) the interview, but probably had no idea what YouTube was so assumed that the rock band U2 had started a video sharing website. I also read an article recently where the word podcast was split into two words, like "pod cast." Either the editor, the writer or both of them had no clue that podcast is one word. So if they don't have a clue about that how could they have a clue about podcasting as a medium?
   
   The final and probably the biggest problem we face is the fact that so many people who have no idea about business or marketing think they do know about business and marketing. These are folks who write press releases with mispelled words, incorrect references and no discernable point.
   
   This press release is a great example of a waste of bytes. The word Adidas is spelled "Addidas." I'm sure the shoe folks love that. That's followed by a reference to Dixie Cups. Problem is that the Dixie Paper Corporation should have been referenced. Dixie Cups are simply one of their products. That's like saying that Air Jordan is getting into podcasting when Nike is who you really meant. Finally, there's just no point to this except to say, "I'm Here", and obviously desperate. This is just one example of the stuff that fills up what should be links to something NEW!
   
   So the combination of an uneducated media, unintelligent news distribution bots, and inexperienced podcast entrepreneurs leads to a flood of information that can only confuse folks interested in the podcasting industry.
   
   So what's a podcast enthusiast to do?
   
   First of all, ignore all press releases. Most of them are a waste of time because they are simply advertisements disguised as news. Second, forget any mainstream media source as a source of information on what's new in the world of podcasting. Even if they do get it right they will probably be three months late anyway. Finally, you should find a handful of bloggers/podcasters that you respect and use those avenues for your sources of information.
   
   Two of my favorite sources of information are Geek News Central and For Immediate Release. These are two blog/podcast sites that deliver objective news and analysis on what's happening in the world of Social Media, which is the umbrella of functionality that podcasting falls under. You can find other blog/podcast sources by going to see who those two folks are linking two. You can also ask friends you know who are into podcasting where they get their info from. If they're well informed, chances are that they are not getting their info from mainstream media or press releases.
   
   For those of you in a position to make news on podcasting, take heed. If you've got a product or service related to podcasting, use press releases only when something is new. This would include when you launch your company, launch a new product, or land a big client. All the rest should go in your blog or better yet, YOUR PODCAST. (I take no firm involved in podcasting seriously unless they actually produce a podcast of their own.) Fans of what you do can then subscribe and decide if they want the regular updates. And for heaven's sake, proof read and fact check what you write when you do send out a news release.
   
   I've had my say. Now go forth and disseminate in a healthy manner!

Part IV Coming Soon...