Adam Curry to invest in Podcasters

By Frank Barnako, MarketWatch
Last Update: 2:14 PM ET March 15, 2005

Adam Curry announced the launch of BoKu Communications and its first Web site, Podshow.com, "to bring together the elements necessary to create a marketplace."		Check Out: BoKuCom
The former MTV VJ is the most prominent creator of Podcasts, which are audio programs distributed over the Internet for listening on PCs, iPods or MP3 players. He said the effort is necessary, because "even the top Podcasts really don't have enough critical mass to sustain an advertising model." Curry added that BoKu plans to help "bootstrap" some program creators. "We've figured out how to get a number of people ... who will be able to create [programming], and in turn will be able to create new shows." He expects to announce some of the talent this week. "We will be making investments in a number of shows and Podcasters so people won't be stuck in irons, not making enough to quit even half the day job," Curry said on his own show at DailySourceCode.com. PodShow.com is similar to Weblogs Inc., a network of some 75 niche-interest blogs operated by Jason Calacanis. He supplies software for production, promotion and marketing, and shares advertising revenues with writers. "We did a lot of work talking to people on Madison Avenue and big brands, companies which are interested in basically finding their audience," Curry said. "They are finding that the [traditional media] shotgun approach" leaves something to be desired when an advertiser is looking for a specific audience. His site tells marketers it can help them "reach the most elusive target audiences on the planet." PodShow.com offers a directory of more than 4,000 podcasts already in production, and advice and tools for producing programs. Check Out: PodShow.com & CBS Marketwatch