A Study of Two Journals Chris Lowe Assistant Managing Editor Gastroenterology May 5, 2013 PODCAST BASICS An audio program produced as a digital file (often an mp3) that can be downloaded and played on a portable media player or computer. Podcasts can be delivered directly to subscribers via RSS, as well as itunes. Video podcasts are increasingly popular as well (the AGA produces video abstracts). About AGA and the Journals Founded in 1897, the AGA has 17,000 members worldwide Gastroenterology: Started in 1943, we are the leading journal in the field of gastrointestinal disease. Clinical Gastroenterology and Hepatology (CGH): Started in 2003; ranked 8th out of 74 journals in the Gastroenterology and Hepatology category on the 2012 Journal Citation Reports, published by Thomson Reuters 1
IN THE BEGINNING AGA began talks with a publishing company in 2006 to have them produce podcasts, which were rapidly increasing in popularity. The podcasts were to be made by professional producers and voice talent, with content provided by the journal editors and invited contributors. Costs would be covered by a large educational grant ($300,000 was originally sought); CME would be provided to listeners. BACK TO SQUARE ONE The AGA terminated its agreement with the publisher after sponsorship fell through. We knew a podcast was essential to the future of our digital media operations, so we reconsidered our options. Exploring the D.I.Y. Option We listened to several podcasts and noted that many of them were very high quality, professional sounding, and were often produced by one person We decided to actively investigate the possibility of producing the podcasts in house. After researching current podcasts, equipment, and production techniques, the journal editorial office assembled a report for the AGA in support of self production. The AGA gave permission to produce a private demo podcast in order to gauge the results first. We obtained the recommended equipment and software in the report. 2
New Online Editor, New Direction The Journals Online Editor came aboard in 2008. He would provide content. We abandoned the idea of article summaries and instead began developing the idea of author interviews and emphasizing unique content. Meanwhile, the AGA was impressed with our demo podcast and, in summer 2008, approved monthly podcasts for each journal to begin in January 2009. A sponsor was obtained in the fall ($1000). Step By Step We would conduct author interviews over Skype and record them w/ free add on software. The AGA, not our journal publisher, set up hosting for the podcasts. AGA s communications department started an RSS ( Really Simple Syndication ) feed that would allow listeners to subscribe to the podcasts, while also depositing episodes directly into the itunes store They also agreed to create a Java player that would allow users to play podcast mp3s directly on the site, in addition to direct download. CME plans fell through due to sponsor conflict. Getting It Right Many hours were spent editing the first two interviews and figuring out the editing software. We purchased a bundle of podsafe music that we used for the intro/outro. The final, edited podcasts were released as scheduled and more or less as envisioned in January 2009. 3
Public Reaction Thanks to advance promotion in the journal and to the AGA s members, the podcasts received strong initial traffic. Feedback we received, including within the AGA, was minimal, but positive. 2012 and Beyond The amount of staff time dedicated to production reduced as the process became more familiar. A year later, our publisher Elsevier added the podcasts to the journals newly redesigned web sites As of 2012, the podcast homepages still receive hundreds of unique page views, and maintain hundreds of listeners and subscribers per month Both Online Editor and staff continue to seek ways to expand content and audience. Basic Equipment 4
All Equipment can be purchased separately or in podcasting bundles. Microphone Preamp/audio interface Headphones Digital Recorder or recording software Editing software (free or premium) Microphone Quality microphones can be purchased anywhere from $30 100 A USB microphone can be plugged directly into your computer. Others require audio interface (see next slide) Some mics pick up p popping sounds. Buy a pop filter if necessary. Preamp/audio interface A preamplifier (preamp) or audio interface) connects a microphone to your computer and allows you to control input and output levels. For advanced mixing capability or for musical instruments, a mixer like this one is available separately or in many podcast bundles. 5
Headphones Studio headphones ($50 70) are recommended so that you can clearly gauge the quality of your recording and detect any audio problems. Recording Software/Digital Recorder To record Skype interviews, you must download add on recording software such as Pamela (available free directly from Skype; records calls as mp3s or wav files) For in person conversations, a digital recorder can be purchased for $40 50. Recordings are often mp3s and simple to transfer to a computer. A phone jack can also be connected from the phone to your digital recorder to record calls. Smartphones (also record video), although landlines are still your friend. Recording + Editing Software Audacity (free; accomplishes basic tasks with good quality; audacity.sourceforge.net) SoundForge layers additional recording/editing effects for PC ($350) GarageBand layers additional recording/editing effects for Mac. Available as part of Apple s ilife package ($79 $99). 6
RSS/iTunes RSS is essentially an XML file. Once your content is published online you can visit www.feedburner.com to customize your feed. Podcast feeds can be submitted to itunes free of charge and are generally approved fairly quickly. http://www.apple.com/itunes/podcasts/ BIGGEST HURDLES Mastering production techniques Staff time Bandwidth costs, if traffic and/or files are huge. CONCLUSION The AGA s experience shows that podcasts are a unique, worthwhile medium for delivering and promoting journal content that reward dedicated, D.I.Y. (Do It Yourself ) effort and minimal expense. 7
THANK YOU! clowe@gastro.org www.gastro.org/gastropodcast www.gastro.org/cghpodcast 8