When It Comes to Content, Exclusivity Still Works

Building a brand isn't necessarily rocket science, no matter what marketing, management, or implementation consultants tell you.

Few people know this better than Chris Shipley, who is one of the most knowledgeable editorial executives I know. Chris is co-founder of the GuideWireGroup, which co produces the Demo-branded events with an IDG business unit. Ms Shipley also produces a couple of other shows molded along Demo's lines that are held elsewhere in the world and a US-based yearly social networking conference.

Podcasting is a natural extension of what Chris Shipley does that really highlights her unique insight into the world of technology. What blew me away about GuideWire's "I... Innovate" library specifically is a Multi-installment look at Palm Inc ( now celebrating its Tenth Anniversary). Chris' direct and subordinate questions are incredible. Also, the high production values of the GuideWire Group's Pod casts (which reflect Cathy Brooks GuideWire Group Executive producer of pod casting background in broadcast media with ZD TV) make this series a worthwhile download.

Palm is one of my favorite companies. i like its products and its technologists. It also has a long affiliation with Demo, having launched the original Palm Pilot at Demo in 1996. Guidewire's pod cast is Chris at her best; Insightful questions directed at  the right people. At the end of the first Palm pod cast I was left thinking "why didn't i think of that?" 

My problem with most pod casts, including those that originated from this year's Demo is this: Most sound like a late night news broadcast from a pirate radio station in Baghdad, that you've inadvertently picked up on your five dollar am transistor radio.

But Chris has one something else that really needs to be noted.  She negotiated an exclusive deal with Palm for the content. This is such a "natural" that I'm surprised others haven't done it before.  But then, few of the people Chris Shipley competes with have either her drive or acumen. I'm an old-timer that grew up in an age when getting it first, getting it right and nailing something exclusively got your stories noticed and played prominently in a publication. It also helped get you off a boring Planning Commission beat and bumped up to something more exhilarating--like covering the yearly conflagrations that ravage the few remaining forests in Southern California.

I'm  amazed that more pod casters services don't get the value of exclusive content, high production values and appropriate promotional efforts. Chris does and GuidewireGroup is better for it.

Check out GuideWire's "I of Innovation" pod casts at http://www.guidewiregroup.com/site/services/podcastLib.html. It's what I'll be listening to as I wing my way up I-5 tonight  to Sacramento.--Jim Forbes wirelessly from my outside office in the slow lane of rural life in northern San Diego County.

Mandatory Disclosure Statement: I've known and worked for Chris Shipley for years. She's the best at what she does. I produced Demo-branded events while working for Chris and edited the monthly and weekly editions of DemoLetter, which won a couple of awards and was highly regarded by technology marketing executives and venture capitalists.