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Thursday, Feb 22, 2024

Podcasting an Option To Retain Listeners

As local radio programmers struggle with ways to combat satellite broadcasts and personal music players such as iPods, local public broadcasting station KPBS-FM hopes to retain and lure listeners to its station by offering podcasting services.

The station’s locally produced “These Days,” a two-hour program focusing on local and statewide issues and events, is available to listeners via podcasting, which allows them to download a program to an iPod or MP3 player and hear the show whenever they want. It also is broadcast online.

KPBS-FM Program Director John Decker said many people who like “These Days” often can’t hear the program live since the show is broadcast while most of them are working.

Podcasting eliminates that problem, he said.

The 13-year-old program, which airs from 9-11 a.m. weekdays, is one of the first programs in San Diego to be available via podcasting and will soon be followed by other KPBS programming in a similar format, Decker said.

“We see this as a way to increase our public service,” he said.

Decker said podcasting is likely to become more common for other news and talk stations.

“We are moving farther and farther down this road (of on-demand listening),” Decker said. “I see this as something that will open up a lot of doors for radio, and it is growing every week.”

KPBS began offering free podcasting April 21 after working on the setup and operation of the service for the last several months, Decker said, adding that the cost was minimal.

“The beauty of podcasting , and many other online activities , is that the actual costs are relatively low,” he said.

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Turning 10:

What began as a partnership between two public relations professionals has turned into a full-service marketing agency with an established presence in town and an impressive list of clients.

Bailey Gardiner Inc., founded in 1995 by Jonathon Bailey and Indra Gardiner, now totals 19 employees and still has some of its original clients, such as Tiffany & Co., said Gardiner, an agency principal.

“It’s been a combination of having a really strong partnership and having a whole team of people that believed in what we were doing,” Gardiner said.

The company is housed in a 4,000-square-foot office in Hillcrest and counts Centex Homes, Pala Casino Resort & Spa and the House of Blues San Diego among its clients.

Gardiner said the company, which provides public and community relations services and organizes special events, is working on strengthening its advertising department, allowing the firm to better service its clients.

“There is a lot of growth happening right now,” Gardiner said. “The last couple of years have been really good (for the agency). It’s a real exciting time.”

The agency reached $2.25 million in gross billings in 2004 and is expected to nearly double that in 2005, she said.

The agency hired two new staff members in its advertising department to help handle the recent growth, she said.

Joining BGI is Jessica Gimber, as an advertising account executive, and Mario Cabading, who will serve as the new production manager.

BGI also promoted public relations team members Lauren Clapperton to assistant account executive and Jamie Hampton to account executive.

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Doing It All:

As a one-person shop, graphic designer Jamie Steidl is able to provide creative services faster than a typical marketing agency.

Steidl, the founder of San Diego-based James Group Studios, was retained by Irvine-based skin care developer Spa Science, Inc. to help launch a line of facial products worldwide.

The trick was the entire line had to be developed, manufactured and delivered in less than six months. But for Steidl, time wasn’t an issue.

Whereas many agencies must go through several layers of personnel, such as a copywriter, photographer and an art director, Steidl is able to go through the entire process alone, enabling him to work faster.

“I am basically a one-guy agency,” he said. “It is infinitely faster; I am able to save companies tons of money.”

After receiving the account in June, Steidl was able to produce the results by December.

“By the end of December, it was out on the shelves,” he said.

Steidl has been in business for 25 years and specializes in all aspects of commercial art and product photography, as well as marketing services.

For Spa Science, Steidl provided all of the creative services, such as corporate identity, packaging, advertising, photography, Web creation and multimedia.

In addition to Spa Science, Steidl has done work for Pillsbury, Kodak and Franklin Equipment, according to his Web site.

Please send all media/marketing news to Lisa Kovach via fax at (858) 571-3628 or e-mail at lkovach@sdbj.com. Call her at (858) 277-6359, Ext. 3107.


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