Report: Apples are More "Apple-y" than Oranges

OK, OK. I've been getting a lot of flak over my story covering a new Nielsen/NetRatings study on the number of people who download podcasts.

I realize it's not an apples-to-apples comparison to say that more people have downloaded a podcast than have published a blog. It wasn't meant to be a cut on blogging, or to over-hype podcasting, which is how some people are taking it. It was meant more as a benchmark, since most people can get their head around the number of people who blog, or engage in online dating, and so they can better imagine how many people are downloading podcasts.

It would have been better to compare the number of podcast downloads to the number of blog readers, or the number of podcast producers to bloggers.

I got in touch with Nielsen/NetRatings, and found out that 14.4% of the U.S. population, or about 20.2 million people, have read a blog in the past month, compared to the 6.6%, or 9.2 million people, that have downloaded a podcast. How about them apples?

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.