The Talking News Release

Via infOpinions an interesting post on ZimmComm's new Talking News Releases. The company is a marcom firm specializing in audio news releases for radio. infOpinions critiques the usefulness of this release format

I am undecided about the viability of �talking news releases� on a wide scale. My initial thought is that this will be a useful tactic in some markets/topics. Radio just doesn�t have the reach via news releases that it once enjoyed. Perhaps I just don�t see it. If I�m wrong, my apologies.

While podcasting is taking off, and this format of new release seems similar, it is still focused more towards old media, and radio really doesn't have the reach it used to. I'm not sure if podcasting press releases will really be a viable form of releasing new either, though it would be interesting to test this out.