Podcasting for Public Libraries White Paper
Anna Mickelsen
A podcast is an audio recording or series of recordings available for subscription and downloading over the internet through RSS (Really Simple Syndication or Rich Site Summary) aggregators, individual computers, or MP3 players. Podcasting is the practice of generating these internet "radio shows." The name is a combination of "iPod" and "broadcasting." A podcast can range in length from a few minutes to several hours.
A vodcast is a podcast with video content, and is outside the scope of this white paper, as most libraries do not have the resources for vodcasting. The increasing popularity of podcasting over the past three years is due largely to the rise in popularity of the iPod and iTunes, its content management software. However, users can listen to podcasts on all MP3 players. The most significant characteristics of podcasts are their on-demand availability, access at the point of need, and cost-effectiveness for both users and producers.
Public libraries can utilize podcasts and podcasting in several ways: as tools for staff development and orientation; as reference sources and tools for collection development; and to expand their range of services by making audio content available to the public. Professional development materials for librarians in podcast form are available through OPAL (Online Programming for All Libraries). Talking with Talis is another podcast that features discussions between library technology leaders. When selecting podcasts for recommendation to patrons, library staff must keep selection policies in mind and consider what information could best be understood in an audio format.1
Consider the authority of the podcast, look for quality sound elements, the size of files and look for short, single-concept programs. Library-produced podcasts may include content such as such as book talks and book reviews, library tours, instruction for students and foreign-language patrons, teen issues, current events, storytimes, poetry readings, and promotion of library programming.
Hardware, Software, and Operating System Requirements
The two primary functions of podcasts are retrieval (listening to podcasts produced by others) and dissemination (recording and uploading podcasts for others to hear). Users can listen to podcasts on a website, on a desktop or laptop through a content management system such as iTunes, or download them to a portable MP3 player. Many users receive podcasts through a subscription system that retrieves RSS content feeds and downloads podcasts onto their computer.
Some software, such as iTunes, Juice, or jPodder, are called "podcatchers" and serve as podcast aggregator, directory, subscription service, and downloader. Users also search for content by using podcast-specific search engines such as Podzinger, Yahoo! Podcasts, Podcast Alley, or the iTunes directory. Although podcasts are accessible through dial-up, a broadband connection provides greater flexibility and much greater speed for uploading and downloading files.
At a fundamental level, recording a podcast requires a computer running a recent operating system (Windows XP, Apple OS X, or Linux are minimum recommendations), a microphone to capture audio content, and some kind of recording software. The most popular multi-platform open-source audio editing software available is Audacity, but newer Macintosh computers also feature the digital editing software GarageBand, and other software is available for purchase through the internet.
Audacity can easily record one-narrator podcasts, but must be paired with additional software (e.g., Virtual Audio Cable for Windows or Audio Hijack Pro for Mac) to enable recording of speakers in different locations. Once the audio is recorded, it must be encoded into MP3 or other accessible formats. Most Audacity users use the open source LAME software to create MP3 files, but iTunes itself can also encode WAV and other files into MP3s.
Bandwidth, Storage, and Standards
Producing a podcast requires that an organization have the bandwidth and server capacity to support on-demand audio files. Most podcasts take one to two minutes to download, depending on network traffic (~15 MB per hour) and require at least a one terabyte storage device.2 When considering hosting requirements, select one that is not tied to bandwidth usage and that would allow long-term storage and multiple feeds for audio content.
The MP3 (MPEG-1 Audio Layer III) format is the typical audio format for podcasting, and it is also the standard. MPEG, or Moving Picture Experts Group, is a working group of the International Organization for Standardization/International Electrotechnical Commission (ISO/IEC) in charge of 'the development of standards for coded representation of digital audio and video."3 Apple's iTunes also uses a coding standard called Advanced Audio Coding (AAC). MP3 is not the only available format for podcasting; WMA (windows media) and others exist as well.
Copyright and Presentation
Copyright rules apply to podcasting as they do to any recorded medium, even when podcasts are created for educational purposes. Books for booktalks should be in the public domain or all necessary permissions obtained prior to uploading. All people who are recorded in a podcast should sign a release form.4 Following a radio format, many podcasts incorporate music or other sounds to increase dynamic content. However, music must also be in the public domain.
See Creative Commons for more detail on copyright as it applies to podcasting. In addition to creating content, libraries may want to download podcasts or link to podcasts as reference sources for patrons. Some podcasts do have restrictions on this type of use, but most allow educational downloads. A podcast's associated data is typically quite sparse and includes podcast and episode name, author, perhaps a brief description, and some technical information such as format, size, and bit rate.
People and Costs
Library podcast creators are ideally staff members who are interested in the technology and in diversifying library content. Staff with experience in digital media and writing and music production are valuable, but not necessary. Podcasting allows libraries
to target programming toward very specific audiences such as children, teens, book groups, newcomers, and non-English speaking populations. Podcast consumers will be visiting the library website, responding to promotional material, or encountering the library feed through a search engine or podcatcher. Users will include podcast experts as well as neophytes, and most will likely require some instruction. Those that benefit most from the technology will be niche populations not adequately served by existing library programming, as well as traditional library groups such as the elderly and children, who may find audio content more accessible.
Most of the costs associated with podcasting are related to labor, as content must be created, recorded, edited, uploaded, and promoted by staff members. The cost of a microphone can range from $5 to $50, or up to $200 for the highest quality. Other, more expensive types of digital recording devices allow more flexibility due to their portable nature. Additional costs include the hosting/bandwidth costs, as well as server space. An auxiliary requirement is a quiet room for recording.
Essential Steps for Creating a Library Podcast
Decide to podcast. Podcasting will not suit every library or community, and this process may also involve convincing library administrators. Decide what staff members will be involved in podcasting, allocate staff time and library resources, create a budget and a timeline, and assign tasks. Decide whether content should be informative, educational, or entertaining, as well as how many feeds and how often podcasts will be produced.
Acquire software and hardware. This is not very difficult or costly, as the lone hardware component is a working microphone and there are several free audio editing software options available online. Install a content management system such as iTunes to staff computers to manage podcast retrieval from other sources.
Create content. Initially, content can be created from existing recordings of library programs, but ultimately it should be developed specifically for podcasts if the library plans to follow the serial format. Create a brand for the library's podcasts. Listen to other podcasts to determine valuable elements to include in the library's effort.
Find a quiet room and record. Work from a script, use an introduction, body, and conclusion, and practice before recording. A podcast series should have a consistent and recognizable sound. After recording, edit the audio file to remove excess noise, create transitions or special effects, and offer other staff members the opportunity to give feedback before publishing to the web.
Train all library staff. Have staff search, download, and listen to other podcasts so they understand the purpose and scope of the library podcast, as well as the steps to downloading.
Publicity. Create signage for the library heralding the arrival of podcasts. Broadcast emails, website space, articles in the newsletter, and staff recommendations are all essential. If patrons aren't aware that the service exists, no one will benefit.
Upload new podcast(s) to a web server. Link the podcast to a website with an RSS feed to make content available for subscription. Until a file is available for subscription through RSS, it is considered a linked audio file rather than a true podcast. Podcasts can be easily published and syndicated through blog software. Registering a podcast with iTunes can take a great deal of time, so submit the podcast to other aggregators such as Yahoo! Podcasts or FeedBurner.
Challenges to implementation include labor costs for staff training, any hurdles encountered while navigating the software, especially if open source software is used, and user acceptance of podcasting as an appropriate method for delivery of library content. Maintenance of podcasts consists of long-term storage and archiving of podcasts as new programs are produced.
Evaluation
Because podcasts function as a subscription service, the use or popularity of an organization's product can be measured by the number of users subscribed to each feed. In addition, hits on the library website may also provide information as to the level of local interest in podcasting. A survey should be conducted at a specified time after implementation to gauge public use, knowledge about, and interest in the library podcasts.
Should My Library be Podcasting?
Podcasts are similar to any other new technology; before a library commits resources to creating audio content for the web, key questions should be addressed: what is the information need? Is a portable audio format the best format for this task? How does podcasting support the library's goals? Would podcasting add value for library patrons? Who is the intended audience of a library podcast? Is podcasting economically feasible for the library? In addition, like other technologies, podcasts are most effective as a supplement to traditional programs and services, rather than as a replacement.
By their very nature, podcasts offer only one-way communication and can be used to replace any other method of one-way communication, such as a training session. At the same time, this means that podcasts do not allow any interactivity between the patrons and the library, which other web 2.0 technologies such as blogs and wikis are able to do.
Most importantly, many patrons who might benefit most from diverse podcast content (the elderly, children, non-native English speakers, those new to the library, the homeless) are among the least likely to own an MP3 player or to have a computer at home on which they can download audio content. These populations are also unlikely to come to the library and listen to the library's podcasts on the library's computers during their valuable internet time. However, podcasts do offer portability and extend the library's services into the range of 24/7 availability, giving more patrons the opportunity to benefit. Many libraries have pursued the option of loading and circulating library iPods with creative content, including library podcasts, to patrons, which may be a way to begin bridging the information divide.
1 Lamb, A. & Johnson, L. (2007). Podcasting in the school library, part 1: Integrating podcasts and vodcasts into teaching and learning. Teacher Librarian 34:3. 54.
2 Balleste, R. Rosenberg, J., & Smith-Butler., L. (2006). Podcasting, vodcasting, and law: How to understand the newest "it" technology and use it in your library. AALL Spectrum (June). 10.
3 Ibid. 8.
4 Lee, D. (2006). iPod, you-pod, we-pod: Podcasting and marketing library services. Library Administration and Management 20: 4. 208.
Works Cited and Consulted
Balleste, R. Rosenberg, J., & Smith-Butler., L. (2006). Podcasting, vodcasting, and law: How to understand the newest "it" technology and use it in your library. AALL Spectrum (June). 8-10.
Cochrane, T. (2005). Podcasting: The do-it-yourself guide. Indianapolis, IN: Wiley Publishing, Inc.
Eash, E.K. (2006). Podcasting 101 for K-12 librarians. Computers in Libraries (Apr). 16-20.
Gordon, R.S., & Stephens, M. (2006). Tech tips for every librarian: Keeping up with keeping up. Computers in Libraries (Oct). 52-53.
Huffman, K. (2006). Web 2.0: Beyond the concept: Practical ways to implement RSS, podcasts, and wikis. Education Libraries 29(1). 12-19.
Kajewski, M.A. (2006). Emerging technologies changing public library service delivery models. Aplis 19(4). 157-163.
Lamb, A. & Johnson, L. (2007). Podcasting in the school library, part 1: Integrating podcasts and vodcasts into teaching and learning. Teacher Librarian 34(3). 54-57.
Lee, D. (2006). iPod, you-pod, we-pod: Podcasting and marketing library services. Library Administration and Management 20(4). 206-8.
Murdock, J. (2006). On air at the library: Teens sound off through podcasting. VOYA (Dec). 402-403
Richardson, W. (2006). Blogs, wikis, podcasts, and other powerful web tools for classrooms. Thousand Oaks, CA: Corwin Press.
Sampson, J.A. (2006). Launching into the podcast/vodcast universe. Computers in Libraries 26(10). 10-15.
Schmehl Hines, S. (2007). Wikis, blogs and other collaborative tools in library services: A workbook and reference. PNLA Quarterly 71(2). 27-31.
Stephens, M. (2007). All about podcasting. Library media connection 25(5). 54-57.
Anna Mickelsen is reference librarian at Westfield Athenaeum, Westfield, MA.