Knock knock, anybody out there?

In a British survey of taxi drivers, pub landlords and hairdressers - those who often are considered as the real grassroots opinion leaders - nearly 90 percent had no idea of what a podcast is. More than 70 percent had never heard of blogging.

That's something to consider before you put too much effort in trying to reach the mainstream audience with your corporate or expert blog.

I would like to see the survey made for public relations officers, marketers and CEOs. In fact i don't expect a significant improvement of the results. Especially not if you would ask: Have you ever read a blog or listened to a podcast.

To me corporate blogs, expert blogs, or podcasts with similar content are like conferences. You mostly meet people just like yourself and it's among them you can improve your company or personal brand. But as these people often are gatekeepers to extensive networks you finally will reach the mainstream anyway. Even if they don't consume either blogs or podcasts. If you have something important to say, that is.

See also "Everybody is still very few"