27 million people. Now we’re getting somewhere.

However, we need to make sure we do a better marketing job as media professionals as to what podcasting is. There’s big confusion out there, and people answered the question only after having a definition read to them.

There are lots of people who maybe aren’t technophiles but would really enjoy them, and we need to reach out to them, instead of what some do, which is belittlement. A simple google search comes up with these folks standing on some ground of techno-superiority.

I see three major talking points:

Some of the confusion comes from the word itself, because it infers you need an iPod (when you do not, if you do it right any mp3-compatible player will do, or even just your computer and some speakers attached to it). It’s the most common explanation I give, almost on a daily basis.

We can’t abandon the word “podcasting”; after all, it’s something like 80% of the mp3 player market is iPods, it’s a rare instance where the best designed and engineered consumer product is winning, and there’s some good press mileage.

Another improvement that could be made, is that as much as it does make some sense, “subscribe” on the iTunes music store infers to some that people need to pay for it. I’ve seen lots of intelligent people get foiled by that. We must take the attitude (as somethings as painful as it may be) that wording can be confusing and be mindful of it.

Lastly, we need to try to stay away from DRM (Digital Rights Management). It restricts people, and the reality is that people want what they want, where they want it, when they want it. We must face the fact that if someone truly wants to steal content, no DRM will stop them.

We can do things like only offer the direct podcast link on a subscription page, etc. but when you start reaching into peoples’ computers, forcing them to listen while they’re online or limiting where/when they can use it, you hinder your effectiveness (think AOL video… much of it you can’t use it if you have a mac, eliminating a strong early adopter audience). I don’t necessarily blame AOL completely, as some of their top people like Ted Leonsis mostly “get it,” but the development of this medium, and it’s profit potential, will be limited as long as there is the bent toward controlling users).

Perception IS reality. Let’s improve the perception of podcasting by making it easier to use; by not going on tirades to the effect of “it’s not a podcast if you don’t subscribe!” The rest of the non-tech world does not care. They want it to work the best way it can into their life.

And, as we show people how to take what they want with them wherever they go, we’ll get more to subscribe soon enough.