Podcasts Keep Johnny Carson on Center Stage

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Here's Johnny! -- and he's on a podcast.

Carson Entertainment, Fullerton, CA, and its ad agency, Respond2, introduced podcasts of select segments from NBC's "The Tonight Show" to promote "The Ultimate Carson Collection" DVD set. The podcasts comprise two- to five-minute audio clips of the late Johnny Carson's monologues and soon will include other moments from the show.

"The content just lends itself well," said Tim O'Leary, CEO of Respond2, Portland, OR. "We've got 4,500 hours of Carson, and there was a five- to 10-minute monologue in those shows. We've got 30 years of content. It sort of becomes a chronology of American history during those 30 years. This was a good way to keep him out there and keep him in the public eye."

Consumers can visit www.johnnycarson.com to subscribe for a free podcast updated weekly. The podcasts include a promotion directing listeners back to the Web site. Here they can sign up to receive a free sampler DVD with clips of "The Ultimate Carson Collection."

Johnnycarson.com, which attracts nearly 1 million unique visitors yearly, is the only authorized site offering Carson products. The best seller is the $39.99 "Ultimate Carson Collection" featuring clips from Carson's time as host of "The Tonight Show." A collectors edition costs $129.99.

Respond2 specializes in marketing collections of television personalities, actors and comedians. Others include Bob Hope, Rodney Dangerfield, the Captain & Tennille, Tony Orlando & Dawn and Sonny & Cher.

Podcasting is one step forward in promoting Carson footage through other technologies, paving the way for Respond2 to copy the formula for other entertainment clients or their estates.

"This also ushers in the long-term strategy for Carson and to eventually do video on-demand for Carson," O'Leary said. "We eventually want to digitize the 4,500-hour library and let consumers watch it on demand."

Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters

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