PRINCETON, N.J., March 14 /PRNewswire/ -- Barely two years old, podcasting is becoming a popular marketing tool among businesses of all sizes, says StartupJournal.com, The Wall Street Journal's guide for entrepreneurs.

The technology, which requires a good microphone, a computer and podcasting software, allows small businesses to create a brief, daily radio show, or a "podcast" -- and anyone with access to the Web can listen. Podcasting allows entrepreneurs to get their name before a world-wide audience and potentially boost their revenue. The medium also can give potential customers a chance to sample your wares.

Unlike traditional advertisements, which accompany other pieces of entertainment, a podcast must offer listeners educational or entertainment value in itself -- or else they will simply click it off and download a more interesting program. Ideally, podcasts should be kept short-from five minutes to a half-hour. Writing a script beforehand is advisable to prevent awkward pauses and meandering.

StartupJournal.com offers these podcasting tips for small-business owners: * Create a Web site of your own to build your brand, post your podcasts and give your listeners a central location for information about your company. * Make sure your podcast has good sound quality. * Keep podcasts educational, inspirational and entertaining -- and keep yourself from selling too hard. * Create an RSS, or Really Simple Syndication, feed, which automatically sends listeners new versions of your podcast. * Post this feed on podcast directories such as Yahoo's podcasts.yahoo.com, podcast.net or iTunes, at apple.com/podcasting. * Promote podcasts on your own Web site. * Offer a way for listeners to provide feedback.

For more information and guidance on starting and running a business or franchise, visit http://www.startupjournal.com/.

About StartupJournal.com

StartupJournal.com, from The Wall Street Journal, is the Internet's premier site for entrepreneurs seeking guidance on starting or buying a business or franchise.

About Dow Jones & Company

Dow Jones (NYSE: DJ; http://www.dowjones.com/) publishes the global Wall Street Journal with its international and online editions; Barron's; the Far Eastern Economic Review; Dow Jones Newswires and Indexes; MarketWatch; and Ottaway newspapers. Dow Jones co-owns Factiva with Reuters and SmartMoney with Hearst. Dow Jones also provides news content to CNBC and U.S. radio stations.

CONTACT: Beth Brody of Brody PR, +1-609-397-3737, Beth@BrodyPR.com, for
StartupJournal.com

Web site: http://www.startupjournal.com/