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A number of print publications are taking up podcasting, and according to Marcus Chan, the multimedia editor of the San Francisco Chronicle, they're wise to do so. Chan spoke openly about the trend at the Podcast and Portable Media Expo in Ontario, California.

Staff writer Jason Lee Miller attended the session, titled "Podcasting for Print Publications," and captured a number of quotes and valuable insights. Chan's description of "the world of fossilized media" stood out - "newspapers are losing circulation," he said, and "we're looking for new opportunities to expand our audience."

"Most of my career has been in print," Chan admitted, but he's became acquainted with podcasting about a year and a half ago. Since then, he's seen "the space for print . . . becoming more and more finite."

Chan touched on a number of the subjects his podcasts have covered, including tech, sports, interviews, and tourism. In his work, he was eventually charged with the goal to "separate ourselves from Apple." The idea of doing something fresh and original was a key point in Chan's presentation.

Focusing on the "long tail" and "niche audiences" is a great way to connect with viewers, according to Chan. He cited the "Pinoy Pod," a creation of the San Francisco Chronicle that focuses on "covering the Filipino experience." "Climbing Kilimanjaro" is another unique channel offered by the Chronicle.

Chan's bio on the newspaper's site demonstrates his focus on the role of print publications in podcasting. The father of two has "been thinking a lot about how newspapers can cultivate the next generation of readers," it reads. "In the immediate term, he believes hiring Barney or The Wiggles to read the day's headlines would be a hit in his household."

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Doug is a staff writer for WebProNews. Visit WebProNews for the latest eBusiness news.