Mass Mutual has turned to the latest audiotechnology–podcasts–to keep independent agents informed on companynews and professional development. Through its online universityfor producers, Mass Mutual has offered self-study programs andvirtual classes over its Internet site but believed, with thepopularity of iPods and MP3 players, the audio programs wouldinterest agents, according to Denise Szczebak, director of MassMutual's national center for professional development. "As welooked at the demographics of our audience and at the technology,podcasting was the next logical delivery method for us," shesays.

Mass Mutual decided it was important to look at new deliverymethods to get out the company's message regarding training to helpproducers be more successful in working with their customers,explains Szczebak. After about six months of development includinga pilot program with several agents, the podcasts premiered inFebruary. Currently, there are about 800 subscribers, shereports.

Each show is scripted and approved by the compliance office. Thepodcast runs between 15 minutes and 20 minutes, says Szczebak. Eachprogram opens with news of the company or the industry and isfollowed by a segment that might either be matched to a productrelease or provide an interview on a particular topic such asselling skills. "We're looking at multiple channels, so we can bevery specific to our audience members based on what informationthey are looking to hear from us," she says.

The interviews are offered by speakers from the home office andfrom the field force. The programs are available to producers everyMonday morning. "Some agencies make it a part of their Mondaymorning meetings," Szczebak indicates.

The program now is available only in an audio format, she notes.Programs are archived for review of previous podcasts and feedbackon the company's Web site. There are no plans to add video at thistime. The podcasts also can be downloaded to the desktop or aCD.