bankmedia

The Bank of Montreal recently released a series of podcasts on retirement. These little productions are hosted by Pamela Wallin, a former journalist and broadcaster who held key reporting positions at 2 of Canada's leading networks, CBC and CTV, before going on to host her own talk show, and sit in Regis Philbin's chair in the Canadian edition of "Who Wants to be a Millionaire." For those readers south of the border, she's the closest thing Canadians have to Barbara Walters or Larry King.

With one major difference. Unlike Walters or King, Wallin is one of a string of reporters/ journalists/broadcasters who have shredded the increasingly imaginary line between journalists and the state by taking unelected political positions in government. Wallin served a four-year stint as Canada's consul-general to New York City, before returning to Canada to sit on corporate boards and become, most recently, chancellor of the University of Guelph, and a member of BMO's advisory council on retirement issues. More about journalists "crossing over" in another post.

Back to the podcast. The first episode on health care issues isn't the most sizzling audio I've heard, but for me, it was still interesting. These kind of "internal productions" make no effort to hide their commercial imperatives. Nor do they shy away from the fact that their material is targeted to a specific audience. This is true on the consumption end, too. Everyone who accesses the podcast knows they're getting an infomercial. As a result, every aspect of the broadcast is consciously aware of the results of some market research taken about retirement somewhere. From listening to the podcast, here's what I can conclude:

1. Wallin is the perfect person to "anchor" these podcasts. Her reputation as a journalist gives her the credibility the Bank needs to sell its ideas and her varied career and busy life is symbolic of the bank's view of retirees who don't have to rush off Shady Acres or Del boca Vista (where Morty Seinfeld reigned as head of the condo association) when they hit 65. A self-deprecating remark made by Wallin about living "too active a life" is an inside joke; the listeners are supposed to be either just like her or want to be like her. They're the kind of people who have an active life by choice but end up complaining about it, too.

2. People like Wallin are also the kind of people who a) are "with it" enough to know what podcasts are and how to access them and play them and b) are the kind of people who have opportunities to play Ipods, either to accompany them on walks, workouts or gardening. The idea that these podcasts give BMO customers access to retirement information "on their terms" is part of the sell and also part of the bank's attempt to "rethink retirement".

3. Podcasts or not, the default infomercial style is so incredibly boring. In this case, the interview is stiff and the banter between Wallin and her guest is particularly forced. Even the theme music is lame. At a couple of points during the 15 minute podcast, Wallin seems somewhat uncomfortable, characterized by some strange pauses and moments where she awkwardly searches for something spontaneous to say.

Unfortunately, those kinds of moments -- central to giving "real" interviews some zip-- aren't part of the plan. One would think the podcast would free things up. Instead just coming up with the podcast in the first place was probably cool enough.