by: Adam Blake
A Technical Introduction to Audio Cables

What is so important about cables anyway?

One of the most common questions asked by consumers faced
with purchasing cables for their audio or home theater
system is, “What is so important about cables anyway?” They
can cost as much or more than some of the hardware in the
system and to many it is difficult to understand why wire
isn’t just wire.

To begin to understand how audio cables work, we have to
start with the two fundamentally different types of audio
cables you are likely to have in your system. The first type
of cable is called an interconnect, which is used to connect
various components together (such as a CD player to a
receiver). The second type of cable is called the
loudspeaker cable (this is the wire going from the receiver
or amplifier to the speakers). It is important to realize
that both types of cables are carrying the same information,
just with different amounts of energy.

Interconnects carry a signal with very little energy. These
cables only need just enough energy to convey the
information from the source, for example a CD player, to the
amplifier. The low energy requirement means that the signal
in interconnects has very little current (usually in the
range of thousandths of an amp).

Loudspeaker cables on the other hand, carry a large amount
of energy. All of the energy required to move the speaker
cones and make sound must come through the loudspeaker
cables. Because of the high-energy requirement in these
cables the current is relatively high (currents can reach 10
amps or more).

The very basic reason why audio cables are important is
because they change the signal going through them. There are
two different, fundamental ways that an audio cable can
change the signal. The cable itself can change the signal,
or the cable can allow outside sources of energy to change
the signal.

In order to understand how these two situations can occur,
some basic background electrical knowledge is needed.

Signals in all types of wires are conveyed by the
combination of voltage and current. Every signal has some
amount of voltage and some amount of current. The larger the
difference in voltage between two places, say the beginning
and the end of a cable, the larger the amount of current,
and vice-versa. The direct analogy to voltage and current is
the flow of water through a hose. The amount of water
flowing through the hose is analogous to current. The water
pressure in the hose is analogous to voltage. The higher the
amount of water pressure, the more water will flow through
the hose. The higher the amount of voltage, the more current
will flow through the wire.

Every cable has a set of electrical properties that can be
measured using standard electrical testing equipment. The
three most basic properties are resistance, capacitance and
inductance. While a detailed description of these three
different electrical properties is outside the scope of this
article, a basic description of the relevant effects of
these three properties can be given.

- Resistance opposes current. The higher the resistance the
greater the amount of energy that is removed from the current
and turned into heat.

- Capacitance opposes changes in voltage. If a voltage is
increasing, capacitance will cause the voltage to increase
more slowly. If a voltage is decreasing, capacitance will
cause the voltage to decrease more slowly.

- Inductance opposes changes in current. If current is
increasing, inductance will cause the current to increase
more slowly. If current is decreasing, inductance will cause
the current to decrease more slowly.

The final piece of background knowledge that is needed for
this article is what the audio signal looks like. If one
were to take the speaker cover off a speaker to look at the
speaker cone while music is playing, you would see that it
is moving back and forth. In order to move the speaker cone
back and forth, the electrical signal must push and then
pull the cone in rapid and repeating fashion. This is
accomplished by having an Alternating Current, or AC.

Alternating Current simply means that the voltage oscillates
between positive and negative. Because the voltage drives
the current, this means that the current also goes positive
and negative. In other words, the current is going back and
forth in the wire, just like the speaker cone. The subtle
variations in how fast the voltage and current go back and
forth creates the different sounds that we hear when
listening to music.

How a cable itself affects the audio signal

Now, going back to the ways that the cable itself can change
the signal going through it, let’s consider both types of
cables separately.

As stated previously, interconnect cables carry a very small
amount of current. Relative to the current the voltage is
large. Because of that fact, capacitance is important, but
inductance is relatively unimportant. As the voltage
oscillates between being positive and negative, the
capacitance slows the voltage changes down, and causes
delays. This can cause audible distortion in the sound.
Because interconnects have very little current, resistance
is not much of a factor. Even an interconnect with extremely
high resistance will only remove an infinitesimally small
amount of energy.

The signal in loudspeaker cables is essentially the opposite
of the signal in interconnects. Both cables have the same
information, but in loudspeaker cables, the voltage is small
and the current is large, relatively speaking. Because of
the high current, both resistance and inductance are
important in loudspeaker cables. The higher the resistance,
the greater the amount of energy that will be absorbed by
the cables. The resistance will not cause any distortion,
but it will decrease the volume of the sound. The inductance
on the other hand, can cause distortion. As the current
oscillates between being positive and negative, the
inductance slows the current changes down, and causes
delays.

How a cable lets outside sources of energy affect the signal

As stated previously, the second fundamental way of altering
a signal passing through an audio cable is to introduce
outside sources of energy. This outside energy is typically
termed “noise”. By definition, if any energy is absorbed by
the signal, the signal has been distorted.

There are many potential sources of noise around audio
cables. Some of the more common sources of noise, such as
radio frequency waves, are familiar to most people. When
wiring up a radio, frequently a consumer must attach an
antenna. Antennae are intentionally designed to channel
radio frequency energy into a stereo. Just like an antenna,
it is entirely possible for an audio cable to pick up radio
frequency energy. If you are not intending to listen to the
radio, this is not a welcome effect.

Electronic components, electrical cords, sound waves, and
even the sun, are all capable of creating noise. Electrical
cords create electromagnetic fields around them that can
transfer energy to a cable. Sound waves create mechanical
vibrations that can be transformed into electrical energy
that is added to an audio signal. Because there are so many
different types of noise, there are many methods used to
prevent a cable from picking up noise. Shielding, twisting
of conductors, and mechanical damping are all common noise
protection methods in cables.

While noise affects both interconnects and loudspeaker
cables, generally the effects are far more significant in
interconnects. This is because the signals in the
interconnects have far less energy. Since most forms of
noise are inherently low energy to begin with, this means
that it is far easier for them to modify the low energy
interconnect signals than the high-energy loudspeaker cable
signals.

Macro vs. Micro

The parameters discussed so far have been primarily “macro”
effects. These are for the most part the top-level
parameters that effect cables. These parameters as well as
others not discussed here also exist at a “micro” level.
Taking capacitance as an example, a given cable will have an
overall capacitance that can be measured. This overall
capacitance is a “macro” level parameter. The same cable can
also be analyzed as 1000 separate but connected pieces. Each
piece will have a local capacitance. These local parameters
are “micro” effects and can have their own impact on the
signal separate from the “macro” effects.

The impact that the “micro” level parameters have on an
audio signal is usually less than the impact of the “macro”
level parameters. However, they do still make a difference
in the signal transfer. The various ways that audio
companies choose to either mitigate or ignore these “micro”
level details is, in part, responsible for the vast array of
different cable designs. From cryogenic treatments and
precious metal wires, to fine silk insulation and fluid
filled cable jackets; extreme cable designs abound.

Will I hear the difference?

The fact of the matter is that cables do alter the sound
going through them, and that it is audible. You do not need
to be an expert, or an audiophile, to hear the difference.
To demonstrate this point, simply listen to your stereo. If
you close your eyes, does it sound like the music is being
played live right in front of you? This is what audiophiles
strive for, and unless you have a very high-fidelity system,
your answer to this question will most likely be no. You may
have a hard time describing what exactly does not sound
right about your system, but you know that it doesn’t sound
like a live performance.

Of course, the reason why the music does not sound live
cannot be blamed solely on the cables. The degradation of
the sound occurs in every component of your system. However,
the point here is that even a casual listener can detect the
subtle distortions that can prevent music playback from
sounding live. Improving the quality of your audio cables
will improve the sound quality of your system.

It is fairly safe to say that no matter what cable you use,
the modifications to the sound will be small. Audio cables
will never cause a listener to hear a piano when a flute is
being played. However, it is the small detail that makes all
the difference between good and bad quality sound. That is
why very strong opinions are formed about various cables.

As audio systems continue to improve in accuracy, listening
to a “live” performance in your living room gets closer to
reality. Cables are an enabling factor for advancements in
audio reproduction and can play a remarkably important role
in your system.

Written by: Adam Blake CEO / Co-Founder Pear Cable, Inc.
www.pearcable.com
For a more detailed explanation of cable design theory that
Pear Cable thinks is relevant, see the “cable design” white
paper available on pearcable.com
About the author:

Adam Blake is the CEO and Co-Founder of Pear Cable, Inc., a manufacturer of high-fidelity audio cables. http://www.pearcable.com

Read More..

by: Dane Scott
People love pantomimes because they can communicate so cleverly without ever
uttering a sound. I find them fascinating. But imagine what the
world would be like if all our entertainment, conversation, and
advertising was done in pantomime. Aside from giving us a new
appreciation for clown-white face paint, we'd probably tire of it rather
quickly.

The truth of the matter is, the Internet is still very much like the
great mimist Marcel Marceau. Expressive, colorful, animated, and stone
cold silent. Are there exceptions? Certainly. MP3 music sites, some
news sites, and a growing number of radio stations are making those
little desktop speakers come to life. But for the huge majority of
sites, including nearly all the millions of business sites, the silence
is deafening.

Why is that? There are several reasons, the greatest of which is a
simple lack of awareness about the potential that exists in web audio.
Our exposure to audio on the web has been so limited up until now that
it's difficult to even imagine how to use it. Likewise, most web
designers have not been exposed to an understanding of web audio's power and
potential, and thus, have never considered recommending it to their clients. Another
reason for the shortage of audio is the huge number of sites which were constructed
before web audio was practical, or even a
consideration.

Why be different?

How is the addition of audio content valuable to you and your company?

It sells. A well-worded, well-produced clip of audio accompanying each
clickable product on your site makes those products more exciting, and
gives the potential purchaser more reasons to buy.

It convinces. For example, imagine the power of using the actual voices
of your customers, telling their own testimonial stories about the
quality of your products and services.

It builds image. The style and delivery of a spoken message can make a
very personal statement about you as a company. In addition, when your
web visitors are greeted by a rich selection of audio options, the
impression it leaves is that your company is a step-ahead. It is an
instant distinction between your web site and your competition's, which
is unlikely to have any audio whatsoever.

It teaches. Our aural receptors stimulate our brain to action in ways
our eyes never will. That's why we're tempted to read aloud when faced
with a difficult set of instructions. That same phenomenon occurs in all
aural messages, making it easier for customers to comprehend value and
buy, remote staff to learn over the net, clients to understand technical
support information, etc.

It eliminates clutter. You may have more to say than you can justify
displaying onscreen. By letting people click on certain points for more
details, you keep clutter down, while making your expanded points in a
more compelling way.

It leverages existing resources. If you have radio ads already produced
up, get double duty out of them! There are effective ways to put those
right on your site.

It encourages return visits. Sites which visitors find more interesting
are the ones that get bookmarked and revisited. Web audio combined with
a regular refreshing of your visual content is a way to keep 'em coming
back for more.

What to do?

First, it's important to understand that web audio is best supplied in
liquid form. It's what they call "streaming audio." The explanation is
simple. Generally, when we download a file from a web site, we must
wait for all of it to arrive before we can use it. In that sense, it's
rather like a solid block. "Streaming audio," on the other hand,
trickles to you across the Internet as you are listening to it. You
don't have to wait for it to download. That makes it a quick, practical
way to deliver audio over the Internet.

The last thing you want to force your visitors to have to do is visit a
web site somewhere to download an obscure audio player plug-in before
they can begin accessing sound on your site, so I generally recommend
Real Audio, which is the format most widely playable by the web browsers
currently in use.

This will sound self-serving, but I am convinced the best way to add
audio to your web site is to have someone do it professionally. Just as
a company would be mistaken to hire an inexperienced person to design
their web site itself, or to lay out a sales brochure, it's equally
unwise to attempt to add audio to your own site. There are issues of
equipment, acoustics, equalization, encoding, and integration which are
far better left to someone who has the skill and experience to do it
right. My advice is to check around, listen carefully to the quality of
what each service offers, and consider their degree of experience and
expertise.

Adding audio to your company's web site lets you stand out from the
crowd and get noticed. Unlike all the the white-faced, arm-waving,
silent clowns on the Internet, your company's audio-rich web site
demonstrates to the world that you have something to say and you
know how to say it.

About the Author

Dane Scott is a 23 year veteran voice-over announcer who has recorded TV and
radio voice work around the world. He operates a professional production facility
where he creates audio for the internet industry.
To contact Dane: sales@talkingsites.com
To check out "talkingsites.com" www.talkingsites.com

Read More..

by: Terry Telford

Audio increases your sales. Point blank. Period.

Recent studies claim that audio can increase your sales up to 300%. Independent studies by Terry Telford, from The Business Professional, have shown sales increases of 163% on one website and 79% on another. Both tests were run over a 3 week period.

Regardless of your expectations for adding audio to your website, it won’t hurt your response rate for whatever you are selling or giving away. In most cases it will increase it.

One possible reason for the increase in visitor response is the human factor. We’re social animals and like to interact with each other on a personal basis. Audio on your website is similar to picking up the telephone and talking to the person “live.”

There’s something about hearing another human’s voice that instils a certain level of trust, even if it is a very small amount. It brings us that one little step closer to each other.

The next question in your mind should be, “How do I get audio on my website?”

You’ve got several choices; the majority are covered in The Definitive Audio Report. You can download the report for free from http://www.thebusinessprofessional.com/theaudioreport.htm

Very briefly, audio comes in two flavours. You’ve got the vanilla download or streaming strawberry.

The download version is very simple to configure. You upload your MP3 file onto your website and point a URL at it, like http://www.thebusinessprofessional.com/mp3files/webintro.mp3

When you click on the link, it automatically opens the audio player on your computer and you hear the recording.

The alternative to downloadable audio, is streaming. Streaming is useful if you want your visitors to listen to your audio without the ability or need to download it.

Setting up streaming audio is a bit more complex than the download version, but offers your audio a more secure environment since visitors can’t download it.

To set up streaming audio, you need an MP3 file and software that can hide the actual location of your file. The software also needs to create Flash buttons for you so your visitors can push a button to listen to the audio.

The simplest software I’ve used to stream audio is Sonic Memo, from Jay Jennings. It takes all of 5 minutes to set up the software and then you can create unlimited streams on your website in 30 seconds flat.

You can get more information about Sonic Memo from the info sheet at http://www.thebusinessprofessional.com/sonic.htm

Whether you choose the download or streaming option to add audio to your website, the bottom line is the same. You add a touch of humanity to an otherwise cold computer screen and you increase your response rates. It’s worth a listen.


About The Author

To download The Definitive Audio Report – free, visit http://www.thebusinessprofessional.com/theaudioreport.htm.

The report and this article were created by Terry Telford, from The Business Professional.

Read More..

by: Dane Scott
People love pantomimes because they can communicate so cleverly without ever
uttering a sound. I find them fascinating. But imagine what the
world would be like if all our entertainment, conversation, and
advertising was done in pantomime. Aside from giving us a new
appreciation for clown-white face paint, we'd probably tire of it rather
quickly.

The truth of the matter is, the Internet is still very much like the
great mimist Marcel Marceau. Expressive, colorful, animated, and stone
cold silent. Are there exceptions? Certainly. MP3 music sites, some
news sites, and a growing number of radio stations are making those
little desktop speakers come to life. But for the huge majority of
sites, including nearly all the millions of business sites, the silence
is deafening.

Why is that? There are several reasons, the greatest of which is a
simple lack of awareness about the potential that exists in web audio.
Our exposure to audio on the web has been so limited up until now that
it's difficult to even imagine how to use it. Likewise, most web
designers have not been exposed to an understanding of web audio's power and
potential, and thus, have never considered recommending it to their clients. Another
reason for the shortage of audio is the huge number of sites which were constructed
before web audio was practical, or even a
consideration.

Why be different?

How is the addition of audio content valuable to you and your company?

It sells. A well-worded, well-produced clip of audio accompanying each
clickable product on your site makes those products more exciting, and
gives the potential purchaser more reasons to buy.

It convinces. For example, imagine the power of using the actual voices
of your customers, telling their own testimonial stories about the
quality of your products and services.

It builds image. The style and delivery of a spoken message can make a
very personal statement about you as a company. In addition, when your
web visitors are greeted by a rich selection of audio options, the
impression it leaves is that your company is a step-ahead. It is an
instant distinction between your web site and your competition's, which
is unlikely to have any audio whatsoever.

It teaches. Our aural receptors stimulate our brain to action in ways
our eyes never will. That's why we're tempted to read aloud when faced
with a difficult set of instructions. That same phenomenon occurs in all
aural messages, making it easier for customers to comprehend value and
buy, remote staff to learn over the net, clients to understand technical
support information, etc.

It eliminates clutter. You may have more to say than you can justify
displaying onscreen. By letting people click on certain points for more
details, you keep clutter down, while making your expanded points in a
more compelling way.

It leverages existing resources. If you have radio ads already produced
up, get double duty out of them! There are effective ways to put those
right on your site.

It encourages return visits. Sites which visitors find more interesting
are the ones that get bookmarked and revisited. Web audio combined with
a regular refreshing of your visual content is a way to keep 'em coming
back for more.

What to do?

First, it's important to understand that web audio is best supplied in
liquid form. It's what they call "streaming audio." The explanation is
simple. Generally, when we download a file from a web site, we must
wait for all of it to arrive before we can use it. In that sense, it's
rather like a solid block. "Streaming audio," on the other hand,
trickles to you across the Internet as you are listening to it. You
don't have to wait for it to download. That makes it a quick, practical
way to deliver audio over the Internet.

The last thing you want to force your visitors to have to do is visit a
web site somewhere to download an obscure audio player plug-in before
they can begin accessing sound on your site, so I generally recommend
Real Audio, which is the format most widely playable by the web browsers
currently in use.

This will sound self-serving, but I am convinced the best way to add
audio to your web site is to have someone do it professionally. Just as
a company would be mistaken to hire an inexperienced person to design
their web site itself, or to lay out a sales brochure, it's equally
unwise to attempt to add audio to your own site. There are issues of
equipment, acoustics, equalization, encoding, and integration which are
far better left to someone who has the skill and experience to do it
right. My advice is to check around, listen carefully to the quality of
what each service offers, and consider their degree of experience and
expertise.

Adding audio to your company's web site lets you stand out from the
crowd and get noticed. Unlike all the the white-faced, arm-waving,
silent clowns on the Internet, your company's audio-rich web site
demonstrates to the world that you have something to say and you
know how to say it.

About the Author

Dane Scott is a 23 year veteran voice-over announcer who has recorded TV and
radio voice work around the world. He operates a professional production facility
where he creates audio for the internet industry.
To contact Dane: sales@talkingsites.com
To check out "talkingsites.com" www.talkingsites.com

Read More..

by: Adam Blake
A Technical Introduction to Audio Cables

What is so important about cables anyway?

One of the most common questions asked by consumers faced
with purchasing cables for their audio or home theater
system is, “What is so important about cables anyway?” They
can cost as much or more than some of the hardware in the
system and to many it is difficult to understand why wire
isn’t just wire.

To begin to understand how audio cables work, we have to
start with the two fundamentally different types of audio
cables you are likely to have in your system. The first type
of cable is called an interconnect, which is used to connect
various components together (such as a CD player to a
receiver). The second type of cable is called the
loudspeaker cable (this is the wire going from the receiver
or amplifier to the speakers). It is important to realize
that both types of cables are carrying the same information,
just with different amounts of energy.

Interconnects carry a signal with very little energy. These
cables only need just enough energy to convey the
information from the source, for example a CD player, to the
amplifier. The low energy requirement means that the signal
in interconnects has very little current (usually in the
range of thousandths of an amp).

Loudspeaker cables on the other hand, carry a large amount
of energy. All of the energy required to move the speaker
cones and make sound must come through the loudspeaker
cables. Because of the high-energy requirement in these
cables the current is relatively high (currents can reach 10
amps or more).

The very basic reason why audio cables are important is
because they change the signal going through them. There are
two different, fundamental ways that an audio cable can
change the signal. The cable itself can change the signal,
or the cable can allow outside sources of energy to change
the signal.

In order to understand how these two situations can occur,
some basic background electrical knowledge is needed.

Signals in all types of wires are conveyed by the
combination of voltage and current. Every signal has some
amount of voltage and some amount of current. The larger the
difference in voltage between two places, say the beginning
and the end of a cable, the larger the amount of current,
and vice-versa. The direct analogy to voltage and current is
the flow of water through a hose. The amount of water
flowing through the hose is analogous to current. The water
pressure in the hose is analogous to voltage. The higher the
amount of water pressure, the more water will flow through
the hose. The higher the amount of voltage, the more current
will flow through the wire.

Every cable has a set of electrical properties that can be
measured using standard electrical testing equipment. The
three most basic properties are resistance, capacitance and
inductance. While a detailed description of these three
different electrical properties is outside the scope of this
article, a basic description of the relevant effects of
these three properties can be given.

- Resistance opposes current. The higher the resistance the
greater the amount of energy that is removed from the current
and turned into heat.

- Capacitance opposes changes in voltage. If a voltage is
increasing, capacitance will cause the voltage to increase
more slowly. If a voltage is decreasing, capacitance will
cause the voltage to decrease more slowly.

- Inductance opposes changes in current. If current is
increasing, inductance will cause the current to increase
more slowly. If current is decreasing, inductance will cause
the current to decrease more slowly.

The final piece of background knowledge that is needed for
this article is what the audio signal looks like. If one
were to take the speaker cover off a speaker to look at the
speaker cone while music is playing, you would see that it
is moving back and forth. In order to move the speaker cone
back and forth, the electrical signal must push and then
pull the cone in rapid and repeating fashion. This is
accomplished by having an Alternating Current, or AC.

Alternating Current simply means that the voltage oscillates
between positive and negative. Because the voltage drives
the current, this means that the current also goes positive
and negative. In other words, the current is going back and
forth in the wire, just like the speaker cone. The subtle
variations in how fast the voltage and current go back and
forth creates the different sounds that we hear when
listening to music.

How a cable itself affects the audio signal

Now, going back to the ways that the cable itself can change
the signal going through it, let’s consider both types of
cables separately.

As stated previously, interconnect cables carry a very small
amount of current. Relative to the current the voltage is
large. Because of that fact, capacitance is important, but
inductance is relatively unimportant. As the voltage
oscillates between being positive and negative, the
capacitance slows the voltage changes down, and causes
delays. This can cause audible distortion in the sound.
Because interconnects have very little current, resistance
is not much of a factor. Even an interconnect with extremely
high resistance will only remove an infinitesimally small
amount of energy.

The signal in loudspeaker cables is essentially the opposite
of the signal in interconnects. Both cables have the same
information, but in loudspeaker cables, the voltage is small
and the current is large, relatively speaking. Because of
the high current, both resistance and inductance are
important in loudspeaker cables. The higher the resistance,
the greater the amount of energy that will be absorbed by
the cables. The resistance will not cause any distortion,
but it will decrease the volume of the sound. The inductance
on the other hand, can cause distortion. As the current
oscillates between being positive and negative, the
inductance slows the current changes down, and causes
delays.

How a cable lets outside sources of energy affect the signal

As stated previously, the second fundamental way of altering
a signal passing through an audio cable is to introduce
outside sources of energy. This outside energy is typically
termed “noise”. By definition, if any energy is absorbed by
the signal, the signal has been distorted.

There are many potential sources of noise around audio
cables. Some of the more common sources of noise, such as
radio frequency waves, are familiar to most people. When
wiring up a radio, frequently a consumer must attach an
antenna. Antennae are intentionally designed to channel
radio frequency energy into a stereo. Just like an antenna,
it is entirely possible for an audio cable to pick up radio
frequency energy. If you are not intending to listen to the
radio, this is not a welcome effect.

Electronic components, electrical cords, sound waves, and
even the sun, are all capable of creating noise. Electrical
cords create electromagnetic fields around them that can
transfer energy to a cable. Sound waves create mechanical
vibrations that can be transformed into electrical energy
that is added to an audio signal. Because there are so many
different types of noise, there are many methods used to
prevent a cable from picking up noise. Shielding, twisting
of conductors, and mechanical damping are all common noise
protection methods in cables.

While noise affects both interconnects and loudspeaker
cables, generally the effects are far more significant in
interconnects. This is because the signals in the
interconnects have far less energy. Since most forms of
noise are inherently low energy to begin with, this means
that it is far easier for them to modify the low energy
interconnect signals than the high-energy loudspeaker cable
signals.

Macro vs. Micro

The parameters discussed so far have been primarily “macro”
effects. These are for the most part the top-level
parameters that effect cables. These parameters as well as
others not discussed here also exist at a “micro” level.
Taking capacitance as an example, a given cable will have an
overall capacitance that can be measured. This overall
capacitance is a “macro” level parameter. The same cable can
also be analyzed as 1000 separate but connected pieces. Each
piece will have a local capacitance. These local parameters
are “micro” effects and can have their own impact on the
signal separate from the “macro” effects.

The impact that the “micro” level parameters have on an
audio signal is usually less than the impact of the “macro”
level parameters. However, they do still make a difference
in the signal transfer. The various ways that audio
companies choose to either mitigate or ignore these “micro”
level details is, in part, responsible for the vast array of
different cable designs. From cryogenic treatments and
precious metal wires, to fine silk insulation and fluid
filled cable jackets; extreme cable designs abound.

Will I hear the difference?

The fact of the matter is that cables do alter the sound
going through them, and that it is audible. You do not need
to be an expert, or an audiophile, to hear the difference.
To demonstrate this point, simply listen to your stereo. If
you close your eyes, does it sound like the music is being
played live right in front of you? This is what audiophiles
strive for, and unless you have a very high-fidelity system,
your answer to this question will most likely be no. You may
have a hard time describing what exactly does not sound
right about your system, but you know that it doesn’t sound
like a live performance.

Of course, the reason why the music does not sound live
cannot be blamed solely on the cables. The degradation of
the sound occurs in every component of your system. However,
the point here is that even a casual listener can detect the
subtle distortions that can prevent music playback from
sounding live. Improving the quality of your audio cables
will improve the sound quality of your system.

It is fairly safe to say that no matter what cable you use,
the modifications to the sound will be small. Audio cables
will never cause a listener to hear a piano when a flute is
being played. However, it is the small detail that makes all
the difference between good and bad quality sound. That is
why very strong opinions are formed about various cables.

As audio systems continue to improve in accuracy, listening
to a “live” performance in your living room gets closer to
reality. Cables are an enabling factor for advancements in
audio reproduction and can play a remarkably important role
in your system.

Written by: Adam Blake CEO / Co-Founder Pear Cable, Inc.
www.pearcable.com
For a more detailed explanation of cable design theory that
Pear Cable thinks is relevant, see the “cable design” white
paper available on pearcable.com
About the author:

Adam Blake is the CEO and Co-Founder of Pear Cable, Inc., a manufacturer of high-fidelity audio cables. http://www.pearcable.com

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Top Ten Ways to Use Audio on your Site

by Jeanette S Cates, PhD
The Technology Tamer

Audio can provide an added dimension to your site. It creates a warm atmosphere where visitors feel like they know you. And it can enhance your reputation as an expert. Here are the top ten ways you can start using audio on your site.

1. Welcome people to your site. Toward the top of the page, add your photo or a short statement saying "Listen to a short welcome message" then a button to start the audio. Keep it brief and tightly targeted to the people you've brought to the site.

2. Make your bio more personal. If you're using a one-page sales letter site, there's a section on why they should listen to you and probably a photo. Add a caption to entice them to click. For example, "Here's 3 ways I can help" with the audio button. This audio doesn't have to echo what's on the page - it can actually have an anecdote or an example to illustrate the written material.

3. Provide client testimonials. One of the most powerful techniques for using audio is to ask your clients to record a short audio testimonial. Ideally you can capture this with a tape recorder at a live event or have them call and record it on the phone. The audio testimonial, combined with a photograph, gives a powerful picture of who you are and why a newcomer would like your services or product.

4. Answer questions. If you have FAQs, consider answering some of them with audio. Sometimes it's easier and faster to explain something verbally than to write the entire explanation.

5. Offer a guarantee. Let them hear the warmth and sincerity in your voice as you share your guarantee.

6. Give them a sample of your presentation. You can record this sitting in your office or use a clip from a live performance. Either way, your visitors will be able to hear your style and form a closer bond with you as a presenter.

7. Provide the latest information. Record a weekly update on news from your industry, then add it to your site. It gives people a reason to return to your site and gives you the status of being the most up-to-date expert.

8. Offer a mini course using email with audio explanations. Instead of all of the material being written, you can change the pace and put a lot of information into a short space by offering some segments via audio. This is especially effective if you want to share a short meditation or visualization exercise.

9. Demonstrate your coaching or consulting techniques by using a short audio clip from a client call.

10. Walk them through a process. If you have a form you want visitors to complete, use audio to walk them through the sign up. Remember to pace your remarks so they can easily complete the tasks as you're talking.

Audio is easier than ever to add to your site. For a complimentary report on How to Add Audio to your Site, send an email to mailto:audioreport@TechTamers.com.

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Dr. Jeanette Cates works with solo entrepreneurs to help them turn their knowledge into gold. She is a professional speaker, con

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by: Ronni Rhodes
Why Aren’t You Using Audio?

By

Ronni Rhodes

As use of the Internet continues to grow geometrically, we see an increased demand for information to be provided by a variety of media. Viewing options can range from simple text to PDF documents to video clips. Unfortunately, each option requires more and more resources and technological know-how. As convergence moves inexorably forward, we have to ask ourselves if there is a practical way to combine the best of this technology and still provide the user with a satisfying Internet experience.

The answer, at this stage of Internet evolution, is audio.

Voice, by itself, provides the means to enhance a user’s enjoyment of the Internet. Voice conveys many of the intangibles underlying the written word. A voice can touch the human spirit and deliver a message on its’ own merits. Audio can build community and maintain relationships.

Audio is the most mature of the streaming technologies and doesn’t have the bandwidth requirements associated with video. Any Internet user connecting at 28.8k or better can enjoy FM quality sound without experiencing buffering and other annoyances that can affect video at lower bit rates.

It is common knowledge that people only retain 20% of what they read, but they do remember 70% of what they see and hear. That fact in itself increases the value of an audio message delivered from a website for the typical user. And, the implications of how audio can increase Internet enjoyment for the handicapped are overwhelming.

Streaming audio provides Internet businesses with unlimited opportunities to reach their audience and to simplify their interactions. Streaming audio broadens a product’s appeal and helps to stimulate sales. People are comfortable with audio and have few qualms about using it in their day-to-day lives.

Retailers can integrate audio into their operations in several ways. Use it to enhance product descriptions and deliver product information in ways far more persuasive than plain text. Booksellers can have “special events” that offer audio excerpts from selected titles. Art dealers can use voice to give value added information on an artist or a period of history depicted by an artist’s work. (Think of those audio tours that museums offer.)

Organizations that specialize in selling educational tools can use audio clips for potential clients to preview and evaluate the material being offered. The ability to sample the product is a potent and practical selling aid.

Business-to-Business sites and corporate Intranets can also harness the power of audio. The need to provide up-to-the-minute information for employees and customers can be well served with streaming audio and the telephone. Integrating audio into the corporate communications mix is a tool that is easy to use and addresses the need to communicate with a distributed work force.

In both the retail and business-to-business marketplace, audio can and should be used to maintain those all important customer relationships. Voice messages add a personal touch that intrigues the listener and encourages them to remain on the site.

Employee training is greatly enhanced with audio. Use it to orient new employees and keep the information archived on the site for easy reference. Sales training can also be archived and quickly retrieved when needed. The ability to offer customized audio training materials on a 24/7 basis makes streaming audio a very versatile and efficient learning tool.

Some words of caution are also necessary. Audio, just like any other value-added technology, has to be used judiciously. It should be employed for a specific purpose and to enhance the text based message being delivered. Think of your audience and how you’d like them to interact with your website. Keep in mind that your visitor may be coming to your site while they’re at their place of business and plan accordingly.

The future of streaming audio is bright and filled with promise. More and more Internet users have become familiar with streaming audio and use it everyday. Internet radio broadcasts are extremely popular and are now being employed as effective advertising vehicles. Audio e-mail messaging is becoming widely available and is being positioned as a practical business tool. Consumers are attaching audio messages to greeting cards and experimenting with Internet telephony. Streaming audio will allow the average Internet user the ability to create content that conveys the power of voice and the emotions that it conveys.

So…why aren’t you using audio?



About the Author

Ronni Rhodes is the owner of WBC Imaging, an Internet company that specializes in web site enhancement utilizing streaming media technology. With her husband, Don, a digital media engineer, they work with companies to incorporate streaming as part of successful and meaningful sales and marketing programs.

Please direct all questions and comments to:
Ronni@wbcimaging.com
520-742-5780
http://www.wbcimaging.com

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