Money for Podcasts
By S. Housley
Making Money for Podcasts
Podcasts started out as fun ways for ambitious garage DJs, independent
musicians and talk show hosts, who had not ventured into radio broadcasting
as a way to show their stuff and make a name for themselves. What
started as a hobby for many, has turned into a lucrative profession
Not surprisingly, podcasters, just like radio stations,
have looked for ways to profit from their on-air dialogue.
Many podcasters profit from their podcast by having companies
related to the show's content sponsor the podcast in its entirety.
Sponsors might also sponsor specific themed shows or show segments
for a fixed fee.
Sponsorship is usually indicated by an audio advertisement.
Audio advertisements are typically 10 to 20 seconds in length, and
they may be inserted into the podcast show at any point. Podcasts
can also include what would be considered traditional commercials
very similar to what is heard in a radio broadcast. Like radio broadcasters,
podcasters can recruit advertisers directly that wish to advertise,
or they can work with an ad agency to locate potential advertisers.
Not be left out, video podcasters can also insert video advertisements
into shows to raise revenue, similar to what would be seen as a
Advertisements in Podcast Transcripts
Many podcasters create transcripts of podcasts, and post the
transcript in an RSS feed. Podcasters will often sell advertisements
to be included in the podcast show transcript. Podcasters can recruit
advertisers directly and negotiate the advertisement price or they
can use a 3rd party network that will automatically insert advertisements
into their podcast feed. The most effective advertisements, are
not surprisingly those that are contextual and related to the podcasts
There are a number of third party services that work
with podcasters to match advertising partners with podcasters. The
advertising agencies attempt to match advertising content with the
podcast's content. Pheedo and AdSense for RSS Feeds are two of the
more popular third party ad serving platforms for RSS feeds. When
using Pheedo advertisers select the categories of their advertisements,
the categories narrow the types of advertisements that will appear
in their feed. Google Adsense for Feeds uses contextual language
in the feed to place the advertisements that most closely relate
to the RSS feed's contents. If you are using Google AdSense for
Feeds and wish to improve the advertisement's relevance be sure
to include as much about the podcast show in the feed description.
This will mean that Google will be able to use the language in your
RSS feed to serve related advertisements.
Publicize other Ventures
Many podcasters use podcasts as a covert advertisement. They
use the podcast to attract interest to other products or services
through which they receive a revenue share. Some podcasters promote
products through affiliate programs or they own multiple ventures
and use podcasts to subtly promote their ventures.
Subscription Based Podcasts
No, not Cerious radio, some podcasters have moved to a subscription
model where subscribers pay a weekly, monthly or annual fee to subscribe
to the podcast show's contents. Podcasters can build a subscriber
base and profit from the podcast subscriptions and renewals.
Other podcasters see no need to profit directly from the podcast.
The podcast is used as a means to communicate, establish brand and
name recognition. Podcasters can create good will in their industry
by publicizing consumer alerts, health warnings or other relevant
and valuable information.
Additional Benefits - Part of the Whole
Some companies may promote their product or service by offering
podcasts as an added benefit. In other words the podcasters are
not selling the podcast in itself, but customers receive access
to the podcast as part of something larger. Many organizations have
found that providing a podcast to members in addition to other member
benefits is a great way to increase membership.
Podcasting once defined as a geek hobby, has now spawned
an industry. Entrepreneurs have adopted traditional advertising
mediums to the podcasting technology as a way to make some extra
About the Author:
Sharon Housley manages marketing for FeedForAll http://www.feedforall.com
software for creating, editing, publishing RSS feeds and podcasts.
In addition Sharon manages marketing for RecordForAll http://www.recordforall.com
audio recording and editing software.