Podcasting & Advertising : Do They Mix?

Podcasting and Advertising.....or Is Podcasting for Money Viable?
By Tim 'Gonzo' Gordon
www.digitalaudioworld.com

One question asked by net pundits: how can anybody make money with podcasting?

I think that's the wrong question.

Perhaps more to the point: what do I have to say that I find compelling or entertaining - and perhaps someone else will, too?

So far, podcasting is certainly NOT a business.

Even Brian Ibbots, the Denver podcaster whose 'Coverville' is downloaded by 9000 people three times a week barely makes enough to cover the expenses. Truth is, most podcasters work - and play - for free.

However, consider this:

Let's say you develop a podcast based on a favorite subject of yours, perhaps Italian food.

Over a couple of months you get a couple of thousand people downloading your podcast regularly. If you think about it, this is a very focused niche audience devoted to your topic.

What would an advertiser pay for access to this targeted podcasting audience?

Advertising on a small town radio station can cost a few hundred dollars for a week or two's worth of commercials. And you'll probably get a handful of mentions a day for that. But the audience is wide, their interests varied.

As an advertiser, if you spent $1000 with a small town radio station you might get a half a dozen responses for your special pasta sauce. But if you were a pasta producer, what would it be worth to you to find a ready-made audience of 2000 on a daily or weekly podcast?

I can see real possibilities here!

About The Author:
Tim 'Gonzo' Gordon shows you how to create professional, high-quality audio on your home computer. With 25+ years of radio production, writing and voice talent, Tim can show you how to set up a small pro studio and create audio for fun and profit. Subscribe to his free newsletter Digital Audio Bits at http://www.digitalaudioworld.com

© 2005 by Tim Gordon