mental-escher
Nov 4th, 2005, 05:46 PM
Podcasting for fun AND $$$:
"Today, upstarts, venture capitalists, and media giants are all hard at work trying to figure out how to make podcasting pay. They're experimenting with advertisements, subscriptions, even with having on-air personalities talk up certain products, like in the early days of radio.
Some models are emerging. Many podcasters are turning to sponsorships, which typically involve a 15- or 30-second audio ad at the beginning of the podcast. The popular podcasts usually set flat rates ranging from a few thousand dollars a month to as much as $45,000. In February, Volvo agreed to pay $60,000 for a six-month sponsorship of the monthly podcast of Weblog Inc.'s Autoblog, as well as advertising on the site itself. Over that period, the show was downloaded 150,000 times.
The rates podcasters are getting are attracting attention. Although there aren't reliable figures for the whole field, the $25 per thousand listeners that KCRW plans to charge seems to be about average for popular podcasts. That's pretty lofty, considering a New York City morning radio show charges between $12 and $15.
Why the premium for some podcasts? They help advertisers reach specific groups, even as media fragments."
Original Article: http://www.businessweek.com/magazine/content/05_46/b3959131.htm
"Today, upstarts, venture capitalists, and media giants are all hard at work trying to figure out how to make podcasting pay. They're experimenting with advertisements, subscriptions, even with having on-air personalities talk up certain products, like in the early days of radio.
Some models are emerging. Many podcasters are turning to sponsorships, which typically involve a 15- or 30-second audio ad at the beginning of the podcast. The popular podcasts usually set flat rates ranging from a few thousand dollars a month to as much as $45,000. In February, Volvo agreed to pay $60,000 for a six-month sponsorship of the monthly podcast of Weblog Inc.'s Autoblog, as well as advertising on the site itself. Over that period, the show was downloaded 150,000 times.
The rates podcasters are getting are attracting attention. Although there aren't reliable figures for the whole field, the $25 per thousand listeners that KCRW plans to charge seems to be about average for popular podcasts. That's pretty lofty, considering a New York City morning radio show charges between $12 and $15.
Why the premium for some podcasts? They help advertisers reach specific groups, even as media fragments."
Original Article: http://www.businessweek.com/magazine/content/05_46/b3959131.htm