Artdispatch
Jan 7th, 2006, 11:33 AM
In response to a few other threads, I'd thought I'd pass this along.
My enhanced podcast, ArtDisaptch, focuses on the art world (galleries, artists, exhibitions, etc., mostly in New York). In terms of revenue, I'm am hoping to have a couple of recurring sponsors, and then read out timely gallery openings around the release time of each episode. Yes, I'm a very specific niche, and luckily geographically oriented in the heart of my industry.
Just yesterday I hooked-up with a huge web site (3.5 mil visitors to their site per month) that is a leader in covering the art business. They are going to regularly promote my podcast, which is great, and then tap into thier exisiting base of clients to place ads on my podcast. Basically these ads will be very much like the "underwriting" bits on NPR, and then I will read the list of gallery shows.
If you are in a niche market, try to hook up with a firm, like a web site or magazine, that's already dealing with your target market and supports themselves through advsertising. If you have an established show that they are comfortable being affiliated with, then it offers them an additional, forward-thinking channel to sell ad space to.
Of course the other firm will take a large chunk of the income, but this is something you can negotiate. It is very worth it, as ad sales is very difficult and time consuming and collecting income is not always straightforward in reality. It will take more time than the rest of the podcast for certain.
I have tentatively agreed that they will have an exclusive on sales in certain catagories (art galleries), so if I sell that on my travels the transactions will go through them and they will take a cut. Again, this is worth it since I can just pass along the sales rep's name and they'll do the rest. But I have left open other areas that I can pursue on my own with a full take.
On the whole it appears to be a good model, as it's in the best interest of my partner to both promote the show and sell ads, which go hand in hand.
Haven't got to a pricing model yet. That will depend on listenership (I host my own site so can accurately track downloads) and what the market will bear. It's not totally about the number of listeners, but whether you hit the target market. Big galleries pay about $4,000 for a print ad in a major art magazine with a circulation of only several thousand. But if they sell because of it it's worth it. You have to impress upon your potential suitors that your podcast can do the same.
Hope this might be of some help...
Charles
My enhanced podcast, ArtDisaptch, focuses on the art world (galleries, artists, exhibitions, etc., mostly in New York). In terms of revenue, I'm am hoping to have a couple of recurring sponsors, and then read out timely gallery openings around the release time of each episode. Yes, I'm a very specific niche, and luckily geographically oriented in the heart of my industry.
Just yesterday I hooked-up with a huge web site (3.5 mil visitors to their site per month) that is a leader in covering the art business. They are going to regularly promote my podcast, which is great, and then tap into thier exisiting base of clients to place ads on my podcast. Basically these ads will be very much like the "underwriting" bits on NPR, and then I will read the list of gallery shows.
If you are in a niche market, try to hook up with a firm, like a web site or magazine, that's already dealing with your target market and supports themselves through advsertising. If you have an established show that they are comfortable being affiliated with, then it offers them an additional, forward-thinking channel to sell ad space to.
Of course the other firm will take a large chunk of the income, but this is something you can negotiate. It is very worth it, as ad sales is very difficult and time consuming and collecting income is not always straightforward in reality. It will take more time than the rest of the podcast for certain.
I have tentatively agreed that they will have an exclusive on sales in certain catagories (art galleries), so if I sell that on my travels the transactions will go through them and they will take a cut. Again, this is worth it since I can just pass along the sales rep's name and they'll do the rest. But I have left open other areas that I can pursue on my own with a full take.
On the whole it appears to be a good model, as it's in the best interest of my partner to both promote the show and sell ads, which go hand in hand.
Haven't got to a pricing model yet. That will depend on listenership (I host my own site so can accurately track downloads) and what the market will bear. It's not totally about the number of listeners, but whether you hit the target market. Big galleries pay about $4,000 for a print ad in a major art magazine with a circulation of only several thousand. But if they sell because of it it's worth it. You have to impress upon your potential suitors that your podcast can do the same.
Hope this might be of some help...
Charles