New Direction Needed In Video Podcasting!

[Allen Milller]

The pod-casting, and viral video industry as a whole can't seem to figure out how to create a business model that works outside of selling advertising, or Google - Adsense. And even with those two conventional methods, its hard to generate a substantial revenue stream to support yourself... Ultimately, I believe it will be the selling of our content that will be the best method... HOWEVER, our current marketing platform would have to be replaced and user behavior would have to change...

Consider this... a majority of who we promote to are usually "other content creators". These are the easiest people to market to, because they are always looking around the net for stuff, and are usually in the same forums we're in, like iTunes, YouTube, Reever, and Veoh. However when it comes to selling merchandise, or charging a fee for our content, it would difficult to market to another would-be content creator. i.e.: "Why financially support your competition?" It would be like trying to sell checks to a banker. The physiology behind it doesn't make sense. So in my humble opinion, the real problem isn't how to drive a million visitors a week to your site, it's how to drive a million "average consumers" to your site. Thus marketing to people that are not generally on line posting video, (THE NON-PODS). Buzz marketing is the only thing that can save this industry. As pod-casters we all have a responsibility to promote to the "Non-Pods" out there. Those are our real customers, and we need to figure out a way to reach them... I'd like to hear your thoughts...

Allen Miller - SMIDGITS.com
www.smidgits.com

[WyethDigital]

Well, first of all, you're drawing a lot of generalities in your post, and especially your poll. The fact is, there are other business models out there aside from Ad-Sense and it's ilk. The problem is, you're only looking at one model when there are actually many. It's not just a matter of bringing the "non pods" over to your product (which is extremely important), it's about being intuitive and creative enough to spot new trends and capitalize on old ones effectively. It also requires patience.

Eric

[Pats Podcast]

Hi everyone:Well, first of all, you're drawing a lot of generalities in your post, and especially your poll. The fact is, there are other business models out there aside from Ad-Sense and it's ilk. The problem is, you're only looking at one model when there are actually many. It's not just a matter of bringing the "non pods" over to your product (which is extremely important), it's about being intuitive and creative enough to spot new trends and capitalize on old ones effectively. It also requires patience.Not only that, but there's already a group working on more....umm....constructive uses for videoblogging. They too have a Yahoo! Group here (http://groups.yahoo.com/group/videoblogging/) and are always looking for different and innovative ways to take videoblogging.

I've just started a similar group on YouTube here (http://www.youtube.com/group/videoblogging2) for the same purpose.

So far it's mostly political activism. If you've heard about the one videoblogger who was incarcerated in a Federal prison near San Francisco for several months because he supposedly refused to turn over some video the government claimed he had and therefore wanted, then you have a fairly good idea of what I am talking about.

But that's about as close as I've seen it get so far.

Some of us on YouTube use videoblogging as a means of forming a virtual support community of sorts (mainly for the disabilities we have), but there again, at least we're not just simply uploading copyrighted material.

In short, there are people already making constructive use out of videoblogging. It just hasn't made the jump to business class as it were just yet (But like WyethDigital said - Give it time).

Cheers :D

[Allen Milller]

It does take time and patience. However, it does take $$$ at some point to continue doing a good show, regardless if its video and or audio. And that $$$ might be in the form of "time". What I find fascinating is that many of the fellow pod-caster that I have spoken to about this, (and yes, some really big pod-casters who have tons of traffic) are all trying to figure out how to make money. The reason why I placed this entry was to start debate. I feel that there are real answers out there that have yet to be found, and as an industry we are doing little to push diversified marketing and economical business equations. Don?t get me wrong; I love doing a show like Smidgits, and at the end of my day that is all that matters to me. However, I would like to be able to spend more time on it, as well as be able to provide a steady job to my crew. It?s like anything though, "If it?s part-time, then you get ?part-time results.? And trust me when I say that soon pod-casting and online content will be saturated with the deep-pocketed studios and networks delivering high-budget content. ?Part-Time? results will not be able to compete? Nor will any current advertising model... That?s just the reality. However, I remain optimistic and willing to the end!

As far as patience, I have produced independent motion picture and have worked with Hollywood distributors... If that?s not a testament to patience, I don't know what is... Thanks for your entry...
Allen Miller

www.SMIDGITS.com

[WyethDigital]

Well, if you wanted a debate, you've got one! :)

Again, you are sort of hobbling your end of the discussion by only mentioning ad-sense styled business models. And if that were the only business model, I wouldn't be debating you, I'd be complaining about it with you. Thankfully, the picture has begun to change over the past 12 months. It's not where I'd like it to be yet, but it isn't in the dire straights you're talking about, either.

Here's the thing video podcasters in general need to think about (I'll be using the term "you" in a generic sense, and am not singling anyone out): You're producing a freely distributable show, so why are you only distributing it in your feed? Start by signing up with sites like Revver.com (an extension of the click-through ad model), and expanding to whatever venues your podcast seems to fit in with, even YouTube. And while your expanding the reach of your program, use your gained audience and visibility to expand beyond your podcast. It works, trust me.

Some personal examples: I've just contracted with a major paper vendor to produce a series of web videos for their product line. When they have their new site up, I'll provide a link. Our podcast was my demo reel.

We're also in negotiation to produce a video series for a prestigious school. And, we've been invited as media participants to an exclusive national cooking competition. I believe we'll be the only "new media" in attendance. None of this has fallen in our lap. We've had to do a lot of legwork and build many relationships over time, but it does pay off. Or will soon.

Incidentally, Ad Sense has never touched our site. It could help to pay small expenses, but it's not needed.

Eric

PS -- I'm not voting in your poll, because I think it's poorly worded. I contend that there is no one podcast business model, unless you're a sheep. A better question to ask is "Do you think your podcast business model is working?" To that, I would say, yes. It certainly is beginning to.

[Allen Milller]

Once again, thank you for the comment. I hope that more people can get in on this. To be fair, I will admit that my poll is perhaps a little too general. I have never started a poll before so your comments on my ?greenness? are much obliged. However to continue on, your possible success in developing content for a school is a ?derivative of? your pod-cast... If I am not mistaken, from what you are telling me is, essentially your pod-cast is or was the vehicle in which lead you to such a possibility? more or less, an advertising platform? If I am wrong, please correct me so I can be clear?

If so, then perhaps this is an example of an older ideology that should be one of our main focuses as pod-casters? There is no doubt that the Internet and Pod-casting has become a great way to get exposure, but once again, can it be harnessed in the form of a revenue generating business? I have content on just about every site imaginable. When it comes to sites like Reever, there are some examples of people generating ad revenue, sure? But what are we talking about? A hundred bucks a month? Thousand a month? I?m serious? I would like to know if there are people out there that are making a sustainable amount of revenue with their pod-casts on sites like Reever. And I am not talking about getting jobs outside of pod-casting as a result of your pod-cast exposure.

How are we making money to produce better and more engaging shows?
1. Sponsorships
2. Ad revenue
3. Click ads from sites like Reever
4. Donations
5. Merchandising

This is a great topic; well at least I think so? I would encourage anyone to jump in if they have two cents to add. By no means am I trying to be a rainy day on all this ?cool? positive pod-casting stuff. I am just a person trying to make it my full focus and to find some direction among my colleagues?
:D

[WyethDigital]

Well, you bring up a lot to ponder, but it's possible I'm still not seeing your point. Why would you exclude producing podcasts for clients from your business model? I personally think you need to consider every possibility when conducting yourself as a business. Now, I do realize that not every podcaster will be able to be paid to produce videos (or audio) for someone else, but that doesn't mean you shouldn't consider the opportunity when it presents itself.

Here's another way to look at it: Instead of treating your podcast as the business, treat it as part of the business. Rather than incorporating your podcast, incorporate a production company. Then you can use your podcast as a vehicle to sell advertising, maybe even subscriptions, or to sell your own services based on the expertise you've developed producing a show. Overall there's just more flexibility.

Finally, as monetizing goes, all the things you listed, done right, can earn you money. but by no means would I blame it on a podcaster if they found it hard to make money. A lot of the improvements that need to be made are going to have come from the companies that claim to want to help us cash in. (I just wanted to emphasize that). Not to pick on Revver, but their problem is that they don't focus the ads to the content very well, and consequently, if your videos fall outside the male-demographic ads they serve, they are not as effective as they should be. Plus, for a content-driven ad network, they need to focus much more effort on improving the quality of their encoded files. Their finished product looks like hell. I think if they improve the quality of the content, they'll improve their ability to sell their ads.

Just some more of my $.02 worth. Good discussion,

Eric Wyeth

[Barefoot Radio.com]

I can't say there is a 'formal' business model per se.

It depends strongly on an individual's situation. I have the luxury of approaching this all full time, and it's no easy task. I'm so carried away trying to make the production good that the business end progresses more slowly.

Inspite of this, I'm pleased with many of our developments. We're getting certain contracts worked out, a regular produciton crew, and potential sponsors asking questions.

My goal is sincerely to make Marijuana Radio so appealing product wise, that people are going to want to be in on it for the association.

My wife is getting in on the game and she's going to work on selling sponsorships for our programming full time.

For there to be a successful commercial model, I would say that the demographic nature of the project is pivotal. Pick a demographic that's as solid as can be. This is why Grape Radio can do so well. It's a demographic silver bullet.

Big downloads doesn't mean much if someone doesn't have the full time to sell sell sell.

NO successful show out there doesn't have people behind it somewhere, selling constantly.

Every podcaster's situation and business model is unique. Still, I watch what my favorites are doing ALL THE TIME, and try at every step to emulate what makes them successful, or at the very least, move in that direction.

Marijuana=SilverBulletDemographic

Want to succeed? You need time, and you need to fill it up over a LONG period of time cultivating a business. No REAL success comes quickly, unless you're just some super lucky person.

[Allen Milller]

I couldn?t agree with Eric more on the subject of Reever. I also like the idea of incorporating a pod-cast as part of the business equation, rather than a main emphasis. I appreciate the exceptional dialog correspondence Eric...

In addition, Barefoot Radio has made some very valid points about having someone pushing the sales end full-time. Where does one start though? Local interests, a demographic focus? What if your pod-cast is not particular to one theme or subject, thus lending itself to a general demographic much like TV... Is it better to follow a strict topic, and narrow your targeted audience to a particular niche?

All of these posts have been very helpful, and have provided some good information and proactive outlooks to anyone reading this thread.

I hope to see more comments like these, and other good ideas on the this topic?

Thanks again?
www.SMIDGITS.com

[forexposting]

Hi Allen Milller,

Many thanks for the information. This is really helpful for me.