Podcasting: Downloading Content, Uploading Dollars.com Daniel Anstandig, McVay Media Reed Bunzel,...

Podcasting: Downloading Content,

Uploading Dollars

Daniel Anstandig, McVay MediaReed Bunzel, American Media Services

Holland Cooke, McVay MediaJennifer Lang, WFAE Radio

Podcasting

- Mp3 audio downloads of talk, hosted music program, or special interest program.

- NOT individual mp3 downloads of music.

Podcasting

From Bridge Ratings

Podcasting

Podcasting:

Download Content,

Upload Dollars

NAB Radio Show

Sept. 26, 2007

American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464

A Quick Note About Podcasting

Before Apple launched the iPod in October 2001, the word “podcast” did not exist. And the word “pod” meant something

entirely different:

Things To Consider About Your Podcast:

•What do your listeners really want?

•Stop thinking they want what you think they want.

•Ask them for their contributions. In a truly interactive world, today’s listener wants personal input on his/her media content.

•Remember: Your listeners have many media from which to choose…for what compelling reason will they go through the process of downloading your podcast?

•Your listeners want to hear something that leaves them wanting more, not less. Make your podcasts valuable!

In A Media-On-Demand World, What CanYou Offer To Your Listeners That’s

Different?

•Content that is pertinent

Different?

•Content that is relevant

Different?

•Content that is fresh and can be obtained nowhere else

In A Media-On-Demand World, What Can You Offer To Your Listeners That’s

Different?

•Content that is perishable, so there is value in coming back tomorrow and the next day

Different?

•Content that is perishable, so there is value in coming back tomorrow and the next day

•Content that has an intrinsic value to the listener

So…What Sort Of Programming Has ValueTo Your Listeners?

•“The Inside Scoop”: What goes on in the studio when the audience isn’t listening.

•Stand-up comedy from local clubs

•Artist interviews from syndicated services

•Lifestyle information for listeners: health, exercise, entertainment, sports, news, commentary, travel, etc.

•Do-It-Yourself Informercials

When Developing Your Podcasts, Keep These Elements In Mind:

How much time will your audience have to listen to your podcast?

Where will your listeners be when they listen to your podcast?

• On their commute?

• At lunch or on their daily walk?

• At their desk?

• Taking care of business somewhere else?

Now…How Do You Monetize Your Podcasting?

Generally speaking, there are four different models that can generate revenue from podcasting:

Advertising

Sponsorships

Advertising

Sponsorships

Subscriptions

Advertising

Sponsorships

Subscriptions

Online Sales

Advertising Within Podcasts

•Sell advertising to local, regional, or national advertisers.

•Short :10s or :15s work best, depending on the length and content of the podcast.

•It’s best if advertising can be directly linked to the podcast, either by content, personality, or context.

•Selling points:

• Podcasts are content on demand, meaning the listener is actively hearing what is said (or shown)

• Audience is highly targeted by demographic and lifestyle

Podcast Sponsorships

Sponsorships work best when a company wants to associate itself with a particular podcast or type of content. Examples:

•Home Depot or ACE Hardware for do-it-yourself podcasts

•Michaels or Mary’s Craft Shoppe for arts and crafts podcasts

•Geico or Jimmy’s Body Shop for car repair podcasts

Subscription Services

In a new media world where free content is king, use caution when considering a subscription model. Remember your competition:

XM and Sirius

Other subscription services

XM and Sirius

Other regular daily purchases

XM and Sirius

Other regular daily purchases

The Local Movie Theater

Online Sales

If your podcasts become popular, you can sell shirts, caps, books—virtually anything that can be branded and monetized.

American Media Services-Internet

1311 Chuck Dawley Blvd. #202Mt. Pleasant, SC 29464

843-972-2200

Holland Cooke

NewsTalk Specialist, McVay Media

www.HollandCooke.com

Why is this man smiling?

Three ideas:1.Infinite Inventory,

Proven Promotion.2.Homo Sapiens’

favorite toy?3.Bear-hug YouTube.

Don’t even try to take notes!

They’re online at a super-secret Internet address…

Revenue, Right Under Your

Quick Quiz, about

Talk Radio

weekend programming...

Choose one:“Best of Rush”WORST weekend

Talk Radio Programming

Choose one:“Best of Sean”WORST weekend

Choose one:“Best of Ben”WORST weekend

“Best of Rush”“Best of Sean”WORST weekend

How-To make moneywith how-to shows:

BEST weekend Talk Radio

Programming

Warning!What you are about to see is

crude.

Relax!What you are about to see is

Have youhugge

lawyer?

Why radio loves lawyers:They “get” billable hours.Law doesn’t syndicate well.They don’t want spots in-show.They need spots out-of-show.They use Yellow Pages.Done well, this is good

programming.“The lawyer is in. The meter is off.”

“The lawyer is in. The meter is off.”

Why radio loves lawyers:They “get” billable hours.Law doesn’t syndicate well.They don’t want spots in-show.They need spots out-of-show.They use Yellow Pages.Done right, this is good

programming.This is great podcasting.

“We’re moving over to the Internet.”

The Package:1. Web audio/video/text/graphics2. Banner/link/coupon/microsite3. Weekend longform4. Weekday shortform5. Mention in WWW promos6. ROS spots (plugging WWW)7. Blurb, link in E-newsletter 8. “We’ll put you on YouTube!”

The Package:1. Web audio/video/text/graphics2. Banner/link/coupon/microsite3. Weekend longform…or NOT!4. Weekday shortform5. Mention in WWW promos6. ROS spots (plugging WWW)7. Blurb, link in E-newsletter 8. “We’ll put you on YouTube!”

The Package:1. Web audio/video/text/graphics2. Banner/link/coupon/microsite3. Weekend longform4. Weekday shortform5. Mention in WWW promos6. ROS spots (plugging WWW)7. Blurb, link in E-newsletter 8. “We’ll put you on YouTube!”

What happens when we’re sold out?y online inventory is infinite.”

Chris Walus, GSM, WDEL/WSTW, Wilmington

What happens when we’re sold out? Online is NEVER “sold out.”

“My on-air inventory is finite...”y online inventory is infinite.”

“My on-air inventory is finite...my online inventory is infinite.”

FACT: When it comes to driving eyes-and-ears to the Internet, radio kicks butt.

Arbitron/Edison Media Research

Homo sapiens’ favorite toy?

The mirror!Examples?

MySpace, YouTube, eBay, Survivor, American Idol

Warning!What you are about to see is

crude.

Relax!What you are about to see is

“Aircheck?”Or

“souvenir?”

Use new media to holda mirror up to youraudience, then chargethem, or advertisers, tolook into the mirror.

Bear-hug YouTube• It’s FREE. Video files are big. Bandwidth = $$$

• It’s robust. Video files are big. YouTube can take a

punch.

• Embed a viewer on your page, users don’t leave

your site.

• Viral apps (Share with a friend, Post to your blog,

etc.).

• Built-in, credible measurement.

• You reach THEIR cume too!

• GREAT way to test keywords.

• “Cachet”

punch.

your site.

etc.).

• “Cachet”

punch.

your site.

etc.).

• “Cachet”

punch.

your site.

etc.).

• “Cachet”

punch.

your site.

etc.).

• “Cachet”

punch.

your site.

etc.).

• “Cachet”

punch.

your site.

etc.).

• “Cachet”

punch.

your site.

etc.).

• “Cachet”

punch.

your site.

etc.).

• “Cachet”

Download my notes!

SEND EMAIL to: nabr07@hollandcooke.com

Podcasting: Downloading Content,

Uploading Dollars

Daniel Anstandig, McVay Media

Reed Bunzel, American Media Services

Holland Cooke, McVay Media

Jennifer Lang, WFAE Radio

Podcasting: Downloading Content, Uploading Dollars.com Daniel Anstandig, McVay Media Reed Bunzel,...

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