Comments on: The Monetization of Podcasting http://blog.vivisectingmedia.com/2005/12/the-monetization-of-podcasting/ Looking at the world of media: from music to RIA. Mon, 23 Nov 2009 08:39:09 -0800 http://wordpress.org/?v=2.8.4 hourly 1 By: Lunchmeat http://blog.vivisectingmedia.com/2005/12/the-monetization-of-podcasting/comment-page-1/#comment-22 Lunchmeat Thu, 01 Dec 2005 19:35:17 +0000 http://james.fakescience.com/blog/?p=6#comment-22 <p>I think it needs to be mentioned that much of the reason that the medium of podcasting has cought on is because it is a cheap way for the traditional media to reach their core audience in a more convenient method.</p> <p>I think people forget that the greatest advantage of the podcast is its ability to be used as a timeshifted form of a radio show (or increasingly, video).</p> <p>Yes, because it is simple to create and easy to host the podcast can do a lot to democratize media, but people seem to flock towards the familiar schlock they get on TV and radio.</p> <p>I think this is due to a couple of things</p> <ol> <li><p>Podcasters tend to have a much lower production standard and general lack of format. A 30 minute rambling about nothing in particular with your life partner usually isn't that interesting to listen to for the general public.</p></li> <li><p>Many indie podcasters are insular and tend to foster a kind of inbred marketing spiral that frankly bores the hell out of me. I can't really stand scenesterism and microcelebrities.</p></li> <li><p>Indie podcasters don't have the gravitas that brand names like NPR, BBC, or any other news network has, moreover they fight an uphill marketing battle as they usually have no money to market with.</p></li> </ol> <p>All this amounts to is that advertisers, who are old media and don't know any better yet, will spend a bunch of money initially and anyone with a podcast will be able to rake in cash in the short term. Shortly though, folks will get wise and the market for advertising will price itself out to levels that relate directly to the audience that podcasters have.</p> <p>What will be interesting is how the podcasters will be forced to be accountable for their listenership. I think what we will find is an emerging standard for calculating ratings (Nielson,get your ass in gear) and that many 'casts claiming to have far more listeners than they do will get a nasty surprise.</p> I think it needs to be mentioned that much of the reason that the medium of podcasting has cought on is because it is a cheap way for the traditional media to reach their core audience in a more convenient method.

I think people forget that the greatest advantage of the podcast is its ability to be used as a timeshifted form of a radio show (or increasingly, video).

Yes, because it is simple to create and easy to host the podcast can do a lot to democratize media, but people seem to flock towards the familiar schlock they get on TV and radio.

I think this is due to a couple of things

  1. Podcasters tend to have a much lower production standard and general lack of format. A 30 minute rambling about nothing in particular with your life partner usually isn’t that interesting to listen to for the general public.

  2. Many indie podcasters are insular and tend to foster a kind of inbred marketing spiral that frankly bores the hell out of me. I can’t really stand scenesterism and microcelebrities.

  3. Indie podcasters don’t have the gravitas that brand names like NPR, BBC, or any other news network has, moreover they fight an uphill marketing battle as they usually have no money to market with.

All this amounts to is that advertisers, who are old media and don’t know any better yet, will spend a bunch of money initially and anyone with a podcast will be able to rake in cash in the short term. Shortly though, folks will get wise and the market for advertising will price itself out to levels that relate directly to the audience that podcasters have.

What will be interesting is how the podcasters will be forced to be accountable for their listenership. I think what we will find is an emerging standard for calculating ratings (Nielson,get your ass in gear) and that many ‘casts claiming to have far more listeners than they do will get a nasty surprise.

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