September 28, 2009

Premiumcast: Making Money from Podcasting

Paul Colligan, CEO of Premiumcast

Paul Colligan, CEO of Premiumcast.com

David SparkThis interview is part of my series “Making Money from Podcasting” (read summary “9 Successful Techniques for Making Money from Podcasting”) where I interview podcasters who are actually generating revenue from their podcasts. There are many techniques, and here’s one person’s tale of how he’s making money from podcasting.

Build an audience and sell premium podcasts

Paul Colligan is the CEO of Premiumcast.com, a company that builds and sells an RSS-subscriber management technology. It’s different than traditional podcasting in that Premiumcast creates personalized RSS feeds. With traditional podcasting, the podcaster sends out a single RSS feed that everyone subscribes to. The publisher has no control over that relationship with that listener. The listener is in complete control, choosing when to turn you on and off.

PremiumcastWith a personalized Premiumcast RSS feed podcast publishers can control the relationship with every single listener. And one of the primary things you can do with that controlled relationship is charge for the podcast. Since it’s personalized, you know the status of every single subscriber. For example, if subscriber #423 is up for renewal and they don’t pay, you can turn off their specific feed, but keep #424 going since they did renew.

Publishers also have control of how podcasts are delivered for new subscribers.  With traditional podcasting, when a person subscribes, the first program they get is the one that’s most recently published. With a Premiumcast, when you get a new subscriber, you can begin their podcast feed at episode #1 and deliver it sequentially over time – once a week, once every day, whatever.

Interview (Time: 12:37)

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There’s a whole host of other personalized control mechanisms you can deliver or impose in terms of types of content (e.g. audio, video, PDF) and timing of the content. It’s essentially up to the publisher how they want to manage their service for their customers.

Premiumcast does not manage the publisher’s payment nor take a percentage of what the publisher charges. Premiumcasts are simply a flat fee. The cost is $97 a month for the standard version and $147 a month for the unbranded version. The unbranded version means you can erase all mentions of Premiumcast on your feed and on your site, and make it appear 100 percent your own.

How to create a podcast that people are willing to pay for

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September 23, 2009

Duct Tape Marketing: Making Money from Podcasting

John Jantsch of Duct Tape Marketing

John Jantsch of Duct Tape Marketing

David SparkThis interview is part of my series “Making Money from Podcasting” (read summary “9 Successful Techniques for Making Money from Podcasting”) where I interview podcasters who are actually generating revenue from their podcasts. There are many techniques, and here’s one person’s tale of how he’s making money from podcasting.

Build your brand to sell your services

Duct Tape MarketingJohn Jantsch is a marketing and digital technology coach and author of “Duct Tape Marketing”, which is also the name of his podcast and his company. He started the Duct Tape Marketing brand, a template for small business marketing, about seven years ago and two years after that, launched his podcast. Jantsch is amazed how just having a show, even though completely unknown at the time and with very few listeners, gave him tremendous access to well known people and authors. It was a great way to make an introduction. He simply sent an email that said, “Interview request.” Not knowing who Jantsch was at the time, many well known people, including social media luminaries such as Seth Godin and Guy Kawasaki, agreed to be on his podcast. Those interviews initiated relationships that resulted in both Godin and Kawasaki contributing to Jantsch’s book.

Interview (Time: 9:51)

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September 21, 2009

Survival Guide Chapter 5: Podcasts, vidcasts and Webcasts

survival-guide-toDeltina Hay Here is part 5 of the series I will post over the next few months based on chapters from my new book, A Survival Guide to Social Media and Web 2.0 Optimization.

This book is meant to be a guide to building an optimized foundation in social Web for beginners and advanced users alike.

Chapter 5 of the book discusses in detail podcasts, vidcasts and Webcasts, including what they are and how to create and publish your own. This chapter provides tips for preparing a script and key terms, as well as tips for optimizing podcasts for search engines and podcast directories.

The following excerpts are from A Survival Guide to Social Media and Web 2.0 Optimization: Strategies, Tactics, and Tools for Succeeding in the Social Web by Deltina Hay

Creating podcast episodes

Preparing the Script and Key Terms

Below is a typical podcast script. You can get royalty-free music for your podcast episodes at a number of sites on the Internet, such as PodsafeAudio. Always make sure that the music you use is royalty-free and offered freely for use in podcasts, and give the author credit. This script outline can also be found on the resource CD. Continue reading

September 19, 2009

Pregtastic: Making Money from Podcasting

Royce Hidreth, producer of the Pregtastic podcast

Royce Hidreth, producer of the Pregtastic podcast

David SparkThis interview is part of a series “Making Money from Podcasting” (read summary “9 Successful Techniques for Making Money from Podcasting”) where I interview podcasters who are actually generating revenue from their podcasts. There are many techniques, and here’s one person’s tale of how they’re making money from podcasting.

Get your own sponsors

Pregtastic podcastRoyce Hildreth is the producer of the Pregtastic podcast, the weekly audio podcast by pregnant women, for pregnant women. While he works with Wizzard Media, a podcasting ad network, which can sell advertising for his show, he primarily seeks out his own sponsorships. Hildreth and I talked about how he goes about landing advertisers and what techniques work the best.

In general, advertisers want exclusivity on the podcast, and they want more presence than just a pre-roll ad or an in-show insert ad. Podcasting’s interactivity is often what attracts advertisers to the medium. The format allows for some give-and-take play with the hosts, and that adds dynamic value for the sponsor. It’s unlike other streaming media such as radio or TV, which are still often stuck on just selling interstitial advertisements.

Interview (Time: 12:44)

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Hildreth says he’s looking to build long term partnerships, ideally as long as a year. He wants to move beyond the simple CPM (cost per thousand) model and offer more value to advertisers such as putting employees on the podcast, and possibly produce videos of the sponsor’s products that would live alongside the podcast.

Beyond seeking sponsors, Hildreth also uses the begware model, which used to generate $150 a month in revenue. Unfortunately, and possibly because of the economy, that’s dropped to a much lower level. In an effort to bring those dollars back up, hosts have stopped saying the show is free and they’re now saying that the show costs a donation.

Hildreth doesn’t make much money from the podcast. The sponsorships and donations are only offsetting costs, such as Web hosting and hiring a baby sitter for when he and his wife need to go to the studio to produce the podcast.

Listen to my interview with Hildreth as he talks about maintaining the credibility of the content of Pregtastic while also seeking out sponsorships.

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July 30, 2009

18-year-old finds the podcasting formula

The Emo Girl Talk podcast from JD Lasica on Vimeo.

JD LasicaHere’s a 4 1/2-minute video interview I did with Martina Butler after her appearance on a panel at the Teens in Tech conference in San Francisco this past spring. (Now that my schedule is clear, you’re going to see a truckload of interviews from past weeks.)

Martina has been host of the Emo Girl Talk podcast for the past four years — since she was 14. That’s 183 episodes. What’s most interesting is that this has blossomed from a hobby into a popular young person’s lifestyle podcast with several corporate sponsors — enough to help Martina pay for her college tuition.

MartinaOn the show she talks about her life, her favorite bands (mostly indie-rock) and TV shows, and she and co-host Peter Jacobsen also offer tips on topics such as how to live a green lifestyle. About half of each show is devoted to answering audio comments from listeners who call and leave a message asking for advice or telling about their day.

Martina is not particularly tech savvy and has some help putting her podcast together, but says that other young people should feel daunted by the technology. It’s not that hard to do, and if you podcast about a topic that you love and that you find interesting, you’ll build an audience. “Even if you don’t get a lot of response right away, don’t give up, keep going,” she says.

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