September 28, 2009

Premiumcast: Making Money from Podcasting

Paul Colligan, CEO of Premiumcast

Paul Colligan, CEO of

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, 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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