Can a podcast advertising network help you rake in the dough?

The following is an edited excerpt from Podcasting for Profit. This is our third and final excerpt from Leesa Barnes’ recent book.

By Leesa Barnes

Many podcasters choose to add their podcast to an advertising and sponsor­ship network instead of seeking these types of deals on their own. For sim­plicity, I will use the term podvertising network to refer to directories that buy and sell advertising or sponsorship deals on behalf of podcasters. Podvertising networks are powerful because they make many small squeaks sound like one booming voice. Individually, the numbers that each podcast carries may not make media buyers bat an eye. For example, my podcast audience for Podonomics stands at 5,000 and this may not be attractive to anyone except me. However, if there were a hundred technology podcasts, each with a podcast audience of 5,000, those numbers would cause media and ad buyers to clamor over each other for a piece of the pie.

Cali Lewis, coproducer and host of Geek Brief TV, and her husband who also coproduces the show, left their full-time jobs in January 2007 as a result of belonging to a podvertising network called Podshow. Lewis has no desire to seek advertising or sponsorship deals on her own:

One of the reasons is that it is a full-time job in itself. That takes contacts, the know-how, and experience that I don’t have. I didn’t go to school for that. That would take up so much of my time that I could use instead to work on the show. So, that’s one of the reasons I chose Podshow to handle that. I will handle my show and I will make it the best show I know how.

These podvertising networks represent a variety of themes, topics, and podcasters. Some will need you to sign a paper contract that’s faxed or emailed to you after your applica­tion is approved. Most have a much looser acceptance policy. All you need to do is fill out a form asking for your contact information, podcast details, and audience information and click on the button where you accept the terms and conditions. In all cases, once you’re in the network, you then wait for the opportunities to come your way. Payout is done either by check or via PayPal.

At this point, your only require­ment is to ensure that you update your podcast frequently. Most podvertising networks will not police you, nor send out emails reminding you to update your content. The onus is on you as the producer to ensure that you’re deliver­ing fresh content on a regular schedule. One of these networks, Blubrry, sends out an email to its network of podcast­ers whenever they receive short cam­paigns. Blubrry will request that only those who will have new content in the next three, five, or seven days take part in the campaign. Some podvertis­ing networks will remove you if you go 30, 60, or 90 days without any new content. It pays to update your content on a regular schedule so you don’t miss out on opportunities.

Curious to know which podvertising networks you should consider joining? Whether you plan to launch a video or audio podcast, here’s a sampling of podvertising networks that buy and sell advertising on behalf of the podcasts that are in their networks. Most of the networks listed here not only share advertising and sponsor­ship revenue but also offer tools to let podcasters publish, promote, and listen to podcasts.

PodShow

Founded in 2004 by Adam Curry and Ron Bloom, PodShow aims to:

Help people to podcast and publish their podcasts, and to help listen­ers to find podcasts that suit their interests. It also plans to use the marketing potential of podcasts by allowing advertisers to find the podcasts their target audiences will listen to and allow those podcasts to put commercials on their pod­casts and receive money for it.

PodShow features some of the oldest and most popular podcasts, such as The Daily Source Code with Adam Curry, The Dawn and Drew Show, Managing the Gray with C.C. Chapman, and Soccergirl. Although those signed under PodShow are sworn to secrecy and can’t reveal the details of their contracts, what is known is that some owe their financial success in podcasting to PodShow. Both Cali Lewis, host of Geek Brief TV, and Julien Smith, host of In Over Your Head, reported that they live off the income they receive through PodShow without having to rely on being employed full-time by someone else.

Podtrac

Podtrac offers podvertising services to both podcasters and companies that want to advertise in them. Podcast pro­ducers have to fill out a lengthy form that asks for the name of the podcast and how often it’s updated, among other questions. Podcast producers are encouraged to ask their audiences to fill out the Podcast Audience Survey, developed by Podtrac. The data col­lected through each individual podcast is used by Podtrac to tailor advertising that meets the needs of the advertiser and to help the advertiser reach the right audience. Podtrac doesn’t insert ads without the podcast producer’s knowledge. [The producer] can turn down any offer or ad for any reason. Podcast producers receive 35 percent commission through Podtrac.

Blubrry

Blubrry is a social podcasting commu­nity that connects podcast producers, advertisers, and anyone looking for great independently produced content. Podcast producers benefit from joining a network that negotiates advertis­ing deals on behalf of the collection of podcasts. Advertisers benefit from the wide variety of choice and new content. There are two features that set Blubrry apart. First, podcasters get 70 percent of the revenue from ads that appear in their podcasts. This is the highest among all podvertising networks [that we know about]. Second, if you intro­duce Blubrry to an advertiser that even­tually signs a deal with the network, you’ll receive a 10 percent finder’s fee.

Podango

With Podango, you can become a station director and manage a col­lection of podcasts that all have the same theme. Station directors earn 10 percent of all ad revenue generated by their stations, as well as a 50 percent commission on any podcasts they pro­duce. My own podcast, Podonomics, belongs to a station on Podango called Podcast Mastery that is managed by Jason Van Orden, author of Promot­ing Your Podcast. Podango also offers unlimited hosting, as well as podcast production services.

Blip.tv

Called by Fortune magazine “media on the cutting edge,” Blip.tv is a video podcasting service that offers free hosting for video podcasts. Founded by Dina Kaplan, Justin Day, and Mike Hudack, Blip.tv will meet with media buyers and negotiate sponsorship deals if you have a hit show. Revenue is split 50-50 between the content producer and Blip.tv.

Revver

Revver is a video-sharing platform on which video podcasters can upload their video for free and share it with others. As people share your video with each other, you make money based on how many people view your video. Ads are placed at the end of your video and the revenue is split 50-50 between the content producer and Revver. Those who share Revver videos can make some money as well. [If you share] someone else’s video, Revver will pay you 20 percent and split the rest with the person who created the video.

Talkshoe

Talkshoe allows podcasters to produce and share interactive podcasts. The host creates a show, invites people to listen and interact live via a chat tool or telephone, and the recording is pro­duced to be played back later. Talkshoe lists a schedule of upcoming live shows on its front page to drive more listeners to individual podcasts. Podcasters make money two ways with Talkshoe—by being hosts or by referring a host. As a host, every time someone listens to, downloads, or subscribes to your podcast via Talkshoe, you make money. When you refer a host, you get a 25 percent referral bonus.

This list is just a sample of the pod­vertising networks that exist. New ones are being added regularly to the Podcast­ing for Profit companion Web site, so check there regularly for updates.

Watch Out for the Fine Print

When signing up with a podcast network, it’s important to be aware of the fine print. While all podcast networks will support you and your podcast goals, you may be surprised at how much you’re giving away just for the privilege of using their service to distribute your content and make some money. I’m not a lawyer and if you have any concerns about the terms and con­ditions, run it by a lawyer first before signing up. In most cases, however, hiring a lawyer may be overkill, so here are some things to be aware of:

» Owning the content you create. Otherwise known as exclusive rights, whoever holds these rights owns the content. [If a podvertising network wants] exclusive rights to all content you upload to their service, go some­where else. This is similar to a courier service telling you that they now own the vase you’re sending to your great-aunt just because you’re using their distribution service. Make sure the podvertising network explicitly tells you in its terms of service that you own whatever you upload to its server. If it’s not spelled out, ask.

» Requiring you to use only their feed and podpage template. On the one hand, this is a good thing consider­ing that most podcasters want to get up and running quickly. Also, you won’t have to log in to several different areas to read your stats or upload your content. The drawback is that if you decide to go on your own, the podpage and feed created by the podvertising network will be deleted or put into an inactive state. That means you’ll need to create your own blog and feed, and then figure out a way to redirect your fans to your new spot so they continue to get your new episodes. What’s convenient in the short term may become messy in the long term, so just double-check that you can create your own feed and pod­page separate from the one created by the podvertising network.

» Insisting on any type of exclusivity. If the terms state that you can’t join another network or that you can’t negotiate other advertising deals on your own, think long and hard before joining. There are so many income possibilities in podcasting and you should have the freedom to explore other advertising deals, whether on your own or with another podvertis­ing network. Look for podvertising networks that allow you choices.

All the podcast networks Ilisted here and in the companion Web site will let you review their terms before you’re officially part of their network. The good news is that the people who run these networks are more than accommodating and will answer any questions you may have.

Advantages vs. Disadvantages

As we look back, there are many advan­tages and disadvantages to pursuing your own advertising deals or letting someone else do it for you. Whether you’re like Lewis, who chooses to let Podshow bring those deals to her, or if you’re like [Andy] Walker [cohost and coproducer of Lab Rats TV], who seeks them on his own, here’s a snapshot of the benefits and drawbacks to each approach. The table above illustrates that an advantage with one opportuni­ty is a disadvantage on the other side.

LEESABARNES is author of Podcasting for Profit. She helps individuals and businesses make money using pod­casts. Visit www.podcastingforprofitbook.com to download a free chapter. You can order the book online at New

MediaTycoon.com.