podcasting: downloading content, uploading dollars.com daniel anstandig, mcvay media reed bunzel,...
TRANSCRIPT
Podcasting: Downloading Content,
Uploading Dollars
.com
Daniel Anstandig, McVay MediaReed Bunzel, American Media Services
Holland Cooke, McVay MediaJennifer Lang, WFAE Radio
.com
.com
Podcasting
.com
.com
Podcasting
- Mp3 audio downloads of talk, hosted music program, or special interest program.
- NOT individual mp3 downloads of music.
.com
Podcasting
.com
Podcasting
.com
.com
Podcasting
From Bridge Ratings
.com
Podcasting
.com
Podcasting:
Download Content,
Upload Dollars
NAB Radio Show
Sept. 26, 2007
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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:
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
Things To Consider About Your Podcast:
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
Things To Consider About Your Podcast:
•What do your listeners really want?
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
Things To Consider About Your Podcast:
•What do your listeners really want?
•Stop thinking they want what you think they want.
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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.
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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?
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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!
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
In A Media-On-Demand World, What CanYou Offer To Your Listeners That’s
Different?
•Content that is pertinent
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
In A Media-On-Demand World, What CanYou Offer To Your Listeners That’s
Different?
•Content that is pertinent
•Content that is relevant
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
In A Media-On-Demand World, What CanYou Offer To Your Listeners That’s
Different?
•Content that is pertinent
•Content that is relevant
•Content that is fresh and can be obtained nowhere else
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
In A Media-On-Demand World, What Can You Offer To Your Listeners That’s
Different?
•Content that is pertinent
•Content that is relevant
•Content that is fresh and can be obtained nowhere else
•Content that is perishable, so there is value in coming back tomorrow and the next day
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
In A Media-On-Demand World, What CanYou Offer To Your Listeners That’s
Different?
•Content that is pertinent
•Content that is relevant
•Content that is fresh and can be obtained nowhere else
•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
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
So…What Sort Of Programming Has ValueTo Your Listeners?
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
So…What Sort Of Programming Has ValueTo Your Listeners?
•“The Inside Scoop”: What goes on in the studio when the audience isn’t listening.
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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.
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
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
When Developing Your Podcasts, Keep These Elements In Mind:
How much time will your audience have to listen to your podcast?
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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?
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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?
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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?
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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?
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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?
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
Now…How Do You Monetize Your Podcasting?
Generally speaking, there are four different models that can generate revenue from podcasting:
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
Now…How Do You Monetize Your Podcasting?
Generally speaking, there are four different models that can generate revenue from podcasting:
Advertising
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
Now…How Do You Monetize Your Podcasting?
Generally speaking, there are four different models that can generate revenue from podcasting:
Advertising
Sponsorships
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
Now…How Do You Monetize Your Podcasting?
Generally speaking, there are four different models that can generate revenue from podcasting:
Advertising
Sponsorships
Subscriptions
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
Now…How Do You Monetize Your Podcasting?
Generally speaking, there are four different models that can generate revenue from podcasting:
Advertising
Sponsorships
Subscriptions
Online Sales
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
Subscription Services
In a new media world where free content is king, use caution when considering a subscription model. Remember your competition:
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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
Other regular daily purchases
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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
Other regular daily purchases
The Local Movie Theater
American Media Services-Internet LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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 LLC, 1311 Chuck Dawley Blvd., Mt. Pleasant, SC 29464
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.
Three ideas:1.Infinite Inventory,
Proven Promotion.2.Homo Sapiens’
favorite toy?3.Bear-hug YouTube.
Three ideas:1.Infinite Inventory,
Proven Promotion.2.Homo Sapiens’
favorite toy?3.Bear-hug YouTube.
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
Talk Radio Programming
Choose one:“Best of Ben”WORST weekend
Talk Radio Programming
“Best of Rush”“Best of Sean”WORST weekend
Talk Radio Programming
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
easy.
Have youhugge
d a
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 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 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 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 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.
“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.
“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 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 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!”
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 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 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 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.”
Chris Walus, GSM, WDEL/WSTW, Wilmington
“My on-air inventory is finite...”y online inventory is infinite.”
Chris Walus, GSM, WDEL/WSTW, Wilmington
“My on-air inventory is finite...my online inventory is infinite.”
Chris Walus, GSM, WDEL/WSTW, Wilmington
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
Homo sapiens’ favorite toy?
The mirror!Examples?
MySpace, YouTube, eBay, Survivor, American Idol
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
easy.
“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 = $$$
• It’s robust. Video files are big. YouTube can take a
punch.
• Embed a viewer on your page, users don’t leave
your site.
• Viral apps (Share with a friend, Post to your blog,
etc.).
• Built-in, credible measurement.
• You reach THEIR cume too!
• GREAT way to test keywords.
• “Cachet”
Bear-hug YouTube• It’s FREE. Video files are big. Bandwidth = $$$
• 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”
Bear-hug YouTube• It’s FREE. Video files are big. Bandwidth = $$$
• It’s robust. Video files are big. YouTube can take a
punch.
• Embed a viewer on your page, users don’t leave
your site.
• Viral apps (Share with a friend, Post to your blog,
etc.).
• Built-in, credible measurement.
• You reach THEIR cume too!
• GREAT way to test keywords.
• “Cachet”
Bear-hug YouTube• It’s FREE. Video files are big. Bandwidth = $$$
• 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”
Bear-hug YouTube• It’s FREE. Video files are big. Bandwidth = $$$
• It’s robust. Video files are big. YouTube can take a
punch.
• Embed a viewer on your page, users don’t leave
your site.
• Viral apps (Share with a friend, Post to your blog,
etc.).
• Built-in, credible measurement.
• You reach THEIR cume too!
• GREAT way to test keywords.
• “Cachet”
Bear-hug YouTube• It’s FREE. Video files are big. Bandwidth = $$$
• 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”
Bear-hug YouTube• It’s FREE. Video files are big. Bandwidth = $$$
• It’s robust. Video files are big. YouTube can take a
punch.
• Embed a viewer on your page, users don’t leave
your site.
• Viral apps (Share with a friend, Post to your blog,
etc.).
• Built-in, credible measurement.
• You reach THEIR cume too!
• GREAT way to test keywords.
• “Cachet”
Bear-hug YouTube• It’s FREE. Video files are big. Bandwidth = $$$
• 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”
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”
Podcasting: Downloading Content,
Uploading Dollars
.com
Daniel Anstandig, McVay Media
Reed Bunzel, American Media Services
Holland Cooke, McVay Media
Jennifer Lang, WFAE Radio