A quicky but goodie, sent to me from my good friend Shawn (get a blog, a Twitter, or something already!!!)
It highlights a few things – first, that NPR has leveraged podcasting to increase their ad revenue from $18m in 2002 to $46m in 2007.
Not to mention, there is room for independents, too. Wizzard says their network of 30+ podcasts is work $100m – and $300m if you include the streaming content.
In short, no one can say this is a record-in-your basement game anymore. It’s serious business. Multi-million dollar business, with access open to smaller publishers.
This AdAge piece brings up great points – that there is a large market for podcast advertising, and that in fact, podcasting your content can increase it’s audience.
As the TV networks have seen with video on demand and streaming video, they risk decreasing the size of a live audience that can be sold to an advertiser at a higher premium for the sake of making content available to consumers whenever they want it.
But the experience of ESPN’s “Mike and Mike” may change some minds. Traug Keller, senior VP, ESPN Radio, said the popular talk duo’s ratings on the 350 ESPN Radio stations actually increased after their show was made available on iTunes, XM and Sirius satellite radio.
Technorati Tags:
Advertising, Monetization Strategy, Wizzard, NPR, AdAge, Podcasting
