I was talking to a writer for IAAPA's Funworld magazine today about podcasting, which got me to thinking about the benefit of doing so.
One of the obvious questions about it in general was about monetizing the show, and that's an area that a lot of people still struggle with. Audience measurement aside, it's hard to price and pitch audio advertising. I'd love to recover some of the cost of the audio equipment I've purchased, certainly, but I'm not sure there's a direct way to do that, for the moment anyway.
That said, there are a lot of secondary benefits, like the attention it creates from press, in this case. Overall, the show creates brand awareness that leads to traffic. Traffic continues to rise, which is pretty incredible considering the site has gone relatively unchanged in three years. Traffic doesn't equate to income the way it used to, but there's still some value in having more people show up.
It's weird how podcasting keeps growing and growing, and that it took so long to grab hold in the first place. I suppose it's because of the wide deployment of broadband now, but I was putting audio and video on the Net in 1998.
No comments yet.