Podcasts are an entertainment medium/forum about subjects that I am passionate about and engaged in. These shows – I think – make me smarter, more informed, cooler and I can listen to them very easily on Mobile devices – when I have the time to listen. I can learn about modern architecture with 99% Invisible while walking my dog. I can dig deep into the story of Jonestown with Sword & Scale while vacuuming my home. I can start to learn to be a better entrepreneur and business leader on my morning commute in my car. The very successful podcaster John Lee Dumas calls this type of podcast listening the “ AUTOMOBILE UNIVERSITY.”
It’s personalized, uncensored and emotional radio shows – but on my terms.
WHY WE EXCITED BY PODCAST AS A MARKETERS
- A sort of “alternative advertising”
- Great way to find niche markets and tribes
- Very few barriers for making a decent show by anyone or a company – or from an upstart studio (DEEP FRIED STUDIOS DOT COM … WINK WINK)
- With Apple and Google adding AD BLOCKERS to their browsers and iOS environments add a great advertising work around these new technologies.
- Producing an average podcast costs far less than producing a TV show or a radio show
- The advertising rates on a successful podcast are big enough to pay for the costs many times over.
- Podcasts can charge higher ad rates because of the personal nature of the single-host format — as an advertiser, it’s far better to have “Serial”‘s Sarah Koenig reading your copy out loud than to burst in with a prepackaged ad that nobody will pay attention to.
Combined with the trends of on-demand audio and connected cars, these tools have made it possible for people like Roman Mars and Alex Blumberg (whose podcasting start-up has raised more than $1 million to date) to make a living doing podcasts. And the advertisers who aren’t paying attention to long-form audio storytelling might soon be convinced to give the genre another look.
“Radio has been saved the disruption that has happened to other media. It’s been frozen in time for 50 years,” Alex Blumberg said. “Now that everyone is walking around with a radio in their pocket at all times, and now that all cars are going to be connected, the form can flourish again.”
(Source: New York Magazine)