Here is why advertisers like podcasts.

Advertising revenues for the podcasting industry are expected to reach 36 million dollars this year. The medium still has a long way to go to catch up with traditional radio advertisers, but there are several reasons why sponsors are finding podcasting an attractive place to spend their dollars.

1- Choice and Action. Listening to a podcast is "intentional", not "accidental". Unlike an AM/FM radio dial where listeners may scan for alternatives when they hear something they don't like, podcast listeners make a thoughtful action based decision when deciding which podcast to listen to.

2- Host Interaction. Many of the commercial spots heard on podcasts today are voiced by the host. Advertisers see value in the integration of their selling message in this manner, more so than a pre-produced thirty-second commercial.

3- Audience Acceptance. Listeners realize podcasts are a work of love generated by the host or a team of producers. They are willing to spend the time with, and are responsive to, commercial messages knowing that dollars spent on these spots make it possible for the continued production of the podcast.

Advertisers also appreciate the fact that their commercial message will not be third or fourth in a cluster. The typical podcaster inserts two commercial messages per episode and formats the program as follows:

Pre-roll Commercial 
Podcast Content 
Midroll Commercial (aptly titled as the spot appears halfway through the podcast) 
Podcast Content

Other than a grass-roots effort by the host, there are several companies that specialize in helping podcasters monetize their programs.

Midroll. Works with national brands such as HBO, Prudential, Dunkin' Donuts and others.

MediaLinx Marketing. Boutique firm specializing in the entertainment and education industries as well as corporate sponsorship.

Revolver. Specializes in podcasts appealing to the U.S. Hispanic community.

Panoply. National ad seller for well developed podcasts.

Higher Power Marketing. Per-inquiry based advertising.

Adopter Media. Full service ad sales media representation.

Podtrack. Connects podcasters with national advertisers.

In an effort to help podcasters establish and maintain a strong relationship with their audience. We recommend podcasters consider adding a custom app to their distribution strategies. Given the tens of thousands of podcasts on the big-box-apps, a custom app provides easy access to your programs reducing the steps required when an action based decision is made to listen to your podcast. The easier your podcast is to find, remember, and listen to, the faster your audience will grow into a brand capable of attracting advertising revenue. Historically, a stopping point for many podcasters interested in a custom app has been the cost of entry. Iglu Radio offers a low-cost alternative created by industry professionals who understand both the visual and functional audio requirements of a podcaster app. To learn more about our offerings and rates, please visit www.igluradio.com.

How much should you charge an advertiser to appear in your podcast? Larger more established podcasts can generate a CPM (cost per thousand) as high as $25. Even smaller podcasts are successfully charging a $15 CPM.

Have questions on what is the right strategy to boost your podcast's visibility? Contact us at info@radio-linx.com or 480-993-3150 for answers in a non-selling environment.

Iglu Radio Podcaster app 
A service of RadioLinx 
info@radio-linx.com 
480-993-3150

#podcasting #podcastadvertising #podcastapp #podcaster #podcasthost

Five Tips on How to Use Social Media to Promote Your Podcast

Five Tips on How to Use Social Media to Promote Your Podcast

Iglu Radio White Paper #4

OK, you have a podcast. How do you tell the world about it? As we have written in previous White Papers, most podcast listening is "intentional" versus "accidental". Unlike a standard radio dial where listeners may scan for alternatives when they hear something they don't like, podcast listeners make a thoughtful action based decision when deciding which podcast to listen to.

Social media sites offer an excellent vehicle to tell potential new listeners about your podcast. A presence on the more popular ones can enhance the visibility of your podcast, stimulate curiosity for your program, and attract new listeners.

According to eBiz.com, the most popular social media sites are as follows. We have added a few best practice thought starters on how to use each.

1- Facebook. Use Facebook to promote your latest podcast episode and encourage listener conversation. Provide relevant posts that visitors will want to Like and Share. Post pictures from the show and guests. Provide links where visitors can hear your program or download your podcast's app. Use hashtags when discussing content that may be of interest to others. The hashtag feature works within Facebook just like those on Twitter.

2- Twitter. Regular tweeting is a sign of an active, healthy media profile. If you only tweet once a week, or once a month, it is easy for people to forget about your podcast. Generate a daily Tweet showcasing interesting and different aspects of your program. Be sure to use a hashtag to highlight specific content to attract the attention of listeners with similar interests. Look at trending topics and hashtags and find a way to make a relevant connection to your podcast. Re-Tweet items of interest and, when appropriate, respond to others who interact with your Tweet.

3- LinkedIn. Connect with fans of your program by inviting them to connect with you on LinkedIn. As with Facebook and Twitter, send regular updates about your podcast. Keep it informational versus promotional. Join LinkedIn Groups compatible with the subject matter of your podcast and participate in online conversations. Start a group of your own. Create longer form Posts that stimulate deeper online conversation covering topics appearing in your podcast.

4- Pinterest. Pinterest is a social network built around engaging visual content. Users share visual images from the web, by “pinning” them on to a series of virtual PinBoards. Research what potential listeners of your podcast are pinning. Search under Keywords and Categories on the Pinterest Dashboard. Create boards with your podcast listener in mind. Set up your initial “Boards”. Choose topics or categories that mirror the subject matter of your podcast. Be creative with your Board Names but also keep “search” in mind. Pinterest Board names are searchable, so include key words. Pin across a range of Boards. Add pins gradually, and start new boards as you feel necessary. Start following users and/or individual boards that are of interest to you. By following and engaging with users repinning their content, you will begin to build your own tribe of followers.

5- Google Plus. As with all of the socia media sites, your profile and posts should be interesting and relevant to your audience. Sign up for Google Authorship and publish content of interest to your current and potential podcast listeners. Be sure any content you publish on your blog or website is linked to your Google+ profile. Add a Google+ badge to your content that will enable other users to share your blog or website content. Use Google Circles to organize your contacts

It is important that each of your social media sites have the same look and feel as your other online tools. This helps people identify your podcast and builds interest. Cross promote yourself on each of your social media sites. Give a call-to-action to your Google+, Facebook, Twitter, and LinkedIn followers to follow you on Pinterest, and vice versa.

Consider using a host specific custom app to house your podcast. A custom app can enhance the visibility of your podcast and serve as a strong destination point for your social media followers.

Many podcasters have shied away from developing a custom app simply because they did not believe they could afford one. Most cost thousands of dollars to create and the inexpensive ones are do-it-yourself templates that just don't have the polish required to help your brand shine in the digital marketplace. To help podcasters forge ahead with this aspect of their new media digital strategy, Iglu Radio offers a low-cost $99 solution designed to professionally put your podcast in this space. In addition to housing your podcast, the app seamlessly integrates with your social media sites. To learn more, please visit www.igluradio.com.

Have questions on what is the right strategy to boost your podcast's visibility? Contact us at info@radio-linx.com or 480-993-3150 for answers in a non-selling environment.

Iglu Radio Podcaster app

A service of RadioLinx

info@radio-linx.com

480-993-3150

Here us why the podcasting wave will continue to surge.

Here is why the podcasting wave will continue to surge. Iglu Radio White Paper #3

Edison Research publishes an annual report, The Infinite Dial, chronicling changes in media use among Americans. A few statistics in their latest study jumped off the page to catch our attention. One- Americans own fewer radios today. Overall, 79% of us have a radio in our homes. In younger adults, 18-34, the number owning home radios is just 68%, down from 94% eight years ago. Two- Smartphone ownership continues to grow. We are not at 100% yet (surprisingly), but 76% of Americans now own one. Among 12-24 year-olds that number comes in at 93%. With the group over 55, it stands at 51%. Three- Podcast listening is up. In America, 21% of the population listens to at least one podcast per month and 13% listen weekly. For those that listen weekly, the respondents say they listen to an average of five podcasts per week. Considering that the current interest in podcasting caught fire with the debut of Serial in December 2015, the medium's rapid adoption and penetration is really quite remarkable. When you layer in the fact that America's preference for an audio listening device is shifting towards smartphones, it is easy to conclude that one plus two equals the continued growth of three.

The online dictionary, Wikipedia, estimates there are approximately 115,000 individual podcasts in existence today. On the Mindset website, consultant Minter Dial estimates there may be as many as 150,000. That amounts to a lot of podcasters all trying to cram into iTunes, Spreaker, iHeart and others hoping to be found and heard.

With such a congested field, we believe podcasters should enhance their new media presence with their own show specific app. Podcasters such as Adam Carolla, Rick & Bubba, Dave Ramsey, On The House, Glenn Beck, Dr. Drew and countless others have stand alone apps providing audiences with direct access to their podcasts.

May podcasters have shied away from developing a custom app simply because they did not believe they could afford one. Most cost thousands of dollars to create and the inexpensive ones are do-it-yourself templates that just don't have the polish required to help your brand shine in the digital marketplace. To help podcasters forge ahead with this aspect of their new media digital strategy, Iglu Radio offers a low-cost $99 solution designed to professionally put your podcast in this space. To learn more, please visit www.igluradio.com.

Have questions on what is the right strategy to boost your podcast's visibility? Contact us at info@radio-linx.com or 480-993-3150 for answers in a non-selling environment. Iglu Radio Podcaster app A service of RadioLinx info@radio-linx.com 480-993-3150

Be Everywhere, But Own Your Own Shelf Space

Be Everywhere, But Own Your Own Shelf Space Iglu Radio White Paper #2

Talk with most podcasters today and you are likely to hear claims of being available on iTunes, Stitcher, Podbean, iHeart, Spreaker, and others. While we are firm believers of placing your podcast in as many places as you can within the digital landscape, we also understand the importance of owning your own shelf space. By way of example, let's talk about the White Castle hamburger. Once just a midwest burger phenomenon, Castle stores can now be found in Nevada, Kentucky, New Jersey, and others. The White Castle burger is also available in grocery stores like Whole Foods, 7-11, Walmart, Winn Dixie, IGA, and more. From a sales perspective, White Castle knows that when a customer walks into a Castle store, a burger will be sold. And if you've ever been into a White Castle store, you know you can't but just one. Conversely, a customer buying hamburger in a grocery store may or may not purchase a Castle burger. Castle doesn't own the shelf space and there are just too many well placed options to choose from.

Having a custom host specific app for your podcast puts you in control of your audience's listening experience. The app should contain a landing page with your logo, easy access to current and archive episodes, contact information, and links to your social media sites. Most importantly, a custom app is branded in your name making the app easy for you to promote and to be found in the app stores. Having this shelf space of your own also allows you to make autonomous business decisions regarding your podcast without having to solely rely on those made by others. Witness the frustration endured by podcast hosts on Live 365 when the company decided to close operations earlier this year.

Now let's circle back to our Castle example and imagine our hamburger shopper being a White Castle fan. Chances are, a favorable experience in the White Castle store predisposes them to the brand and increases the likelihood of making a purchase. It is in this same way that we believe a custom app should be an integral part of a podcaster's digital strategy. Just as with our White Castle scenario, podcast hosts with a custom app have an opportunity to enhance their brand with a pureplay application while improving recognition in the big-box podcast houses. And as we pointed out in our first white paper, advertisers appreciate the value of an audience that has had to make a thought based action when choosing a podcast.

In an effort to help podcasters create their own pure play custom app, Iglu Radio offers a low-cost alternative produced by industry professionals who understand both the visual and functional audio requirements of a podcaster app. To learn more about our offerings and rates, please visitwww.igluradio.com.

Have questions on what is the right strategy to boost your podcast's visibility? Contact us at info@radio-linx.com or 480-993-3150 for answers in a non-selling environment. Iglu Radio Podcaster app A service of RadioLinx info@radio-linx.com 480-993-3150

Should Your Podcast Have It's Own App?

Should Your Podcast Have It's Own App? Iglu Radio White Paper #1

Unless you are Adam Carolla or Marc Maron, chances are the majority of your podcast listeners found your program through social media, word-of-mouth, or by personal invitation. The fact is, most podcast listening that occurs today is "intentional" versus "accidental". Unlike a standard radio dial where listeners may scan for alternatives when they hear something they don't like, podcast listeners make a thoughtful action based decision when deciding which podcast to listen to. It is this very reason why advertisers find podcast audiences to be such an attractive sponsor vehicle.

We believe many of today's podcasters should reevaluate their "discover" strategy. While it may boost a podcaster's ego to be on one of the big-box apps with a million or more users, those apps also house tens of thousands of podcast hosts. With no reason for listeners to scan from one program to another, it can be very easy to get lost among the big names and myriad of others. This is especially true for smaller podcasters, those that are newly launched, and niche programs.

Listening to a podcast is a personal decision and podcasters could benefit by making access to their programs more individualized. One way to accomplish this is with a custom show specific app for your podcast. With an individualized app, fans can easily download your app from the Apple Store and listen at will from their smart devices. Unlike the big-box-apps, there are no menus of hosts to search through and no pop-up adds, just easy access to your podcast. A custom app can strengthen your brand and drive traffic to your social media sites.

Historically, a stopping point for many podcasters recognizing the advantage of a custom app has been the cost of entry. Many cost thousands of dollars to create and the inexpensive ones are do-it-yourself templates that just don't have the polish required to help your brand shine in the digital marketplace. In an effort to meet this podcaster need, Iglu Radio offers a low-cost alternative created by industry professionals who understand both the visual and functional audio requirements of a podcaster app. To learn more about our offerings and rates, please visitwww.igluradio.com.

Have questions on what is the right strategy to boost your podcast's visibility? Contact us at info@radio-linx.com or 480-993-3150 for answers in a non-selling environment. Iglu Radio Podcaster app A service of RadioLinx info@radio-linx.com 480-993-3150

Keeping Up with The Jones'

Podcasting has grown up!  The industry marque of those with a podcast reads like a who’s who in audio media—Adam Carolla, Dan Patrick, Kathie Lee, Carson Daly, Dave Ramsey, Jim Rome, Danny Bonaduce, Clark Howard, Dr. Drew, and many others.  The  iTunes’ Top 100 Chart features numerous podcasts that have become household names while enjoying millions of downloads—Serial, This American Life, Freakonomics, Invisibilia, and many others.

Gone are the days, or very well they should be, when podcast production involved little more than plugging a microphone into a computer’s USB port and a host with the need for a hobby.  A well-produced podcast can attract large audiences and the list of advertisers seeking to expose their products to this engaged audience continues to grow.  Advertising rates are averaging $25 per one-thousand downloads and for hosts with a growing audience base, those revenue numbers can quickly add up to real money.  We jokingly advise our clients that if they are just looking for a hobby to switch to gardening.  It’s a relaxing way to spend your free time.  However, if you are seeking to generate your share of the growing sponsor dollars being spent with podcasters, it may be time for a critical self-evaluation to ensure your program is keeping pace with industry leaders and the higher bar being set today. 

We studied a wide variety of today’s successful podcast. Without exception, the successful ones, those enjoying large audiences and robust advertising revenues had a few things in common. For this blog, we'd like to focus on two of those commonalities. Each of the podcasts we examined are entertaining or informative in a unique way, well produced, and the combination of the two elements foster an appeal creating an environment where the podcast is able to go viral.  Elementary school math aside, in this case, one plus one overwhelmingly equals three. 

Let’s undertake a self-evaluation and compare how your podcast measures against the higher standards that have led to greater expectations from the listening audience.

Star Power. By this we don’t mean a podcast host must have a nationally recognized name in order to be successful.  Rather, does your content and on-air style have star power? It helps if the subject of your podcast is one-of-a-kind, but given today’s crowded field, that could be challenging. Develop a unique approach to the subjects you cover. If your podcast is informative in nature, go beyond the typical host and guest interview format. If story telling is your passion, use sound drops and effects to help your listener create a visual experience. Rob Cesternino, host of "Rob Has A Podcast", masterfully combines a unique topic with high appeal (reality television) with an infectious personality to produce one of the industry's most popular podcasts. So much so, that Rob won two awards this year at the 2015 New Media Expo-- Peoples Choice and Best Entertainment Podcast. Listeners of "Serial" were no doubt drawn in by the podcast's use of sound, interviews, and music. Those tools helped to tell what was already an interesting story. 

Production Value. Today's audio-on-demand listener is more sophisticated than those generated by the niche oriented podcasts of just a few years ago. "Serial" is a wonderful proof of the concept, if you build it, they will come. Each episode begins with the announcement "previously on Serial" followed by excerpts from past programs. The show's music theme instantly becomes memorable after just a few listens. The use production elements throughout the program helps to maintain a momentum that compels its audience to come back for more, episode after episode.

To compete with established winning podcasts in these areas, our clients are encouraged to use the following check list when starting or upgrading their podcasts.

Content and Style  

Is my topic unique or is it commonly available?

How will my on-air persona best compliment this subject or help to tell a story?

Does every quest pass the "who cares" test?

What audio elements can help to keep my listeners engaged?

Will the subject matter and approach motivate a listener to share my podcast with others?

Showbiz Appeal

Does my show open immediately grab the listener?

What type of music intro and voice-over announcer will be used in the show open?

Is it appropriate to use bumper music coming in and out of commercial breaks?

Will soundbites and audio effects help tell my story or keep the podcast moving?

Is the technical quality, and that of my guests, comparable with higher-bar industry standards?

Does my show close compel the listener to come back for future episodes?

These are exciting times for producers of audio-on-demand content. Just as high quality original programming has changed the way viewers consume television, podcasting is now enjoying a new level of attention. Today's industry leaders are successfully combining compelling content, on-air charisma, and a touch of showbiz production resulting in high value podcasts that easily make the grade for becoming viral. Whether you are launching a new podcast or upgrading an existing one, these are industry best practices we can all learn from.


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About RadioLinx. RadioLinx Broadcast Marketing was founded in 1997 and specializes in syndication representation. RadioLinx Podcast Consulting assists terrestrial radio hosts and podcasters with the development of their digital distribution strategy and provides actionable consultation on how to grow a digital audience while enhancing the advertiser appeal of client podcasts. Contact RadioLinx at 480-993-3150, info@radio-linx.com,
 http://www.radio-linx.com/podcast-consultation.html.  

  

Radio and Podcasting - The Chase To Be Heard

If you have been waiting to make your syndicated radio show available in podcast form, industry news of the past few months should remove any doubt.

Edison Research- Americans listen to 21 million hours of podcasts every day.

Podtrac- Podcast unit ad rates average $25 per 1,000 downloads.

comScore- The ratings and research firm says a majority (52%) of digital time is now spent with mobile devices, not desktop.

Podcast One- Broadcast industry veteran Norm Pattiz launches podcast division.

CBS Radio- Launches new podcast network, "Play.It".

Radio veterans with a strong podcast platform- Adam Carolla, Laura Ingraham, Alex Jones, Charles Osgood, Dennis Miller, Art Bell, Alec Baldwin, Clark Howard, Dr. Drew,  Phil Hendrie, and many more.

Celebrity Networth- Adam Carolla Show reportedly achieves 250,000 downloads per episode and generates $14,500 in ad revenue per episode.

Serial- The most popular podcast in the world, fastest to reach 5 million downloads or streams in iTunes history, show averages 2.2 million listeners per episode.

If you are behind on the digital curve, catching up should be easy. In most cases, converting your terrestrial syndicated radio show to podcast form will require a few simple audio edits. Your show formatics and content have already been produced. As such, you are more than 75% of the way there.  Unless the advertisers of your terrestrial radio program are paying a premium to have their commercials aired within the podcast version of your show, replace them with unique podcast specific advertisers. This is an opportunity to double the commercial inventory you sell across both terrestrial and digital platforms. Create an eye catching podcast page logo tile and start promoting through social media, your show website, and on-air. Podcasting is on its way to becoming a mature media earning its place along side other media types that have experienced similar evolution. One only needs to take a look at consumer consumption of television to see where we may be headed. What percentage of your television consumption is with a DVR or on-demand services such as Netflix or Hulu?

The chase to be heard is on!  


RadioLinx Broadcast Marketing
info@radio-linx.com
480-993-3150
                                                                  _____________________________________________________________________________________________

About RadioLinx. RadioLinx Broadcast Marketing was founded in 1997 and specializes in independent radio syndication representation. With more than 25 years of industry experience on the broadcast and syndication sides of the industry, RadioLinx has successfully helped newly launched programs and veteran shows alike to establish and grow their station affiliate rosters. Over the years, RadioLinx has helped new start-up programs gain early acceptance in markets such as Seattle, Monterey, Portland, Tulsa, Albuquerque, and others. Conversely, RadioLinx has placed mature programming brands with key radio stations in Los Angeles, Phoenix, Sacramento, San Francisco, and more. RadioLinx's roster of services includes host consultation for podcasters seeking to grow the audience and revenue segments of their digital brand. In early 2014, RadioLinx introduced Iglu Radio, an audio on-demand app created for local terrestrial radio show hosts, podcasters, and Internet radio programs. Iglu Radio features a wide variety of audio content covering the environment, self-help, entertainment, business, arts, and more. To date, RadioLinx Broadcast Marketing has secured hundreds of station affiliates for its syndication clients in all regions of the United States. The Iglu Radio app has been downloaded in more than 25 nations and continues to grow in size and distribution.