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Published on: 4/20/2006
Last Visited: 4/20/2006
"Selling advertising can subsidize cost of podcasting," says Chandresh Shah, director of marketing and sales at Click and Buy."If you decide to get fancy, you might spend thousands of dollars producing professional-quality podcasts.So you might get advertisers to subsidize that cost by selling spots [of advertising]."Asking other companies to advertise to support your product may at first seem counterintuitive, but Shah says such cross marketing can be very effective."For example, say I have a business helping people collect payments on the Internet.If I want to show merchants how to maximize revenue on the Internet, I can produce a series of podcasts on that topic," says Shah."And, if I want to sell spots on the podcast, I could allow Visa [for example] to advertise."In essence, you are promoting a symbiotic relationship with an advertiser, while collecting some revenue, he says.
Another way of offsetting costs is to charge site visitors a fee to listen to podcasts.That can be accomplished through a subscription model, where you deliver the podcast to the subscriber via e-mail, or on a pay-per-use basis.Consultants, for example, could make use of this type of set-up.Shah advises a small monthly subscription rate, say US$10, if you are confident you can produce "shows" on a regular schedule."Commit to doing this on a regular basis.
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"All you have to do is be creative in positioning your knowledge of the area of your expertise," says Shah.Also, short and sweet is generally the way to go, he says: "These should not be more than 10 minutes.We're not talking about producing a radio show...
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