Monetizing Podcasts

Recouping cost on those audio files

[Mr_N]

What with Podcasts seeming to be one of the new fads emerging these days, I was wondering just how much research has been done to figure out how to make money off the things. They can be pretty hefty in the bandwidth department, and depending on what you're trying to do with the Podcast, putting one together can take up a fair bit of manpower. I've found a bit of research looking at subscription models, and inserted audio ads as methods to monetize podcasts, but I thought it might prove interesting to delve further into this topic considering how quickly the medium is gaining in popularity.

In my field, I just don't see a subscription model working for podcasts. If it can't be had for free the vast majority of visitors look for the product, or something similar, at another site. I'm also skeptical about inserted audio ads. There are places trying to get off the ground that would provide ads in a manner that seems quite similar to CPM networks like Tribal Fusion, or Fast Click, where site owners put faith in the company to provide relevant adverts in with their content (though sadly the ads tend to be largely made up of emoticon and punch the monkey adverts). Sure, the ads could be taken in-house, but either way sites would have to stream the podcasts, since downloadable ones would allow listeners to skip ads the same as one might with a Tivo, thus listeners can't keep the file on their computer to listen to at the drop of a hat.

Anyway, what do you guys think of these podcasts, and their potential for profit? Is it doable, or another fad doomed to die?

[hannamyluv]

I don't think that podcasts are doomed to die, but that's because I think more mainstream areas that already have a solvent revenue stream see them as a sort fo value added thing. Something that can be used to build a better listener loyalty.

As far as a stand alone podcast, that remains to be seen. I think that your nest bet to monitize would be to do an insert ad. They click to download and they then would have to see an ad in an inline popup before the download begins. Many of the places that serve up video clips already do this and I could see it working for podcasts as well. They still get the podcast for free but they have to take 3 extra seconds to see an ad first.