Podcasting is NOT a digital regurgitation of radio, although many try to shoehorn podcasts into a radio format, because the radio business is what they understand. However, podcast content is different. Distribution is different. Listener consumption is different. Monetization is different.
Every now and then, podcast listeners tell me that they’d gladly donate a few dollars each month, if only the sponsored content would go away. I get that. It’s a nice thought that listeners would support the content they find valuable and subscribe. It’s also a nice thought that the sum total of subscription revenue would pay the bills. Sadly, neither of those things are true.
You will find moments of joy and wonder as a podcaster. But, podcasts produced regularly and worth listening to are a lot of work — a job. If you don’t love it, you’ll find yourself easily distracted. You’ll skip a week. Then another. And the next thing you know, you haven’t put out a show for over a month, and you’re wondering why you should bother picking it back up.
In my role as co-founder of Packet Pushers, I do some amount of sales and marketing of the show to sponsors. Our philosophy of sponsorship is very simple. The audience knows when content is sponsored. Period. We don’t hide it. We don’t disguise sponsored content as non-sponsored content in the hope that the audience doesn’t …