« More: Looks Who's Podcasting Now. | Main | BizPodcaster Profile: Ronald Lewis - Interviews »

Podcast Advertising on eBay.
How much do you think podcast advertising is worth?

The market is all over the place at the moment. Nobody knows for sure where advertisers and podcasters will meet, and a lot of people are experimenting both with price-points and models. One model is good old eBay. Selling podcast advertising spots on eBay isn't new (heck, I've done it), but opening the starting big at $12,000USD is certainly new.

Tech Nation, one of IT Conversation's podcasts, is selling a month's intro and outro spot for $12,000. I tried to break that down into a per-download number, but the details of the auction make that pretty hard to do. There's a lesson to be learned here in how to speak to advertisers. If you were interested, would this information help you? (my comments in italics)
  • Sponsorship message in the intro and outro of programs published every Thursday (at least 10 programs)
    • TechNation publishes at least 10 shows each Thursday? Heck, that might be right but it needs more explanation
  • Audience reach:
    • more than 200,000 impressions. What's an impression when we're talking about audio?
    • more than 140,000 listens. Per show? Per the aforementioned ten shows? Per month? What are we talking about here?
    • In order to retain our non-profit IRS 501(c)(3) status our sponsors may not receive any “substantial return benefit” in exchange for their underwriting contributions. While this is clearly explained in the eBay post, if I was an advertiser this wouldn't sound very good to me. The whole reason I'm thinking of dropping $12 grand on advertising is specifically to get a "substantial return benefit"
I have no doubt that anyone advertising on TechNation is going to get a whole heck of a lot of exposure. I don't know if it will be worth $12,000 but that's not the point. The point is that I don't find a lot of good information in this auction. It's vague in places, and not very motivating with the return benefit bit.

When you're talking to advertisers about sponsoring your show. Give them hard numbers. Using words like "impressions" when talking about audio and giving listener numbers without any other quantifier just makes you look like you're trying to pull a fast one. Or at least it does to me.

If you don't know your numbers, be honest - give your best guess and maybe a rationale on how you came to that number. If you do know your numbers then state them clearly and quantify them with some other meaningful measure like "per show" or "per month" - whatever is more appropriate to your situation.

My prediction? This auction will close with no bids. See you in 7 days to check if I'm right!

6 Comments/Trackbacks

Thanks for the interesting read. Any predictions here Jon?

Hi Ellen,

Well, I made one prediction on the outcome of that auction - are you asking about a more general prediction on the outcome of podvertising in general?

If so, then sadly no. I don't have any grand insight into how the podvertising model will end up. I do believe, however, that blanket models won't cut it. I think that podvertising will end up with much like any other form of advertising where different models will serve different audiences. Entry level advertisers and podcasters will have to settle for less and more prolific shows will be able to command more.

In general, I think we'll be looking at two models. The 'pay per download' will likely work for the entry and mid-level stuff and the blanket fixed-fee sponsorship model will work for shows with higher audience levels.

That's all just thoughts though...

Thanks Jon, and that triggered my next idea when I read your posts.... We so need a model and I suspect you could formulate one! Hey, how's that for a dare....

This blog could be a place to try its parts out, but the old models cannot bring new results...

You said it better than me, and now we'll watch ....

Jon, A question you and Rich stirred in posts yesterday still has me going at http://www.brainbasedbusiness.com/2006/04/change_waiting_in_wings_of_you.html today. Any ideas?

I honestly don't know what creates impressive change. I have lots of ideas, but none of them have ever changed the landscape. If you ever figure out the formula, let me know :)

» $12K Podvertising Auction Closes from BizPodcasting
A while ago I wrote about an eBay auction for an advertising spot on the Tech Nation podcast. The opening bid was $12,000 and I predicted that the auction would close with zero bids. Turns out I was right -... [Read More]

Comments/Trackbacks are closed for maintenance.

« More: Looks Who's Podcasting Now. | Main | BizPodcaster Profile: Ronald Lewis - Interviews »


Related Resources

Advertise Here

sponsored ads


What's this?

Prefer Email?
Subscribe below-

Current News


Bookmark this Page
Write for us
About us
Network Map

Support This Blog



Know More Media - Internet / Ecommerce / Online Business

know more media network

View Network Map

Network Feed List (OPML)

  • Business
  • AManWalksIntoAnOffice
  • AnalyzeThisBusiness
  • BIZZspotlight
  • Business Overview
  • CoreCharacter
  • ItsBadBusiness
  • KnowMoreMedia
  • PRNewsBank
  • SistersInBiz
  • Workerette

we support unitus

Unitus - Global Microfinance Accelerator



Influencer: The Power to Change Anything

BizPodcasting is a member of the Know More Media network of business related blogs.

Here are some current headlines from some of our business publications:


  • Smish: The App for Managing Your PC Apps
  • Online Alarm Clock With Rooster Crowing Sound
  • How to Beat Monday Blues: Just Psyche Yourself + 1 Dark Tip


  • Webinar: Maximizing Your Success to Get a Job in the Industry
  • Call Center Philippines: Effects of the US Crisis
  • Foreign Executives Advise Us to Change our Culture


Unable to open template http://www.thebizofknowledge.com/index.xml, exiting