Link: The Improbable Rise of the Daily News Podcast

Turns out there’s money in enclosure tags. Who knew? “In recent weeks, The Daily announced that it was becoming a national radio show. In doing so, it proved that scale can generate millions of dollars in new revenue, as well as (potentially) a hugely valuable spot on the national FM radio dial. That radio slot, in turn, will do wonders not only for The New York Times’ income statement, but also for its standing as a national brand. To put it another way: The Daily’s radio show won’t just make money on its own right, it will sell subscriptions to the newspaper and the website while doing so.”
Original source: The Improbable Rise of the Daily News Podcast

Link: Podcast Listeners Really Are the Holy Grail Advertisers Hoped They’d Be – WIRED

Early excitement around what Apple’s podcast analytics is saying about podcast listeners: “At Panoply, home to podcasts like Slate’s Political Gabfest and Malcolm Gladwell’s Revisionist History, CTO Jason Cox says that listeners are typically getting through 80-90 percent of content”
Original source: Podcast Listeners Really Are the Holy Grail Advertisers Hoped They’d Be – WIRED

Apple makes major podcast updates, tracking how much user’s actually listen

Apple said today that it will be using (anonymized) data from the app to show podcasters how many people are listening and where in the app people are stopping or skipping. This has the potential to dramatically change our perception of how many people really listen to a show, and how many people skip ads, as well as how long a podcast can run before people just give up.


Podcast market estimated at over $220m

As covered by Axios, in a report from IAM/PwC. As noted in the notes below the chart, these figures are based on a sub-set of the market, 20 advertising outfits. No doubt, they represent a huge part of revenue however. It’s hard to imagine that there’s many more millions in podcast advertising.

Also as highlighted by Sara Fischer:

Edison Research and Triton Digital estimates 98 million U.S. adults listen to podcasts.


Coté Memo #068: Are they really making $48,000 a month just talking about Apple?

Tech & Work World

Podcasting Rates

Brandon shared some podcast revenue estimates with me from the Hot Pod newsletter recently. I’m all for there being lots of money in podcasting, but they seem bonkers high:

Then there’s Standard Broadcast Co., independently produced shows that hang a banner under the same ad sales network. This includes three of the most popular tech podcasts: John Gruber’s The Talk Show; Marco Arment, Casey Liss, and John Siracusa’s Accidental Tech Podcast; and CGP Grey and Brady Haran’s Hello Internet. Those three programs have in the 80,000 weekly download range, and command a rack rate of $4,000 per ad slot ($50 CPM) with up to three ads per show, often sold out well in advance.

So, doing the math on this:

  • ATP will have 2-3 ads per episode. Let’s go bonkers and do 3.
  • ATP has 4 episodes a months, excluding holidays and such.
  • So: each episode would be (3 ads X $4,000) = $12,000
  • (4 episodes a month) X $12,000 = $48,000

Really? $48,000 a month?! Let’s half that: really? $22,000 a month?! Let’s 1/4 it! Really? $12,000 a month?!

I could go out and check rate sheets for various podcasts (see some at Standard), but I’m curious if these numbers seem high to y’all. Cracking the nut of pricing for “infrastructure” and “enterprise” podcasts has always been hard.

Back at RedMonk, we could paid about $2,000-$4,000 per “sponsored episode” (think of “native advertising” for podcasts before such a concept existed – we did a lot of interviews with early Puppet users, for example). I was once offered somewhere between $1,000 to $2,000 per episode for a podcast that I was wanting to start at 451 (thanks, you know who you are!); it got killed by 451 because they saw ads in podcasts as too close to commissioned work…or whatever.

Now that I’m in marketing, how would I think about paying for podcast ads? Well, we target Global 2,000 customers at Pivotal, so our deal size is large (we had 40+ customers in 2014 that accounted for almost $40m in bookings – you can do the math there for average deal size, and crimp it around a bit for a realistic distribution). This means that if I got just one “really good lead” from a podcast…I’d pay almost anything. If I’m looking to help create a $300,000 to $5m deal over the course of 1-3 years…what’s $3,000 here, $10,000 there? (This also throws some cold water on people who get freaked out about webinar, analyst, and other enterprise sales marketing price-tags: it’s because the end-goal is huge).

Still, it’s hard to know what good rates are. I’d love to hear what y’all think and what’s worked or not. You know, it’d be nice to get some revenue for my co-hosts and I for Software Defined Talk – and it’d also be good for any podcast deals we end up doing at Pivotal.

On another note: if the rates from Hot Pod are even half (or a 1/4th!) realistic, the independent analyst business model is looking even better if you can monetize a podcast.

For reference, here are weekly downloads of my podcasts (which are mostly Software Defined Talk at the moment):

Podcast stats, , as of 2 April 2015

You can check out individual episodes numbers as well. (And, check out the fancy chart styling in the preview version of Microsoft Excel for Mac!)

Quick Hits

Fun & IRL

No fun today, just work.