Mark Blevis

There’s been debate about monetizing amateur content and digital channels since the advent of democratized digital media. Most of what we’ve seen over the last few years is content creators and advertisers using traditional advertising models on new channels.

I was reminded of this when completing the Podcast Listener Preference Survey posted by Adele McAlear and Donna Papacosta. They ask participants to share expanded thoughts at the end of each section, including the section on advertising and sponsorship.

Here’s what I said.

Podcasters worth their salt and who understand the importance of their audience will work with advertisers to create an ad that is consistent with the show’s vibe and approach to communication (rather than flying-in a 30 second spot provided by the advertiser).
There’s nothing wrong with advertising so long as the new digital channels aren’t treated in the same way as traditional ones.

Besides, I’m much more likely to buy into a sponsor with a host who says “Brand X has been very supportive of my show and is helping make it possible for me to produce this show on a consistent basis. I’d be grateful if you consider their y-product next time you’re on the market for one” rather than a canned ad, played or spoken.

I should have pointed out that I will definitely consider a product or service the host loves and raves about — whether they’re paid to or not. Audiences can tell the difference between genuine praise and contractual obligations. [update: Also, I don't mean to suggest that podcasts MUST embrace advertising and sponsorship. These are my thoughts for those who are considering or have decided to go that route.]

The Catfish Show did it best when, in 2006, they were sponsored by HBO to help promote (the now long-cancelled comedy) “Big Love”. Bob and Cat worked the ad into their regular content format when Bob pulled out a guitar and tackled the key points of the ad in an apparently impromptu song. It felt in place.

Online communities emerge out of the relationship that develops from valuable content and the authentic voice. The audience needs to know that the advertiser/sponsor has been welcomed by the host for value-based and authentic reasons or the host will gamble away the trust of the audience.