Case Study Takeaways

Outlined below are a number of key takeaways, gathered from across the above case studies, addressing four critical areas for podcasting: advertising, audience engagement, diverse revenue streams, and networks.

Advertising

• When a podcast’s numbers reach critical mass, a show can develop direct relationships with advertisers (and keep 100 percent of the revenue).

• A strong brand identity can ensure advertiser interest.

• CPMs remain malleable, especially when the advertising content is bespoke. CPMs need not be the only method of earning advertising revenue.

• Podcasting offers ways of experimenting with advertising and an opportunity to stand out from the online/mobile advertising sphere.

• Journalists must exercise caution when choosing sponsors if they are to maintain credibility. It’s possible to establish a line between editorial and advertorial, though ad quality may be sacrificed.

  Audience Engagement

• Podcasts can allow you to own a relationship with your audience and engage with listeners directly.

• Engaged, loyal audiences are more likely to support freemium models.

• Podcasts can be used to diversify content, providing another platform for reaching your consumer.

• Podcasts can add value to online audiences and brands.

• Live shows can be used to build audience/host community.

  Diverse Revenue Streams

• Podcasts can offer a way to diversify revenue streams, including direct support from audiences and subscription models that offer premium content.

• Branded content could be a viable way of earning advertising revenue beyond CPMs.

  Networks

• Audience growth remains a significant challenge, one which networks can help shows to overcome.

• If networks are to maintain talent, they must super-serve their creators.

• Outlets can tap internal talent as a way of creating new content.

• For publishers (particularly big name publishers) interested in producing podcasts, Panoply offers an interesting, low-risk way to enter the space.