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Monetizing Podcasts and Videoblogs June 13, 2007

Posted by Michael in Business, Technology, Viral Marketing.
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StreamingMedia.com has an excellent and informative article on turning podcasts and videoblogs into a successful business model:

Monetizing Podcasts and Videoblogs

It discusses how podcasts and videoblogs rarely become money-making businesses unto themselves, but are more likely co-opted as part of an overall strategy to act as lead-ins to other forms of media — really, they are the ultimate in targeted, niche marketing. As such, they are a means to an end, not an end unto themselves. Understanding that has big ramifications for marketers.

The article’s conclusion states:

“A recent Washington Post article quoted David Sifry, CEO of Technorati: “Several hundred bloggers earn enough to make it their full-time job . . . about ten thousand bloggers are earning money as a secondary source of income, and about a million others, such as authors and speakers, use their blogs as marketing tools to generate income indirectly.”

Well, there you have it. A few hundred bloggers (some podcasters and videobloggers no doubt included) have quit their day jobs. A few thousand are pulling in extra cash. But the other million are still using their blog as just one part of their overall strategy.

Podcasts and videoblogs are fundamentally blogs, and obey the same physics, including monetization strategies. In the end they are just another way to deliver content—but they are uniquely suited for “narrowcasting” messages. And in this narrowcast, podcasts and videoblogs can deliver ad messages deeper into the audience. But any business built around podcasts and videoblogs has to start with the fundamentals: Compelling content that can be exchanged with an audience for their attention.”

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