646- The value of podcast networks

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In this episode of The Podcast Reporter Show, we focus on the possible value of podcast networks. This is discussed a bit in an article by Ashley Hamer in which the description and value of podcast networks are given, along with some of the more popular podcast networks today. The article is titled “What is a Podcast Network? Everything you need to know.”

The following sections are included in this article:

A definition of a podcast network: “A podcast network is a collection of podcasts under the umbrella of one company, which promotes those shows with a shared platform of advertisers.” Or another definition of it may be: “A podcast network is a company or organization that manages a group of shows. Sometimes they’re centered on a theme, like pop culture or politics, but often the only common thread is the network itself.”
A caveat: some creative control may be at stake for the podcaster in some instances, as the network negotiates the revenue contracts due to bulk advertisements for many shows.
How the networks help podcasts with their marketing and advertising: “…you may gain access to better sponsorship opportunities.”
They may offer production help;
They may help with audience growth, since they pride themselves on their protected audience already;
They offer cross-promotion on other podcasts;
A discussion on common requirements to join a podcast network, including metrics and cross-promotion duties, as well as agreeing to the revenue-sharing percentages offered;
But some benefits can be convincing– including taking the marketing and advertising “off your plate.” This includes identifying, contacting and negotiating with sponsors;
There are also benefits for the sponsor: “Some advertisers prefer to spread their investment across multiple podcasts, instead of making one large ad purchase on a single show.”
The sponsor may help you get discovered by a “warm audience.”
You can put more time and effort and energy into the creative process than advertising or administrivia;
However, you may NOT receive 100 per cent of the revenues from participating in a podcast network;
You may also have to “cede some creative control” in a network;
The author also gives some tips you may consider before joining a podcast network — including details on the revenue-sharing model, services provided, metrics used, length of a contract and early terminating consequences, as well as possible production services, etc.
And there is a list of 5 of the most famous podcast networks (including Wondery and iHeartRadio).

For newer and aspiring podcasters who have a key objective of monetizing their podcasts and growing audiences through cross-promotion, I would highly suggest this article for basic education of podcast networks.

Also, there is a past podcast episode that gives much detail and experience from podcaster Daniel J Lewis of The Audacity to Podcast show. This could be very important, since he was part of a podcast network in his early years (and was probably instrumental in setting one up). He tells the good, the bad and the ugly about podcast networks, just as he did when he created his “mastermind” group called PodcastersSociety. I would definitely suggest that you would educate yourselves by consuming those two episodes from his library of podcast episodes on The Audacity to Podcast show. The episode on podcast networks is located at:

https://theaudacitytopodcast.com/why-we-retired-our-podcast-network/:

We sincerely hope that you can be successful in joining (or, if you are bold enough) starting a podcast network, so that your show will grow and that you can monetize your podcasts to your benefit.

Thank you for listening and for your attention.