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:
This is a repurposed episode of The Podcast Reporter, where the original podcast episode was published on 4May2020. The reason we submit this for repurposing is that the subject is very heated now in conversation and action in the podosphere, with the Chinese virus-crisis now simmering down in the US — and with people now interested in both podcast networks and membership sites.
If your passion for podcasting has grown such that you want to join or even create your own podcast network, perhaps you should listen to the questions asked by Evo Terra, as well as listen to the experiences (the good, the bad and the ugly) from Daniel J Lewis (who did shut down his own podcast network that he started years ago).
My own experiences with podcast networks
Now, I have had experiences with the thought of joining a podcast network. In 2006 and 2007, I dipped my toes into the waters of joining what looked like a growing podcast network at Podango (this was the podcast company that had acquired Gigavox, the firm that created the Levelator in 2006). I wanted to be a part of what was called a “podcast station” (which was the category or genres of podcasts) called the Business Station. I wanted to include my flagship podcast at the time, Struggling Entrepreneur. And the sharing, the community and the financial benefits all seemed like a great beginning. However, I did have second thoughts about letting someone else run my show and own my RSS feed and content. So I decided NOT to join and just kept being on my own. And, by the way, I do not regret that decision, as Podango later went out of business in another year or two.
Then, in 2007, the podcast network bug bit me again. This time, I wanted to start a podcast network which I had temporarily called the “Content Creator and podcaster network.” This was going to be basically a membership site with 4 founders — one for the technical side of podcasting; another for the financial side of startups and podcasting; another for the marketing side of podcasting and its promotion; and my contribution, the personal productivity side of creating content and podcasts.
For this membership site, we even had a meeting which I had called. And I used the prior method of getting buy-in and commitment and dialog used by Tim Bourquin when he had founded the Podcast and Portable Media Expoin 2005. That is, I invited everyone to join me personally (at my expense for travel, lodging and meals) for a couple of days in Austin, Texas, so that we could discuss all day the creation of this membership site which would then create the network shortly after launch. In fact, we even had an attorney, who was himself a podcaster, join us via Skype to get the details of the contract which he would create for all of us to agree and sign as a commitment. Well, that meeting gave me an indication of how much CONTROL and OWNERSHIP and FINANCIAL EXPECTATION that podcasters desired. As a result, I saw that this arrangement would not suit all the parties involved — what seemed like an exciting discussion and proposal went down in flames when “the devil is in the details.” So we never gave the green light to create the contract (with legal fees of $1300 in those days), and we disbanded the idea. And the survivors were only two of us who started another podcast based on Finance for Startups (which has since podfaded).
What was obvious to me at that time, after some pre-investment expenses and time, was that podcasters were too much desirous of control and ownership of the direction. And this is only natural, since podcasting at that time was individually run, owned and managed by the solo podcaster. And these people were not used to SHARING any intellectual property or revenue with others, especially under contract.
So the notion of a podcast network or membership site was erased from my mind as a creator — and maybe one day I might join one already in session.
In this audio episode, Evo asks the most important questions: (1) What is it that you want to get out of the network?; and (2) what is it that you will be willing to sacrifice to belong in it?
He not only goes over what his own backstory was in creating his own network back “in the day” of 2004 and following, but also how a loose confederation of podcasters can be just a social club rather than a really serious podcast network (and he describes what should be in a podcast network from his point of view).
So the benefits vs. the contributions is a matrix that you should put together to evaluate an existing podcast network that you may feel compelled to join. Also, if you wish to start one, you should examine deep in yourself what you really want to get out of managing this type of organization and see if you have the talent and skills to do so effectively, without having the passion of podcasting be lost due to frustrations because of your potential lack of skills.
And Evo relates what, in his opinion, is really needed for a good podcast network today.
Now, the other example with some lessons learned comes from Daniel J Lewis of The Audacity to Podcast show. He describes how he put together his network shortly after he joined podcasting in full force — and also the end of his network, along with the reasons why he ended it.
In his recent episode called “Why we retired our podcast network,” Daniel mentions that he had clear-cut goals when he created his podcast network: “My goal was to bring together like-minded podcasters with high-quality shows to grow together through synergy, community, support, cross-promotion, and sponsorship.”
However, what seemed to me to be more or less a society of like-minded individuals with different podcast shows from different genres and possibly some unrelated themes soon grew into a long list of participating shows in the network, like the following:
The Ramen Noodle
Are You Just Watching
The Audacity to Podcast
Beyond the To-Do List
The Productive Woman
Christian Meets World
The Sci-Phi Show
Welcome to Level Seven
Under the Dome Radio
Podcasting Videos by The Audacity to Podcast
Inside the Podcasting Business
As you can see, this could appear to be a community of disjointed themes and topics, with possibly the intent to generate sponsorship, financial rewards from downloads and advertising, as well as cross-promotion. And Daniel then explains what things he did well in the network and what things that were done poorly:
Audience-relevant common theme
Full and consistent community
and you can listen to his audio podcast episode to get the details. Then he states why he retired the network, including the ability for him to focus on fewer things, as well as giving each podcaster more room to expand.
So Daniel’s experiences deliver some lessons learned about starting a podcast network, and I would suggest that you take these into account if you get the passion to go beyond your own podcast shows and want to start your own network.
Considerations for the podcaster about Podcast Network
As a podcaster, what passion can be driving you toward wanting to start a great podcast network? Will you have the time? Will the additional workload and timetables and schedules and management of the network be something you will embrace, as well as have time for? Will you have the necessary skills to manage your network? Will you have the right temperment for being in the network? And will the podcasts in the network be the right ones, or will they be a hodge-podge collection of your favorite podcasters and additional genres and other topics that might not relate well to some audiences? Will the network be governed by contract or by word-of-mouth agreements?
So, whatever your decision may be concerning podcast networks may be (i.e., either joining one or starting one of your own), we hope that these two audio episodes can give you enough food for thought to know what to expect both from the contribution side and the giving side to the network.
So we hope that your podcast show will be successful, whether it be a part of a podcast network or not.
Thank you for your attention
Copyright (c) 2021, Matrix Solutions Corporation and Daniel J Lewis of Theaudacitytopodcast.com and Evo Terra of Podcastpontifications.com and michaelandmike.com. All rights reserved.