Scott Bourne makes a great point regarding advertising on Podcasts…

For some reason, many of the ad agencies I am dealing with have decided that they need only pay for “complete downloads.”

When I ask them if they only pay magazine publishers for ads when the magazine staff can prove the subscribers did a “complete read” of the magazine, they give me a blank stare.

When I ask them if they only pay television producers for ads when the TV staff can prove the viewers watched the “complete commercial,” they give me a blank stare.

I could go on, but you get the point.

Indeed I do, and the world is awash with examples of this with regards to new media versus old media.

Here’s the thing. People who have made their careers on the old media models are well and truly befuddled by the emergence of new media outlets as well as new business models. They have no idea how to adapt because most of them are stuck in ruts that don’t allow them to change. They also, in their every move, demonstrate a lack of understanding of how things work in podcasting. Scott makes another great point:

And lastly, since many podcasters front-load their shows with ads, it doesn’t matter if the listener downloads the entire show to the advertiser. All they should care about is having their ads heard.

Cha-ching!

(PS: I call him “The Boss” because I’m now doing the shownotes for the iLifeZone podcast, a Mac-Centric podcast focusing on iLife and digital media).

Technorati Tags: podcasting, business, advertising, scott bourne

This entry was posted on Monday, December 4th, 2006 at 11:40 pm and is filed under Obvious. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.