What's Attracting Sponsors in 2024? (Live from PodSummit YYC '24!)
10/09/24 • 58 min
2 Listeners
It used to be that podcast downloads were the main data point podcasters would use to track their growth. The thinking was, get X amount of downloads per month and sponsors will jump at you with wallets full of cash. While that may have been the way back in the day, today's success metrics looks a lot different when it comes to podcast success.
In this special live recording of In & Around Podcasting from PodSummit YYC 2024 in Calgary, Alberta, Canada, Danny is joined by Kattie Laur and Tim Truax to talk about how you can take advantage of them, and reframe your thinking and discussion around monetization and sponsorship.
Takeaways:
- The podcasting industry is evolving, and metrics should extend beyond just downloads.
- Engaged listeners are more valuable than sheer download numbers when seeking sponsorships.
- Indie podcasters should focus on local sponsorships to create meaningful monetization opportunities.
- Understanding your audience's engagement can help shape your content and sponsorship strategies.
- Value for value models allow listeners to support creators without traditional sponsorships.
- Experimenting with different ad formats can improve listener retention and engagement rates.
Companies mentioned in this episode:
- Bumper
- Captivate
- Apple
- Spotify
- Acast
- Douglas
- AG1
- Buy Me a Coffee
- North Bay Echo
- Canadaland
Our guest co-hosts this week:
Kattie Laur
Kattie Laur is an award-winning, freelance podcast producer and writer based in Brantford, Ontario. She has a life-long love of public radio, and has been clinging to the podcasting space since 2013. As both a professional and independent podcast creator, Kattie’s insights have her keenly focused on making the Canadian podcasting ecosystem sustainable, equitable and world-renowned. Kattie writes the biweekly newsletter for the Canadian podcasting ecosystem, Pod the North. Pod the North’s regular readers include many media excutives from the likes of CBC Podcasts, Spotify and Apple Podcasts. She is currently also working on her debut podcast, Canardian, in association with her newsletter coming Spring 2024.
Links to interesting things from this episode
- PodSummit: Canada's Podcast Event
- Funding Opportunities - ISO-BEA
- SCOOP: A look at the Canadian podcast sponsorship economy.
- Are hyperlocal podcast networks replacing local media?
In & Around Podcasting is a podcast industry podcast brought to you by Mark Asquith and Danny Brown.
If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!
If you're an independent creator who would like to co-host with us, please let us know via Twitter and we'll get you booked!
Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.
If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.
The podcast is also available at In & Around Podcasting.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
It used to be that podcast downloads were the main data point podcasters would use to track their growth. The thinking was, get X amount of downloads per month and sponsors will jump at you with wallets full of cash. While that may have been the way back in the day, today's success metrics looks a lot different when it comes to podcast success.
In this special live recording of In & Around Podcasting from PodSummit YYC 2024 in Calgary, Alberta, Canada, Danny is joined by Kattie Laur and Tim Truax to talk about how you can take advantage of them, and reframe your thinking and discussion around monetization and sponsorship.
Takeaways:
- The podcasting industry is evolving, and metrics should extend beyond just downloads.
- Engaged listeners are more valuable than sheer download numbers when seeking sponsorships.
- Indie podcasters should focus on local sponsorships to create meaningful monetization opportunities.
- Understanding your audience's engagement can help shape your content and sponsorship strategies.
- Value for value models allow listeners to support creators without traditional sponsorships.
- Experimenting with different ad formats can improve listener retention and engagement rates.
Companies mentioned in this episode:
- Bumper
- Captivate
- Apple
- Spotify
- Acast
- Douglas
- AG1
- Buy Me a Coffee
- North Bay Echo
- Canadaland
Our guest co-hosts this week:
Kattie Laur
Kattie Laur is an award-winning, freelance podcast producer and writer based in Brantford, Ontario. She has a life-long love of public radio, and has been clinging to the podcasting space since 2013. As both a professional and independent podcast creator, Kattie’s insights have her keenly focused on making the Canadian podcasting ecosystem sustainable, equitable and world-renowned. Kattie writes the biweekly newsletter for the Canadian podcasting ecosystem, Pod the North. Pod the North’s regular readers include many media excutives from the likes of CBC Podcasts, Spotify and Apple Podcasts. She is currently also working on her debut podcast, Canardian, in association with her newsletter coming Spring 2024.
Links to interesting things from this episode
- PodSummit: Canada's Podcast Event
- Funding Opportunities - ISO-BEA
- SCOOP: A look at the Canadian podcast sponsorship economy.
- Are hyperlocal podcast networks replacing local media?
In & Around Podcasting is a podcast industry podcast brought to you by Mark Asquith and Danny Brown.
If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!
If you're an independent creator who would like to co-host with us, please let us know via Twitter and we'll get you booked!
Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.
If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.
The podcast is also available at In & Around Podcasting.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Previous Episode
Are Top Podcasters Correct About Podcasting's Biggest Challenges?
In a recent article on Hollywood Reporter, top podcasters like Rachel Maddow, Bill Simmons, Josh Lindgren and more shared their take on the biggest issues facing podcasting. These included visibility, podcast apps, lower advertising, and more.
Join Danny and guest co-host Dan LeFebvre as they dissect the article and review each viewpoint.
Our guest co-host this week: Dan LeFebvre
Host of Based on a True Story, the podcast that compares Hollywood with history.
@basedonatruestorypodcast on Instagram
Links to interesting things from this episode
- Start Your Podcast Today - Worry Free - School of Podcasting - Learn "How To Podcast" with Podcast Coach Dave Jackson
- Goodpods 🎧 | Discover, Play & Share Your Favorite Podcasts
- Apollo Pods | Best Podcast App for Fiction Lovers
- Wondery acquires New Heights with Jason and Travis Kelce
- What The Hollywood Reporter Got Right & Wrong In Its Latest Podcast Story
- Podcasting's Biggest Challenges? Maddow, Simmons, Charlamagne Weigh In
In & Around Podcasting is a podcast industry podcast brought to you by Mark Asquith and Danny Brown.
If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!
If you're an independent creator who would like to co-host with us, please let us know via Twitter and we'll get you booked!
Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.
If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.
The podcast is also available at In & Around Podcasting.
Mentioned in this episode:
Introducing: Life's 2nd Act
Life's 2nd Act: a podcast journey into finding direction and purpose. This is the podcast that delves into the transformative phase of mid/later life, exploring its challenges, new directions and uncertainties that come with it. We do that through talking to people who have a story to tell and insight to share, or a snippet of something special. Sharing stories, exploring dilemmas and seeking solutions together.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Next Episode
AI in Podcasting: Enhancing Creativity or Threatening Authenticity?
As Artificial Intelligence continues to be ever more present in podcasting, discussions and conversations have appeared online at an equal rate on whether this is a good or bad thing for the podcasting industry.
Does it make life easier when it comes to creating content, or does it run the risk of making podcasting redundant through an increased lack of originality?
Join Mark, Danny, and guest co-host Liam Heffernan as they dissect the article and review each viewpoint.
Our guest co-host this week: Liam Heffernan
Links to interesting things from this episode
- Independent Podcast Awards
- Em @Verbal Diorama: A Film History Podcast (@VerbalDiorama) / X
- Verbal Diorama
- Scarlett Johansson’s OpenAI clash is just the start of legal wrangles over artificial intelligence | Artificial intelligence (AI) | The Guardian
- Apollo Pods | Best Podcast App for Fiction Lovers
- How Can Podcast Discoverability Be Improved: The Ultimate Podcast Puzzle - Ear Worthy
- Does AI Need Regulation in Podcasting? - In & Around Podcasting
In & Around Podcasting is a podcast industry podcast brought to you by Mark Asquith and Danny Brown.
If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!
If you're an independent creator who would like to co-host with us, please let us know via Twitter and we'll get you booked!
Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.
If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.
The podcast is also available at In & Around Podcasting.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
In & Around Podcasting - What's Attracting Sponsors in 2024? (Live from PodSummit YYC '24!)
Transcript
It's not just for the geeks and OGs, this show's for those in and around podcasting.
Hello and welcome to another episode of In and Around Podcasting, the industry show that shares powerful podcasting perspectives. I'm your host, Danny Brown, and I'm running solo today. Mark, my regular co host is not here, and there's a really good reason for this because we're coming live from PodSummit YYC 2024 in downtown Calgary, beautiful Alberta,
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