I need to know what models exist in radio stations (especially PUBLIC
radio stations/networks) for recovering costs in podcasting their
content.
     For instance: ... charging for content... having content
sponsored... paying their own way... etc.
     I am aware that it costs a lot of money for bandwidth, so I'm
looking for all the different models.

I am pricing this at the highest rate, and will tip an additional $100
for a completed project.

Hi! Thanks for the question.

Please take note that before providing a rating; please ask for
clarification if you will need further assistance in the answers I
have provided below.


Our first article provides a lengthy discussion about the revenue
models for podcasts. In fact it provides a good answer to your query.
However, at the end of this answer, I will also provide a link to an
article by the National Public Radio. It mentions there the specific
models used by public radio to get revenue from their podcast
materials.

1.) Sponsorships ? ?[Sponsorships are] a throwback to the Golden Age
of Radio when a single company would sponsor an entire hour of variety
programming. Such sponsorships might closely resemble TV product
placements where the ads become part of the content in some meaningful
way.?

2.) Advertising ? ?The term ?podvertising? has been created to refer
to advertising that is part of content that is then downloaded to
portable MP3 players.?

3.) Listener Donations
a. Pledgecasts ? Subscribers pledge to give donations.

b. Tip Jars ? ?Tip jars are often operated by a service such as
PayPal, that allows credit card payments or funds to be deducted from
a PayPal account.?

4.) Cooption ? ?Under the cooption model existing broadcasters
(including traditional radio and television) make podcasts of their
programming available. Often the motive behind the cooption strategy
is to promote and market their terrestrial station to iPod and other
MP3 device users.?

5.) Paid Subscription Models for Aggregators ? ?To illustrate how such
a pricing model could work, consider the case of Apple: Apple could
charge a flat fee enabling iTunes listeners to subscribe to a limited
(or unlimited) number of podcasts. Revenue from this could be split
between Apple and then proportionately between podcasters??

Note: This was done by National Public Radio (NPR) with Audible.

6.) Individual Podcasters Paid Subscription -  Podcast does not have
advertising but you have to pay a subscription fee to access the
content.

7.) Infomercials or Product Information Podcast ? ?There is a
significant advantage to this form of advertising because it provides
something extra to those consumers who are interested in the product
and who desire additional information.?

8.) Star Maker Machinery ? Provide a promotional vehicle to
personalities like upcoming celebrities, politicians, etc..

?Podcasting: A New Technology in Search of Viable Business Models? by
Sheri Croft, Jon Dilley, Mark Fox, Andrew Ratsema and Bob Williams
http://www.firstmonday.org/issues/issue10_9/crofts/#c5 


9.) Media Cross-Over ? Example will be newspapers providing
downloadable radio programs based on their content.

?Desperate to reach a more mobile audience, some newspapers are
turning to podcasting. A growing number now offer Internet radio
programs, sending stories from their pages to iPods and other
players.?
?Papers Turn to Podcasting, the Newest of Media? by Frank Langfitt 
http://www.npr.org/templates/story/story.php?storyId=4673646 


10.) Utilizing Free and premium Channel Downloads ? Much like how you
buy premium content from newspaper websites. Just like the model for
the Wall Street Journal website.

?Podcasting Profits? by Tom Taulli
http://www.forbes.com/entrepreneurstechnology/2005/09/14/podcasting-blogging-internet-cx_tt_0914straightup.html


-------------------------------
As you can see most of the models above can be applicable to public
radio as well. The NPR website had an article which provides an
insight on how such models are specifically used by public radio
podcasts.

National Public Radio Models:

1. Gateway Sponsorships ? ?There are 'gateway' sponsorships that are
10 seconds long, and there are interior sponsorships, within the
podcasts, that are also 10 seconds long. That's our standard, on-air
model. We apply the same rules to podcasts."

2. Reach and Frequency ? ?In short, by aggregating the podcast
listenership, NPR can offer sponsors some real bulk in what is an
audience with a great deal of disposable income.?

3. Listener Comments Broadcasts (Future Model?) ? It will be like a
supplemental show based on listener comments. This is an interesting
idea.

?It doesn't escape us that 25,000 people are out there podcasting, and
probably many of them are our listeners and want to react with us in
some way."

?Stern says he expects NPR to start curating its own Web site podcasts
and to allow listeners to comment on the content in some fashion.??


?NPR: The 800-Pound Podcaster? by Tony Sanders
http://www.insidebrandedentertainment.com/bep/article_display.jsp?vnu_content_id=1001390951


Search terms used:  
podcasting podcast business revenue model

I hope these links would help you in your research. Before rating this
answer, please ask for a clarification if you have a question or if
you would need further information.
                                                          
                              
Regards,                              
Easterangel-ga                              
Google Answers Researcher

---

Request for Answer Clarification by rservice-ga on 16 Nov 2005 12:45 PST

This is a good start. Could you find some case studies and success
rates for how other public radio networks/stations are using some of
these models?

---

Clarification of Answer by easterangel-ga on 16 Nov 2005 14:26 PST

Hi again! 

Google Answers Researchers respond based on the scope of the original
question. Based on your early question, you were looking for revenue
models for podcasting and the things that apply to podcasts of public
radio stations. Based on this I can say that the requirement has been
met.

Anyway I still tried to find something for your clarification. I can't
find any study on success rates at the moment. And probably the reason
is that this technology is just taking off and experimentation is
still being done with the models I have discussed above. The industry
is still in its infancy and cannot at this time provide the needed
insight on which business model we can consider as a success. It is
true that podcasting has been around the past few years but it is just
now that companies and organizations are noticing it and seeing the
potential of this medium. We may have to wait a few more months or
even a few years before anyone can make a detailed study and show what
model is the most effective in certain instances.

I hope this will be of help.

Thanks!

---

Request for Answer Clarification by rservice-ga on 01 Dec 2005 19:47 PST

Easterangel,

I've given this a lot of thought before I've rated you... I'd like to
ask you to work with me on this project. For a top-priced question, I
was hoping to work with a researcher. Sometimes that involves some
back and forth. I think you'll find that my past payments on here
indicate that I don't take advantage of researchers.

---

Clarification of Answer by easterangel-ga on 01 Dec 2005 22:16 PST

Glad to have you back rservice-ga! 

I did not mean by my statement that your clairification was meant as a
way to take advantage of researchers. If I did come off in that manner
then I apologize.

What I meant to say is that in your original question, I did not see
the requirement for a case study. Your question was actually
specifically crafted to find about the different kinds of business
models for podcasting. If a case study was specifically there at the
outset, I wouldn't have touched the question for fear of making a
mistake.

Anyway enough of that as I will try to provide what you want. I still
can't find a study specific to public radio but here is a study in
June 2005 about the Podcasting market. The author says that due to the
fast changing podcating market models, by the time you read this, it
will probably obsolete.

"Podcasting White Paper"
http://www.mommycast.com/files/Podcasting_Marketing_Media_Business_WhitePaper.pdf


In November 2005, WTMD, a public radio station conducted a survey for
their podcast. The survey was not a scientific one just wanting to get
a feel of a  very young podcasting market.

"WTMD's Podcasting Survey"
http://technology360.typepad.com/technology360/2005/11/wtmds_podcastin.html

I still would like to reiterate that podcasting is still a very new
service. A service that even pioneer podcasters don't know what to do
with it and everybody trying to analyze if this is just some fad.
Studies within such a short time will naturally be absent. I expect
though to some studies to come by nex year but would doubt the depth
and accuracy of such an undertaking since this is amarket in its
infancy.

In light of this rservice-ga, how do you want me to proceed due to the
absence of major studies out there. All I see at the moment are
comments mostly on blogs trying to decipher what business model is
truly effective.

Thanks again for the follow-up and for giving me a chance to explain.

Regards,
Easterangel-ga