Frank Barnako of MarketWatch has a story and a short podcast featuring Ara Derderian and Braden Russell, producers of HDTV Podcast. Both podcasters produce a weekly podcast which is a mix news about high definition TV hardware, new programming service and reviews of home theater equipment.

With monthly audience of about 25,000 people, they should be making money with it. But they’re not. Or choose not to for now.

Derderian describes their audience as those who want to know about the latest and greatest, seeking about what’s the best to buy. Marketing and public relations people are eager to send them equipment or demo budget for review but they are not the same people who place ads, according to Russell.

Those companies often do not have the advertising budget (for podcast), but want to have free press and publicity.

“When we make contact about their advertising, it just kind of falls flat. We either don’t hear back, or they don’t know about podcasting,” Derderian said.

In order to attract advertisers, they have to build complete audience profiles. Those information are required to make educated decision before placing ads.

Understanding number of downloads and audience, geographic location and gender are barely enough, according to Murgesh Navar, CEO of Podbridge.com. A knowledgeable ad representatives is required to find and educate clients.

Although being independent, the HT Guys had opportunities in the past to run ads, but turned down the offers.

Why?

Because they understand their audience.

Podcast listeners are interested and keep listening for a specific reason. They want information. And if the HT Guys could have complimentary commercials alongside their podcast, they will jump on the opportunities.

Placing unrelated ads will only disappoint current listeners. Podcast advertising is not TV advertising. The audience expect and should get HDTV and HDTV only.

I would say regarding earning revenue from the podcast: the time will come.

First, podcasting will become more common. Those who didn’t know podcasting will hear it everywhere very soon.

Later after advertisers the potential of podcast advertising, they will flock to have their ads on the show. Especially if we keep the number of audience in mind.

Way to go, HT Guys.

Source: MarketWatch.
Read also: Marketing with Podcast.

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