New Comm Road
Monetization models in new media.
Guest hosted by Christopher Penn, who is normally found hosting the Financial Aid Podcast. Recorded from Boston, Massachusetts, USA and published for Tuesday, January 2, 2007.
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IN TODAY’S SHOW:
There are three models for making money in new media:
1) Audience to advertiser
2) Audience to service
3) Audience pays
Which model you choose depends on your goals. Fundamentally new media is still about media:
+ Communication
+ Entertainment
+ Information
One way or another, the audience pays the bills.
Who has what models?
+ Audience to advertiser – Podshow, Podtech, Feedburner, ad networks
+ Audience to service – Student Loan Network, corporate sponsors, targetcasts
+ Audience pays – Ze Frank, Ricky Gervais
What model is best?
+ What are you doing?
+ Audience to advertiser works pretty well
+ Driven by high volume
+ Audience to service works well too
+ Narrow focus means more work to gather audience and gain trust, but
can deliver impressive margins and returns
+ Audience pays — the jury’s still out on this one
How do you get started? Hit the NEW COMM ROAD MAP:
+ Determine your audience
+ Audience to advertiser – look for networks that are least restrictive
+ Audience to advertiser – look at affiliate programs, too!
+ Audience to service – you’ll know how to get this started
+ If you have a service, it needs a story – check out the recent thoughts on Managing the Gray No. 20 about brand
+ Audience pays – Audible.com, Blip.tv, Revver.com, and Ze Frank’s model
NEW COMM ROAD CITATION:
+ Podshow.com
+ I went to find CC Chapman’s new show, One Man’s Thoughts.
+ Where the devil is the RSS feed?
+ In fact, where is anything?
+ I ended up inspecting the page’s source code to get the RSS feed
+ How to improve it — make stuff obvious
+ CTA is the key to the kingdom
MUSIC:
+ From the Podsafe Music Network: Drive Away, by Matthew Ebel
+ From GarageBand.com: Still Holding On, by Rantings of Eva
* This show can also be found on Blubrry.
YOUR FEEDBACK:
- Leave your text and audio comments below this post
- Send us audio files or text e-mails to comments-AT-NewCommRoad.com
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Technorati Tags: Christopher Penn, New Comm Road, Ricky Gervais, Podshow, Ze Frank, Blip.tv, Revver.com, Audible.com, making money in new media
LISTEN:
Running time: 00:20:32
Direct download this episode, or listen using the player below!
7 Responses
C.C. Chapman
05|Jan|2007 1Well my experimentation certainly worked. I haven’t touched the site or said much about it because I was curious how people would discover it, subscribe to it and such. You certainly found what I thought might happen.
Anyone who is interested the feed is http://feeds.feedburner.com/oneguysthoughts
Thanks for checking it out.
Christopher Penn, Financial Aid Podcast
11|Jan|2007 2Thanks for having me on the show, Bryan!
Jason Van Orden
12|Jan|2007 3Chris mentions that in order to get people to pay for your content you have to have something unique that they can’t get anywhere else. I have to respectfully disagree.
As an online information marketer, I have found that people are willing to pay a premium for content even if they could find it elsewhere for free. This is true for many reasons:
* People want leadership. If you make yourself trusted source of information, people will pay to have you guide them and tell them what they need to know.
* Not everyone knows how to find the info for free
* Many people value there time and would rather pay someone to present the info in a filtered and organized way rather than go looking for it themselves.
Christopher Penn, Financial Aid Podcast
12|Jan|2007 4Interesting. I suppose a good part of my view is based on what I will and won’t pay for – which is an admittedly tiny sample size of one. For me, part of the process of acquisition of knowledge is the process of obtaining it. Having it handed to me is good in the short term to get something done, but to master a topic and extract maximum value from it, I personally find that I need to create, extract, or deeply study the topic at hand.
I’d argue that unique content could definitely command a premium price as long as the value was apparent.
In the end, it’s all about value, and you’re right that for some people, time is more valuable than money. For me, the process of knowledge very often has more value than the knowledge itself.
Thanks for the reminder that my sample size is too small!
Podcasting Underground | Podcasting Tips for Podcasters
11|Mar|2007 5[...] idea for this episode came from a conversation that started when I commented on Episode #22 of the New Comm Road [...]
New Comm Road » Blog Archive » NCR 024: Best uses of Technorati
12|Mar|2007 6[...] comments on Episode 23 and my interview with Grammar Girl + Jason Van Orden and Christopher Penn comment on Episode 22 and whether people will be willing to pay for content that could be available elsewhere for free + [...]
Financial Aid Podcast Daily Free MP3 Internet Radio » Top 5 Things You NEED To Know To Leverage AppleTV and iPhone in New Media
22|Nov|2007 7[...] for someone who’s not technically adept. You get one chance to get them to your content. See New Comm Road 22 and Managing the Gray 20 for more on these [...]
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