Reason #100 why I can’t lead a business.
October, November and December are big months for podcast advertising and we have been fortunate to have a number of baked in ads, feed drops, and our first campaign across all our audio inventory. We upgraded our hosting to Libsyn’s expensive enterprise plan specifically to take advantage of their digital ad insertion software which we need to be able to serve ads for larger campaigns.
We’ve been advertising our own products fairly consistently for almost a year but host read ads have been sporadic and not enough of a revenue generator to start paying a salary. Our call to actions for our listeners have been slow and strategic – we wanted to make sure that this model worked for them and we wouldn’t have a mass exodus. Until now we have had no push back from them.
The new campaign ads are different. Though the script was carefully crafted, and produced to be as relaxing as our stories, the pre roll is there to listen to before each and every story. The only escape is to press the forward button.
The email and messages have already started protesting the changes. Which bothers me and has me considering whether or not this is the correct approach for us. It feels like there is nothing worse than disappointing your listeners, especially when they are children. Yet, this campaign accounts for almost a 1/3rd of our yearly income and without 2-3 of these a year podcasting as a stand alone activity will be not be viable. We’ve had the longest runway imaginable and it’s now time to see if we can continue.
I dislike this focus on money and how it interferes with making nice things.