Finding prospective advertisers depends on what you’re podcasting. Keep in
mind you’re not like a small town radio station which is going after local
clients. You’re reaching the whole world so you’ve got to have that mindset. If
it’s music then perhaps you can advertise bands that have new CDs. If you’re
talk oriented maybe an author has a new book he wants to advertise. For the
time being you can forget the major advertisers such as GM or Proctor &
Gamble. Their advertising agencies haven’t caught on yet and they only buy
massive audiences. But you’ll probably be able to find a nice niche. Also keep
in mind that more than just iPod listeners are scouring the podcasting
listings. Advertisers are also checking things out and if they notice a
particular podcaster that is attracting large numbers of people, they’ll
contact you.
You probably won’t get rich doing this but you’ll cover your expenses and
have some fun. Also, it won’t happen overnight. But if you get established and
people begin to find you and like what they hear – they’ll tell others. And
don’t be afraid to suggest that in your podcasts. In time you might be surprised.
A few years ago who ever heard of “blogs?” More important, who cared? But now
they are almost mainstream. Just ask the President of CBS News in aftermath of
the President Bush scandal. In a few years podcasting could start to rival
traditional broadcasters for listeners. And you're able to do it for a fraction
of the cost of buying and operating even a small market radio station. It could
be an exciting and profitable time for podcasters. And, unlike traditional
broadcasters they won’t have to worry about the FCC. Watch out for Howard Stern!