We mentioned in the last episode that advertising rates don't work for more podcasters trying to make a living with podcasting. Today we are looking at advertising from a different angle. That angle is to make an ad to run on other podcasts. After all the listeners of these shows are already listening to podcasts. So when you find a podcast that has an audience who should like your content, you might approach them and see if you can advertise on their show.

The Movie Strategy

While the movie Field of Dreams promises, "If you build it he will come," that is not true for podcasts. Just creating the podcast is only part of podcasting success. You need to promote it. Gary Arndt of the Everything Everywhere podcast follows what I call the "Movie Industry Business Strategy." That is:

• Make the best content you can.
• Spend are large amount of your budget on marketing your movie.
• Hope the audience tells their friends.

Gary makes a good point. If the studios spent millions on promoting the Avengers movie (that was a sequel that everyone was waiting on), how do you expect to get any traffic without marketing your show? 

Places You Can Buy Advertising

I did a long-form interview with Gary on the School of Podcasting.

Podcast Addict Overcast Buzzsprout Ads Spotify Ads Podbean Pocketcasts Castbox Fountain.fm

You can track the activity and traffic using a tool like Switchy.

Ready To Start Your Podcast?

Along with step by step videos, a private podcasting mastermind, you get unlimited one-on-one consulting at the School of Podcasting. If you want to "Pick my brain" you can have Dave In Your Pocket.

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy