Navigating Podcast Monetization and Unions

Transcript

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Ask the Podcast Coach for August 31st 2024.

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Let's get ready to podcast.

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There it is.

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It's that music.

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That means it's Saturday morning.

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It's time for Ask the Podcast Coach, where you get your podcast questions answered live.

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I'm Dave Jackson from theschoolofpodcastingcom and joining me right over there.

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Right over there, he is the one and only jim cullison from the average guytv.

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Jim, how's it going, buddy?

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greetings, dave.

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Happy saturday morning to you.

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Happy labor day weekend.

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Here in the united states it's a holiday.

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That doesn't mean what you think it means no, I remember it was funny when I was growing up.

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I had a cousin who had a child on labor day and I was like, well, that's a whole different kind of labor for Labor Day.

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But I got a cousin out of the mix, so that was kind of cool.

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But yeah, labor Day, well it's basically to me, isn't it just like somebody's going to have sheets on sale, something like that?

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That's kind of what it's turned into.

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No-transcript.

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We're all working.

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America workers sweat trucks beer yeah.

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And beef and beef.

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You know it's well actually before we get into that, let's get out of that uh, you know it's well.

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Actually, before we get into that, let's get out of that.

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You know it's not a labor hoisting your your coffee and filling it up with a mug.

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So, filling it up with a mug, yes, filling your mug with a cup of hot java, and of course, that hot java is brought to you by my friend, mark over at podcastbrandingco, remember, yes, mark can do artwork for you.

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That's absolutely stunning, it's beautiful, it makes you look super pro, and he's been doing.

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I think he's got somewhere between 500 and a thousand different artwork under it.

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But he can also do things like pdfs.

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He can do, uh, business cards we talked about that.

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He can do an entire website.

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If you want to see a website, go check out, well, the real brian show or congressional dish, or many others he's.

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The beautiful thing about mark is an entire website.

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If you want to see a website, go check out, well, the Real Brian Show or Congressional Dish, or many others.

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The beautiful thing about Mark is not only is he an award-winning graphic artist, he's also a podcaster.

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So you don't get that whole.

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Well, it's kind of like a radio show, but it's like for the internet.

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No, you don't have to do that.

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Mark understands podcasting and he wants to know is like what is show about, what's the vibe, and then let him do the marketing part and the graphic part so he comes up with artwork that not only makes you look professional but totally matches your show and gets your branding in alignment.

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If you want to look good, there's only one place to go, and that is podcastbrandingco.

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Tell him dave and jim sent you yeah, make sure you tell them that we sent you big thanks to dan lefav over there.

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Based on a true story that cup up again.

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Sorry, that's the best cup in america right here.

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We should have a.

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We should have a cup day.

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Where you get to, you get the day off.

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We big thanks to dan.

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We over there right now saving mr banks if we're talking about based on a true story this week Saving Mr Banks, krakatoa, east of Java that was an exciting movie.

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And From Hell you would not want to have been at Krakatoa when that thing went off, that's for sure and From Hell, available for you today.

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If you need another podcast to listen, to check that one out From a podcasting standpoint, listen to dan's production on this.

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This.

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He does a really nice job.

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Just if you're looking for different ways, maybe to produce, this time based on a true story, podcastcom.

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Dan, thanks for your sponsorship you know I love our chat room.

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I had an idea where we're gonna go.

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I have a first question, kind of thing.

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Dr came with something and I was like I don't know that we've ever talked about this.

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So thanks dr.

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Down there in nashville she says there's talk about unionizing podcasters, or at least the production part of podcasts.

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What's your take on that?

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well as appropriate labor day conversation.

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That's awesome.

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Yeah, as a member I still.

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I don't think I've paid dues since I was probably 22.

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So 30 plus years as a member of the UFCW who took lots of money in union dues.

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When I was a grocery bagger, slash manager, slash of a grocery store.

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My store got bought and we went that's okay, it's in the contract right here.

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If you buy the store, you buy the people.

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And when our union rep came in, he goes, yeah, that's okay, it's in the contract right here.

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If you buy the store, you buy the people.

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And when our union rep came in, he goes, yeah, that's been tried in court.

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And we're like, yeah, and he goes, yeah, it's yeah.

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And I was like what am I paying you for?

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So I'm not anti-union, I'm just saying yeah, I still have a bitter taste in my mouth it didn't work.

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It didn't work.

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I still have a bitter taste in my mouth.

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It didn't work.

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It didn't work.

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Yeah, great idea, didn't really work.

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For that I know if you are in Las Vegas where you have to use union workers.

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Back when I was the head of podcasting at the New Media Expo, it cost $300 to move a chair.

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That is not made up.

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That is not exaggerated.

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Because the guy's like, hey, I'm like hey, we got four people on a panel up.

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That is not exaggerated.

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Cause the guy's like, hey, I'm like hey, we got four people on a panel.

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We got three chairs.

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I'm like I need another chair.

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He goes, are you sure?

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And I'm like we can't have the person stand for the 45 minutes for their presentation.

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He's like all right, and so he came over late.

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He's like how'd?

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that chair work and.

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I'm like great Thanks, and he's like cost us 300 bucks and I was like you, our kiddies like nope, because it was a get for me.

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unions are made for to end things like child labor and unworked.

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They protect workers for sure.

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Yeah, so I can.

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Yeah, I know there are um the ringer.

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Right, there's that famous sports guy who I can't remember.

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His name is something bill fitzsimmons.

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No, bill sim, I don't know.

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Ringer, they organized a union.

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There are unions in podcasting, but it's usually on big networks that are probably in New York, you know.

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So I don't pay the worker what it's worth.

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I think competition right now, especially in the editing space, where there are just tons of everybody and their brother that's done more than two podcasts, is now a podcast consultant or slash editor, slash producer, you know, uh, with, with, literally with, like four episodes under their belt, like dr's been in this for years, probably three to five, something like that.

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I'm not talking about dr, I'm talking about that, but I don't know, jim, what are your thoughts on unionizing?

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Do we need a union?

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This is such like.

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This is one where I'm begging you to leave your comments down in chat on YouTube.

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We'd love to hear some of your comments.

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This is a very charged conversation.

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There's some folks who are very pro-union and some who are very anti-union.

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It doesn't seem like there's very many who fall in the middle on these kinds of topics.

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I think generally and I can't say if I'm pro or against it one way or another I think there's probably certain situations where they work, some probably where they don't.

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To your question, does podcasting need one?

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I don't know.

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To be honest with you, I don't know what the benefits would be.

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To be honest, unions generally, generally these are general statements they generally fight for balanced wages in some ways right.

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In other words, you're getting they.

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They can generally protect low-paying, dangerous jobs, right, some of those kinds of things.

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They can do some collective bargaining, right?

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The NFL has a union, that right.

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You think about that.

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The players are in a union in the NFL, so it can do some good things.

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I think they can do plenty of bad things too.

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Does podcasting do any of them?

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I don't know, dave.

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That's a really I don't know if there would be enough of a push Like.

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Podcasters tend to come pretty independent.

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They don't want to be told what to do, they don't want to pay, they want.

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They don't want to pay Patreon, much less union dues, right, or they don't want to pay for a host provider.

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In some cases, somebody's going to take 15% or 20% in union dues or whatever.

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However, that works I've never been in one so I don't know.

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But yeah, so, yeah, I don't know.

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Yeah, one of the big media groups did this and then laid off about half their workforce.

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Yeah, they're like, hey, we want more pay, okay, here's more pay, and we're going to cut half the staff.

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I mean, it's kind of, yeah, there's that doesn't necessarily guarantee you're not going to get fired either.

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That's not what that.

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That's not what a union is about, right?

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Right, and yeah to Chris's point.

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Unions keep bad employees safe.

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They also keep bad employers from hurting employees at times.

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They enforce safety rules and regulations.

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I mean, listen, there's a whole history of bad actors on both sides.

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I mean the US military works kind of like a union where those in the union don't have any say or don't pay any dues.

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I guess you pay your dues as a service member.

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I was in that and I understand how that works.

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But it's a similar kind of organization in the sense that wages are public.

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Everyone knows what's expected of them.

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My daughter when she started at the public schools here.

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They're a union and everything is spelled out publicly.

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That's one of the you can see kind of everything.

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There's nothing hidden.

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It's very public as far as what, the policies and procedures and what you're going to make and some of those kinds of things.

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So again, I think it kind of depends on your preference, right.

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Yeah.

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On what you like and what you don't like.

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And the chat room hits this point that even clubs or societies for podcaster it's a labor of love because we are.

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It's basically we're herding cats.

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John Jemango, you can't get podcasters to agree on podcast standards.

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It's just because it's all different.

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I mean we've got the different bubbles.

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I've been kind of hanging out since podcast movement in the advertising bubble and those people want things because, well, we've got to really make sure the advertisers are happy.

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And then you've got another group that's like well, no, we need discoverability tools.

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And then another like they all have different kind of needs.

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And another like they all have different kind of needs.

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You know, bandrew says my solo hobby podcasting is unionizing because the owner treats me horribly.

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Yes, unsafe and hostile work environment.

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That's it.

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That's the nice thing of a solo podcast you are your own union.

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Ralph from Ask Ralph.

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Podcast Unions destroy the economy and were needed at one point.

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Yep, now they're just an added tax on workers who generally can't afford that extra cost.

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The union reps make the bread at the cost of the worker.

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Randy Black who works in the education space.

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I'm very anti-public sector unions teachers unions, government employees because of the cost to the taxpayers.

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It creates some tension in my home, as my father-in-law was a union president.

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Yeah, it's tricky and what you get into with.

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So let's say, a bunch of editors unionize, is that going to be like a thing like oh Wondery?

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Or know, greg in the basement will only use a union worker, or can I hire somebody from the Philippines for two peanuts and a glass of Tang?

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You know what it's really.

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It's not going to stop people from you know this.

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I mean, oh boy, we're not going to get into undocumented.

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But I mean there are people that get into this country and they charge a lot less and people use them and you know, I'm sure union workers would be like, well, that's not fair.

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So I don't.

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My question is when you make something, what is the problem you are solving and is that solution going to solve the problem?

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And going back to the herding cats problem, you know there's a group.

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I'm probably going, I can't remember.

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I'm looking for their card.

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It's like the Association of People that Work in Podcasting.

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I forget what it was, tracy and Tina Dietz, and I know a few people that have joined it and I was like but it's made for people who work in the podcast industry.

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And my first question to them was like why are you guys doing this?

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And I remember, even right now, the Podcast Standards Project, which is kind of a podcasting 2.0-ish kind of thing where they're trying to get all well, here's what it was.

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I was in the room, man, it was like kumbaya, you had Buzzsprout and RSScom and Libsyn was there a bunch of.

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And they all said, hey, if we all adapt these podcasting 2.0 specs at the same time, then the apps can add the features, because there'll be all these hosts that have it, so the apps could add it to their app and then the users or the media hosts could then see, oh, there's a place for this, and if everybody moved together it would move faster.

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It's like, oh, this is amazing, I couldn't believe it.

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It was like this is going to, you know, this should work.

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And then kind of nothing happened.

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And then Captivate came out with eight features and Blueberry came out with, I think, seven, and we're all again herding cats.

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And I know Sam Sethi is doing his best to be the kind of the lead evangelist over there to kind of explain what's going on.

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But it's hard to get everyone in the podcast space to move at the same pace because some, you know you have older companies with a lot of tech debt.

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You got brand new companies that can do whatever they want right now because they're starting from scratch.

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So it's hard to get the podcast industry in general, which even somebody mentioned today, like there is no podcast industry.

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Podcasting is a delivery method and I was like it's kind of a point.

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Maybe, I don't know, you were going to say something, jim.

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No, yeah, I think we have to think of this in terms of where do we struggle the most?

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On pricing, and so let's think about ad revenue, right, and today, when we think about dynamic ad insertion or the ad insertion companies or where you're buying ads at, who sets what that rate is?

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Well, the individual platforms do, based on kind of supply and demand and what's available, right.

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But what if podcasters went in collectively?

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Now there was a comment Chris had said wouldn't podcast editors be a guild and not a union?

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Comment Chris had said wouldn't podcast editors be a guild and not a union?

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In this example, let's, because the Writers Guild in Hollywood, right, the folks who write for TV and movies and some of those kinds of things, they do some collective bargaining, right, they can go on strike, and then there's no writing that is done, right, that's done to protect those writers and their the intellectual property and the things that they do, right.

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So what if podcasters got together and said, okay, we're not buying any more ads until we're guaranteed a price that's fair, a price that's that you can live on in, a price where we make some money, because there's some.

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You know, we're seeing this with Google right now.

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I mean, they were just convict convicted's not the right word, they were just deemed a monopoly, right?

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And here in US courts they have a monopoly in the ad space.

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Well, because they have a monopoly, they can squeeze people from a revenue standpoint and they can make, they can call the shots on what gets paid and what doesn't.

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If podcasters collectively got together and said we're not going to buy it unless you guarantee us this price, right?

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All of a sudden podcasters start going oh, yeah, I'll take more money.

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Right, I joined Dave.

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If, for $5 a year, you joined a guild, a collective bargaining group, that said, yeah, no, we're not going to buy these ads unless we're guaranteed this price, all of a sudden, yeah, some of your money is going to go to some of the administration to help fight to get this kind of thing.

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Maybe get some laws passed in the various regions that enforce these kinds of rules no podcaster is going to say no to more money, right, right, would you right If I said hey, for $5 a year, you can, I'll guarantee you this ad revenue price that may or may not be significantly more than you're making today.

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In most cases it would have to be more, otherwise you wouldn't do it.

00:16:17.341 --> 00:16:24.510
So those are the kind of when we think about podcasters and unions or guilds or some of those kinds of things.

00:16:25.171 --> 00:16:38.880
That's a space it could play to help try to, because there is abuse going on from the big ad companies against I mean listen, we're the unorganized labor force for them.

00:16:38.880 --> 00:16:41.361
They can do anything they want against us.

00:16:41.361 --> 00:16:43.823
They can set prices just about anything they want to do.

00:16:43.823 --> 00:16:45.325
And what do we do, dave?

00:16:45.325 --> 00:16:47.145
Oh yeah, okay, we'll take your nickel.

00:16:47.145 --> 00:16:50.508
Okay, I'm just happy to get a nickel a month from you.

00:16:50.508 --> 00:16:57.371
We could be getting more from them, and they're making billions doing this Now.

00:16:57.371 --> 00:16:58.732
Is anybody getting hurt in this?

00:16:58.732 --> 00:17:02.934
No, is anybody being asked to risk their lives in a dangerous mine for this?

00:17:02.934 --> 00:17:06.798
No, has anybody asked to fall off a 40-story building?

00:17:06.798 --> 00:17:11.490
Because no, okay, so it's a little bit different than it was maybe 100 or 150 years ago.

00:17:11.490 --> 00:17:21.847
Could podcasters, though, collectively come together and say we're not going to buy any more ads until we're guaranteed a certain price?

00:17:22.528 --> 00:17:23.570
That's what we need to do.

00:17:24.272 --> 00:17:25.422
Right, I mean all of a sudden.

00:17:25.422 --> 00:17:26.244
That makes sense.

00:17:26.826 --> 00:17:28.030
Yeah, well, here's the thing.

00:17:28.030 --> 00:17:29.666
I just put out a newsletter.

00:17:29.666 --> 00:17:31.246
It's supposed to go out on Friday.

00:17:31.246 --> 00:17:32.665
I decided to send it out today.

00:17:32.665 --> 00:17:49.826
But I said there are double standards in podcasting and to me, if you want to see Dave lose his, like you know, poop, throw a double standard at me and I will scream injustice and spit and cuss and I will lose my cookies all over the floor.

00:17:49.826 --> 00:17:51.631
And so I come down here and I go.

00:17:51.671 --> 00:17:53.034
Here's the thing with advertisers.

00:17:53.034 --> 00:17:59.925
I said I'm frustrated and confused as people like Tom Webster from Sounds Profitable explain how podcast advertising is a no-brainer.

00:17:59.925 --> 00:18:02.833
And there's just report after report and I go.

00:18:02.833 --> 00:18:05.970
So we outperform radio, newspaper, television, online ads.

00:18:05.970 --> 00:18:07.005
We beat them all.

00:18:07.005 --> 00:18:18.476
And yet sponsors who advertise on shows such as CSI, newark Law Order, special Disturbing Unit or the Real Housewives of Lubbock and yes, those are all fake shows are worried that podcasting is not brand safe.

00:18:18.476 --> 00:18:24.531
Yet I know that people on podcasting might say you know they might say one of those seven dirty words.

00:18:24.531 --> 00:18:32.032
I said go out and hang out with a bunch of group of 10-year-olds and you'll hear many naughty words come out of their mouths.

00:18:32.032 --> 00:18:37.670
And I'm not saying we should open the floodgates, but there may be worries about protecting people's innocence, which were lost months ago.

00:18:37.670 --> 00:18:39.073
And that's weird.

00:18:39.073 --> 00:18:40.041
I have a streaming error.

00:18:40.041 --> 00:18:40.742
What am I doing?

00:18:40.742 --> 00:18:41.905
I just lost LinkedIn.

00:18:41.905 --> 00:18:42.626
Sorry, linkedin.

00:18:43.910 --> 00:18:48.285
And I said actress Jenna Ortega, better known as Netflix's Wednesday.

00:18:48.285 --> 00:18:49.990
She's also in the new Beetlejuice movie.

00:18:49.990 --> 00:18:54.368
She was forced to get on social media and almost immediately got pictures of men's genitals.

00:18:54.368 --> 00:18:56.601
Those were DM'd to her and I go.

00:18:56.601 --> 00:18:57.642
She was 12.

00:18:57.642 --> 00:18:59.325
She's 12.

00:18:59.325 --> 00:19:01.186
And we want to keep things brand safe.

00:19:01.186 --> 00:19:01.507
And I go.

00:19:01.507 --> 00:19:02.509
But let's stay here.

00:19:02.509 --> 00:19:05.833
And if you have kids in the car and you get easily offended, I go.

00:19:06.153 --> 00:19:13.670
When you read the line pictures of men's genitals, did your brain substitute the phrase dick pics, because they're the same thing?

00:19:13.670 --> 00:19:15.053
A newspaper would.

00:19:15.053 --> 00:19:17.288
I should have played the rant jingle for this.

00:19:17.288 --> 00:19:21.644
A newspaper would say pictures of men's genitals and a podcaster would say dick pic.

00:19:21.644 --> 00:19:22.807
Both are accurate.

00:19:22.807 --> 00:19:31.762
One might say a newspaper is more professional, the podcaster is more casual, and so I said in a recent episode of Sounds Profitable, they mentioned that.

00:19:31.762 --> 00:19:45.170
On the brand safety thing, one example Times Person of the Year cover feature of Taylor Swift was flagged because it was deemed unsafe because it contained language about feminism and torture.

00:19:45.170 --> 00:19:46.071
Why?

00:19:46.071 --> 00:19:52.449
Because Tay-Tay's new album is the Tortured Poets and I was just like come on, can we give up on this?

00:19:52.449 --> 00:20:08.932
But the double standard is it's so frustrating that to sell podcast ads we have to know if someone really listened at the 24-minute mark, while nobody says we need to know if someone really saw the advertisement on page B4 of the newspaper or page 17 of that magazine.

00:20:08.932 --> 00:20:10.037
That's a double standard.

00:20:10.518 --> 00:20:19.269
An article about radio measurement said one of the primary challenges in the radio audience measurement is obtaining a representative sample size.

00:20:19.269 --> 00:20:25.204
It can be difficult to gather data from a large, diverse audience, especially when conducting surveys or interviews.

00:20:25.204 --> 00:20:34.327
A sample size may not accurately reflect the preferences and behaviors of the entire radio listenership at leading to skewed results.

00:20:34.327 --> 00:20:42.122
And they go in, they talk about how they measure to the nearest quarter hour on radio and they just admitted that, yeah, that's not really that accurate.

00:20:42.122 --> 00:20:44.750
And yet we need to know that.

00:20:44.890 --> 00:20:49.210
You know, did that person listen to seven minutes and 30 seconds when the ad came in?

00:20:49.210 --> 00:20:50.961
And I'm just like that's not.

00:20:50.961 --> 00:21:08.452
It's a double standard and I don't understand if podcasting is truly the best way to spend your advertising dollars, why we're not saying because, jim, you just hit the nail on the head when so many people now have the ability to have dynamic content and advertiser goes okay, I'm going to pay you peanuts.

00:21:08.452 --> 00:21:11.410
And somebody goes I'm not taking that, I'm going to pay you peanuts.

00:21:11.410 --> 00:21:13.098
And then they go to the third person.

00:21:13.098 --> 00:21:14.502
They're like and a cup of Tang.

00:21:14.502 --> 00:21:16.449
And they're like that's it, I'll take it.

00:21:16.449 --> 00:21:24.711
And meanwhile prices of advertising have gone down the last year and a half and I'm like it's not genius here, it's math.

00:21:24.711 --> 00:21:26.453
So that drives me nuts.

00:21:27.394 --> 00:21:30.769
Yeah, and we kind of think Chris had said this in chat about market forces.

00:21:30.769 --> 00:21:38.268
Yes, market forces should kind of have an effect on this, but the problem is in the space.

00:21:38.268 --> 00:21:46.008
It's so large that it's a race to the bottom and, no matter what, there's always going to be people who are going to take the nickel.

00:21:46.008 --> 00:21:47.210
You know they're going to be.

00:21:47.210 --> 00:21:48.652
Well, I guess it's going to be.

00:21:48.652 --> 00:21:49.933
I guess that's okay.

00:21:49.954 --> 00:22:10.172
Right, a group, everybody, put their hands on it and hold this pole steady, and what happens is every time, no one, you can't, as a group of people, you can't hold it steady.

00:22:10.172 --> 00:22:13.884
It always raises Because you always feel like you got to put a little bit of pressure against it.

00:22:13.884 --> 00:22:19.602
When you know and you get enough people putting a little bit of pressure against that stick and it just rises every time.

00:22:19.602 --> 00:22:22.566
You can never get it lower, it always goes higher.

00:22:22.566 --> 00:22:23.928
It's the weirdest thing.

00:22:23.928 --> 00:22:32.990
We as collectively, as individuals, do the same thing, like in this case, though the market forces are always driving it lower.

00:22:32.990 --> 00:22:35.057
You're always going to have podcasters are just like oh, I don't care.

00:22:35.057 --> 00:22:53.567
Or you're always going to have podcasters say I'll take it, I'll take anything, I'll sign up for this and take anything, and that's kind of where, in you know, in in a collective group, you have some ability to tell people hey, you know, as a group we're going to do this thing together.

00:22:53.567 --> 00:22:55.309
So don't do that.

00:22:55.309 --> 00:23:00.500
And if you do, there's going to be some social pressure against you, right, type deal Again.

00:23:00.941 --> 00:23:03.201
I'm not for or against this in saying either way.

00:23:03.201 --> 00:23:05.663
I'm just saying Again I'm not for or against this and saying either way.

00:23:05.663 --> 00:23:07.163
I'm just saying in podcasting, this would be the place.

00:23:07.163 --> 00:23:10.684
You have to have some money at stake.

00:23:10.684 --> 00:23:14.946
You've got to have big players who are taking advantage of smaller players.

00:23:14.946 --> 00:23:19.368
That's generally where these things are inserted and they work.

00:23:20.088 --> 00:23:28.132
The problem with podcasting is it's from that standpoint, from a money standpoint, is it's too independent and it's too right.

00:23:28.132 --> 00:23:47.103
And so in those situations that are completely unregulated, you have giant players and you have a million small players, and that's what we have today, right, we have a relatively small group of individuals who've made it very big, and then you have everybody else, and in the middle there's always exceptions.

00:23:47.103 --> 00:23:48.848
You've got a few people who are making middle money.

00:23:48.848 --> 00:23:54.085
On this, I'd kind of say, dave, there is very little middle class, if we're going to use those terms.

00:23:54.085 --> 00:23:56.809
There's very little middle class in podcasting.

00:23:56.809 --> 00:24:01.305
Right, it's the big players and a jillion small ones.

00:24:01.305 --> 00:24:06.454
Sure, if you're doing it for a hobby and you don't care about money we hear all those things all the time that's fine.

00:24:06.454 --> 00:24:08.867
Continue to do all those kinds of things, right?

00:24:08.867 --> 00:24:10.563
Just making the point.

00:24:10.563 --> 00:24:11.887
That's the area this would fit in.

00:24:12.280 --> 00:24:14.444
It's the unicorns, it's the Dans of the world.

00:24:14.444 --> 00:24:35.988
Right that Dan's not making 8 million downloads a second, but the man's making, he's paying the bills with that show, yeah, and there's some of those, but I think there's relatively few exactly that's it yeah, yeah, most I think most podcasters are in the poor category.

00:24:36.347 --> 00:24:39.645
Well, yeah, and you always say, well, I don't do it for the money, okay, that's fine.

00:24:39.645 --> 00:24:41.676
I mean, don't get your, don't get wrapped around.

00:24:41.676 --> 00:24:45.631
We're not trying to say you shouldn't do this or we should create a collective bargaining.

00:24:45.631 --> 00:24:53.105
I'm just saying that's an area where this might make some sense If we want to actually have an effect on ad revenue.

00:24:53.105 --> 00:25:02.644
Guys, the ad companies that are doing this, they're giant and they're keeping all the money and they're giving us a nickel.

00:25:02.644 --> 00:25:03.367
Yeah.

00:25:05.402 --> 00:25:08.209
Welcome to YouTube and Spotify, where if you earn some money.

00:25:08.409 --> 00:25:09.853
We'll let you keep some of it yes.

00:25:09.853 --> 00:25:12.606
And then we'll take some of it back from you.

00:25:12.606 --> 00:25:15.325
Yeah, and then, right, you know you're like yeah, yeah.

00:25:15.866 --> 00:25:16.449
I'm dying to know.

00:25:16.449 --> 00:25:20.211
Chris Nessie says we saw what happened with Sticker Mule earlier this summer.

00:25:20.211 --> 00:25:25.884
I what you talking about there, chris Nessie.

00:25:25.884 --> 00:25:26.608
We got a lot of great comments here.

00:25:26.608 --> 00:25:28.640
Ray from Around the Layout podcast if you're into model trains, check that out.

00:25:28.640 --> 00:25:29.902
Let me say that again.

00:25:29.902 --> 00:25:41.980
That all mags can provide meaning magazines is circulation numbers and niche mags are surprisingly low in terms of subscriptions and yet they still get big bucks and ad dollars.

00:25:41.980 --> 00:25:42.261
Why?

00:25:42.261 --> 00:25:44.086
Because I mean, think about that.

00:25:44.086 --> 00:25:47.633
If there's a magazine about model trains, how many of those are around?

00:25:47.633 --> 00:25:50.425
Right, so you've got your target audience right there.

00:25:50.425 --> 00:26:00.487
If you're trying to get to model train users and so consequently, you know you can go advertise in seven other magazines that might have model train users that read it.

00:26:00.487 --> 00:26:02.432
Or here's one designed for them.

00:26:02.432 --> 00:26:04.279
Okay, that has your audience.

00:26:04.279 --> 00:26:05.625
You will pay to do that.

00:26:05.625 --> 00:26:12.803
I got an advertising deal just because I was a weight loss show and it was who I was aiming at and that is exactly it.

00:26:12.803 --> 00:26:15.208
Another great tip here from Rich.

00:26:15.208 --> 00:26:18.863
He says, hey, podcasters, setting rates would be akin to price fixing.

00:26:18.863 --> 00:26:21.890
I'm like, oh, that's a whole other argument.

00:26:22.431 --> 00:26:32.166
John Jumango says an hour podcast takes about three hours to process the audio and then go through the edit and the raw audio and all the other fun stuff and assemble the episode.

00:26:32.166 --> 00:26:34.605
How much would you charge for three hours of work?

00:26:34.605 --> 00:26:45.160
Would you pay someone 90 bucks and keep in mind, of that 90 bucks, 30 of that has to be saved back for taxes, so you're really paying him 60.

00:26:45.160 --> 00:26:49.878
And then you're like wait, and then I want to, so that's 60 for three hours of work.

00:26:49.878 --> 00:26:50.881
That's 20 bucks an hour.

00:26:50.881 --> 00:26:54.154
You're like okay, and you're going to live on that.

00:26:55.698 --> 00:27:00.714
Daniel says brand safety is mostly being used as a weapon against conservatives.

00:27:00.714 --> 00:27:11.414
Somebody else said that it's really an odd way of kind of said that it's really an odd way of kind of not so much censorship, but it's.

00:27:11.414 --> 00:27:12.136
I mean, we've seen the whole thing.

00:27:12.136 --> 00:27:12.477
Yeah, this one.

00:27:12.477 --> 00:27:14.482
John, says that Brand Safe is the new censorship.

00:27:14.482 --> 00:27:19.200
It seems to be in many and I see this on both sides in a way.

00:27:19.200 --> 00:27:22.711
But boy, we're real close to talking in politics here.

00:27:22.711 --> 00:27:37.034
But I've seen things where, yeah, it's just everybody I love establishments and there is one in podcasting that says we embrace all walks of life and you are special.

00:27:37.034 --> 00:27:40.742
Every snowflake is welcome as long as you think, like we do.

00:27:40.742 --> 00:27:43.775
And I'm like wait time out a second on that.

00:27:43.775 --> 00:27:45.157
That doesn't seem to work.

00:27:45.157 --> 00:27:47.683
And then Ray has another great comment.

00:27:47.683 --> 00:27:53.796
He goes isn't it funny how we got here Wasn't podcasting the anti-big business radio?

00:27:53.796 --> 00:27:55.980
Yet it seems to be turning into that.

00:27:55.980 --> 00:27:56.942
That's my whole point.

00:27:57.470 --> 00:28:01.058
Right now, radio is losing their audience on radio.

00:28:01.058 --> 00:28:02.363
So where are they going?

00:28:02.363 --> 00:28:03.574
They're coming over to podcasting.

00:28:03.574 --> 00:28:04.395
What are they trying to do?

00:28:04.395 --> 00:28:05.901
Turn it into radio.

00:28:05.901 --> 00:28:06.692
And so where are they going?

00:28:06.692 --> 00:28:07.476
They're coming over to podcasting.

00:28:07.476 --> 00:28:08.019
What are they trying to do?

00:28:08.019 --> 00:28:08.480
Turn it into radio.

00:28:08.480 --> 00:28:10.430
And I'm like look, I got lots of friends that work in that advertising space.

00:28:10.430 --> 00:28:15.843
I'm like, easy, on the whole, radio is 30% ads.

00:28:15.843 --> 00:28:21.540
That's a fairly well-known stat and if you go listen to the radio with a stopwatch it might be more than that.

00:28:21.540 --> 00:28:23.498
And I'm like we don't want it to turn into radio.

00:28:30.190 --> 00:28:31.253
There's a reason why radio is losing their audience.

00:28:31.253 --> 00:28:32.077
A, they sucked all the personality of it.

00:28:32.077 --> 00:28:33.282
There's no Wolfman Jack on radio anymore.

00:28:33.282 --> 00:28:33.625
There's nobody.

00:28:33.625 --> 00:28:34.146
Hey, baby, what's going on?

00:28:34.146 --> 00:28:34.628
No, there's Siri.

00:28:34.628 --> 00:28:40.060
Literally in Akron, ohio, on the one easy listening station, the DJ is Siri.

00:28:40.060 --> 00:28:44.536
Now, it's not Siri, but it's literally like Eddie Money, two tickets to paradise.

00:28:44.536 --> 00:28:52.401

Navigating Podcast Monetization and Unions

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Navigating Podcast Monetization and Unions

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Daily Podcast Tips - Grow Your Show!

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