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Smartest Move Yet

3/13/2006 By Michael

For the last few months I have told my “podcasting pals” that I thought Podtrac’s survey idea was pure genius. It is about time I posted my thoughts here on the site. Podcasters who want to monetize need to gather demographic information about their listeners. When asking for money, it is critical to know who is listening to your show, how often and how they are “consuming” it. For months, independent podcasters were using survey systems such as SurveyMonkey and others to gather this information. Last fall, Mark McCrery and the team at Podtrac put together an easy to integrate survey system for podcasters to use to learn about their audience and potentially set them up for advertising and sponsorship. Why was this smart? Because it was easy to use, non-exclusive (as far as I know you aren’t beholden to Podtrac for using the service) and provided useful information to podcasters. That is great.

Here is why it is pure genius: Podtrac now has the most complete demographic information about podcasts, podcast listenership and podcast consumption in existence. Across all the podcasters who implemented their survey, they gathered data from close to 40,0000 respondents in total. In an emerging medium, that is incredibly valuable information. [Video of his powerpoint slides and results.] There are plenty of $695 white papers available on podcasting, however no one has a data set like Podtrac. If I were Podtrac’s competition, I’d be kicking myself for having not thought of this first. A lot of companies missed this opportunity. Kuddos to Podtrac, in the podcast ad aggregation and sales arena – this is the smartest move yet.

Filed Under: Podcasting Tagged With: podcast, Podcasting, Podtrac

About Michael

Michael W. Geoghegan is founder and CEO of GigaVox Media. NewMedia Entrepreneur & Podcast Pioneer/Pundit. Author of two books. Creator of two time James Beard Award winner GrapeRadio.com
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Comments

  1. Chris Byrne says

    3/28/2006 at 1:24 am

    Michael

    Indeed an excellent move by Podtrac and a great business case where surveys can monetize. We find however that whilst marketers may initially look at “free” options for gathering customer preferences, they usually end up bringing this function in-house.

    Chris Byrne
    CEO
    http://www.sensorpro.net

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Michael W. Geoghegan is founder and CEO of GigaVox Media.

As a pioneer of podcasting, Michael created some of the first corporate podcasts, including efforts by Disney. Michael is also creator of the 2008 & 2011 James Beard Award winning "GrapeRadio" and "Reel Reviews: Films Worth Watching".

He is editor-in-chief of the Podcast Academy™ book series and co-author of Podcast Solutions: The Complete Guide to Podcasting.

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