Digital director: Guardian podcasts to be profitable in 1 year
By Alexandra Zeumer, Wednesday 30 April 2008 at 23:33 :: World Digital Media Trends :: #1599 :: rss
The Guardian’s podcasts will be bring in profits within the next 12 months, the paper’s director of digital content has said, Journalism.co.uk reported Tuesday.
Currently, guardian.co.uk has 12 podcasts, and profit from that content in the coming months will come from implementing a new advertising delivery system that will place ads in the podcasts, Emily Bell, director of digital content at Guardian News and Media told Journalism.co.uk.
Even though the Guardian doesn't have any problems finding ads and sponsorship for their online products, “the market around new products constantly changes and we have hundreds of thousands of people listening a week and the efficient way to advertise against that is to be able to sell it as audio inventory. If you can sell off 200 to 300,000 downloads a week that's quite a compelling proposition,” Bell told Journalism.co.uk.
The new advertising format in podcasts will be introduced later this year.
Guardian podcasts are downloaded about 1.5 million times a month, and its Football Weekly show is downloaded about 100,000 times a week, said Matt Wells, head of audio for the Guardian, according to Journalism.co.uk.
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