Читать книгу Marketing in the New Media - Holly Berkley - Страница 30

For some companies, the idea of sponsoring an existing podcast is much more appealing that taking the time to develop one on your own. For example in 2006, Travelocity teamed up with a leading travel personality, Rick Steves. He had already built up a large following through his more traditional outlets of guidebooks, radio shows, and television. When he took his show online in the form of podcasting, it seemed like a natural match for Travelocity. Keep in mind that even for personalities like Rick Steves and large companies like Travelocity, this is a new medium (Lerma, May 2006). So prices for sponsorship and how the partnership will work are often completely open to negotiation by both parties.

My suggestion is to take a look at already existing top podcasters related to your industry, and then start a dialogue. Be ready to propose how you think the partnership could work and how much you’d like to pay as a starting point, since most podcasters really have no idea what to charge sponsors.