Never Not Funny Producer Explains the Shift to Ad-Supported Model

This year, Jimmy Pardo’s pioneering comedy podcast Never Not Funny made the move back to free downloads, after being subscription-only since 2008. That became possible thanks to The Midroll’s ability to match advertisers with the show. After Jimmy spent many years carving out a sustainable niche as a subscription podcast, I was interested in learning what motivated Never Not Funny’s shift to an ad-supported model. I recently talked with the show’s producer, Matt Belknap, to…

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Reach the Top Comedy Podcast Listeners with the Midroll

Comedy podcast listeners are amongst the most loyal and engaged. Midroll advertisers can reach fans of 29 of the top 100 comedy podcasts in the iTunes charts. This esteemed group includes well-loved Earwolf shows like Comedy Bang! Bang!, How Did this Get Made? and Who Charted along with popular favorites like WTF with Marc Maron and Doug Loves Movies. Plus, new shows like The Andy Daly Podcast Pilot Project and U Talkin’ U2 to Me?…

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Indie Wrestler Colt Cabana: Podcast Advertisers Are “Smarter”

Colt Cabana may be professional wrestling’s best kept secret–as his website proclaims–but not on his account. The two-time NWA World Heavyweight Champion connects with fans from around the world on his weekly podcast, The Art of Wrestling with Colt Cabana. I recently talked with Cabana to learn more about his show and why he’s a fan of podcast advertising. He explained that The Art of Wrestling is based on his life as a professional wrestler,…

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Podcasting’s Long Tail Pays Off for Advertisers Again and Again

Podcasting’s long tail pays off for advertisers over time, according to panelists at the Interactive Advertising Bureau’s Digital Audio Agency Day held earlier this month at WNYC’s Greene Space in Manhattan. Patty Newmark, President and CEO of Newmark Advertising, observed that her clients who buy podcasts ads “see results that get a higher percentage of listeners to respond than we’ve ever seen in radio.” In part it’s because listeners “can archive it (a podcast) and…

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Podcast Ads: Best Practices for Your Live Host Reads

Last time I made an important point about podcast ads: live host reads work best. In this post I outline some of the best practices to make this happen. The short version is simple: Integrate the ad into the show as tightly as possible. Here’s how. Record the ad during the recording of the podcast itself. Don’t just record in the same recording session or on the same day, but as you record the podcast.…

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