After lunch, the Podcast Academy agenda turned to the business of podcasting. Todd Cochrane from Geek News Central discussed creating podcast networks, Michael Goeghegan of Reel Reviews Radio discussed making money beyond podcasting and Marc and Bill of the Wizards of Technology discussed how to get noticed.

Todd launched the techpodcast.com in January 2005. The Techpodcast Network focuses on aggregating technology podcasts to create an advertising network. The network now downloads 1.2 million shows per month.

Todd also previewed the PodcasterNews Network, a new podcast network launching on Thursday, November 11th. You can find this new network at podcasternews.com

Michael focused on how to make money from the knowledge of how to make podcasts and how to navigate the process of creating and producing podcasts. Michael focused on the fact that podcasting is a new media and that means it’s a new opportunity. Companies need help and skilled podcasters are well positioned to provide that help and make some money along the way. Michael says that right now – your knowledge is worth more than your podcast. He suggests that you focus on helping podcasts with problems. Show them what they are doing wrong and offer up suggestions on how they can do better. He also suggests that there is a great opportunity to partner with PR firms. In follow up questions, Michael estimated that the consulting route could easily lead to a six figure income.

The Wizards focused on branding and the importance of getting all the brand elements lined up to support the brand. Get a name and logo that work. Attach a slogan that describes your podcast. Make sure your website is optimized. Establish yourself as an authority on your podcast topic. As the authority, get interviews with other authorities.
Do promos and ask others to do promos for you. Put together a media kit about you and your show, samples of your work and a cover letter with a call to action. Doug Kaye also suggested that podcasters who are interested in selling content check out PRX.org, the public radio exchange.