Thanks for joining the conversation. I agree that advertisers will still want to know that their ROI is meeting their expectations. What I’m focusing on is primarily the audience building tactics of the podcaster himself or herself. I’ve been doing some fairly targeted MySpace promotion recently and have found that some segments do much better in terms of responsiveness than others, and those segments are not necessarily the ones I’d expect to perform well. For example, I would not expect a podcast outreach campaign to do well among women 25 – 34, but they respond better to outreach than women 18 – 21, which is what an advertiser would probably, in the short term, demand to see. The women in the segment I’m working with go on to recommend the show to others, and eventually I find that the 18 – 21 segment is responding, but not from my direct efforts – from word of mouth.

By the way, I sent you my media kit. Enjoy!

The ROI you deliver in a campaign will be measured and if you are not reaching their target audience you will not have that company as a advertiser for long.

I had a chat just yesterday with a potential advertiser asking me about podcast demographics. I explained that you could ask any podcaster and get the same general reply that it simply doesn’t work that way.

Thanks for sharing, and reinforcing.

Chris