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Fruitcast has set a high bar!

Posted by geeknews at 11:08 AM on November 4, 2005

If anybody knows anything about advertising and podcasting I do. I don’t claim to be a expert but I have probably signed more deals for podcasters than anyone in the industry at this point. Having a advertiser on a podcast is a lot of work and making sure that the right advertiser is partnered with the podcaster is a challenge as well. When I heard about Fruitcast last night I went over and looked at their site. Everything looked good till I found one item that projected that podcasters would earn .25 cents per listener it made me pause.

I know the detailed information you have to provide to advertisers to get a deal and they want assurances that you are going to reach the demographic they are looking for, they want ad placements that are typically 30 seconds, very few will buy a spot unless it is at least 30 seconds and they want that placement in a strategic portion of the show. This also includes banner ads on the site, text announcements on the page and a mention in the show notes. Oh and the most important thing they want to track the ROI, thus you have to be creative with promotion codes or specific URL’s or mediaplex codes to track everything. Once they are sure you have that in place you can likely sign deals. But you better be able to deliver a ROI or they will drop you like a hot potato.

What this boils down to is this, if Fruitcast can deliver .25 cents per 1000 listeners I will give them everything in my inventory today. I have sent them a note and told them I can deliver now 1.2 million listens a month on the shows that I have signing power for now. But they will have to make a few modifications to their program to not alienate the audience. I will be asking if they have done polling to determine what podcasts listeners want, and I will also demand that we get to choose which advertisers are aligned with those we represent. [FruitCast]

I have seen some positive reviews of their site but lets see some deals signed and some testimonials that they can hit that magic number they have come out with.

2 Comments

  1. From Mike Wills at 12:24 pm on November 4, 2005

    Todd, thanks for checking into this. This site did catch my eye, but I am not signing up until I hear more about it.

    While most podcasters want to make money, they want to control all aspects of it. I also don’t like the idea of having to push my feed through their service and what if they are down? Also, how do they handle the listeners that manually download the files. I know all podcasters have that problem.

    I don’t want to loose listeners when they can’t download my podcast. I only have a handful of listeners right now, and every single one of them are presious to me. I am already taking some drastic steps to change hosts becuase I am not liking my current host.

  2. From Phillip Molly Malone at 8:32 pm on November 10, 2005

    As a little podcaster, I don’t mind what they do to get the deals done. I see this more like adsense for podcasts. As long as the ads aren’t tasteless or crued or harmful, I have no problem if its 100% targeted to my audience. I figure most will tune out the same way they do with adsense.

    Mike, on the manual downloads, you might want to check out one of my podcasts as I describe how to get around at least one of those problems in it. You can find the show here: http://podcast.mollyzine.com/2005/11/episode_7_fruit.html
    I am using them, and lets face it they are in beta at the moment. Problems with loading up and recognising shows but haven’t had a case where the service was down (yet). Another problem I have had (especially in some of the ways I used it) was in knowing if the ad system was working. I believe they have some sort of process to check if you have downloaded the file before. This is very smart and I have no problem with it, expcept it makes it hard to test.

    HTH
    Molly
    http://www.mollyzine.com