Building A Network By Purchasing Podcasts
According to Podcast One, a podcast network is “a collection of podcasts that are produced, distributed, or made available to advertisers through a single company or network.”
Think of a podcast network as a parent company. They have the production and advertising resources, and the shows under the network benefit from this in exchange for a portion of their ad revenue. Podcast networks exist to market their shows and increase their listenership, but they’re also a favorite choice of advertisers due to the large pool of content to choose from.
Typically, networks are grown by partnering with other podcasts, but networks have begun exploring a different option: purchasing podcasts.
Buying podcasts is still a relatively new idea, and it can be daunting if you’re unsure about what you’re getting into. But if you ask us, growing your network through purchasing podcasts is one of the best ways to grow.
Keep reading to learn our top four reasons why you should be growing your network by buying podcasts.
The Shows Are Established
This might be the one situation where it’s okay to take the easy road.
Starting a new podcast is extremely difficult. You have to decide what you want your show to be about, pick out a name, design cover art, and spend countless hours growing and nurturing your audience to turn it into a community. It can take years for your podcast to get established.
Buying a podcast lets you skip the newborn stage.
You’ll Grow Quickly
Not only is starting a brand new podcast hard, but it can take months or even years to grow it to a point where it’s viable for monetization. Time is money, and in this situation, focusing on growing a new podcast instead of purchasing an established one results in wasted time (and, therefore, wasted money!).
Purchasing podcasts allows you to grow your network’s portfolio of shows quickly and efficiently.
You’re The Owner
A network that doesn’t own its shows can still benefit from the podcasts under them, but what’s stopping those hosts from deciding they want to leave? And if that’s your most valuable podcast, where does that leave your network?
Buying podcasts instead of simply partnering with them means you’re truly in charge and offers you more control. This also comes with other perks, like not having to worry about things like minimum guarantees.
You Have The Option of Selling
As with any business move, sometimes things just don’t work out. If you’re partnering with shows, this might mean the host moves on, and you cut your losses. But if you own the show, you can resell it and recoup any lost earnings.
If your network is ready to take the next step and start buying podcasts, send us a message at The Podcast Broker.
One of the talented members of our team will be in touch to walk you through every step of the process.
