I'm following a series of articles from NeimanLab's and while I think there is some padding to the numbers I agree with several points they make about host-read ads. If you are a podcaster or a podcast network, then you should follow the series and read the articles and today my focus is on their latest article Host-Read Ads by Ken Doctor.
The biggest challenge that Artisanal Agency faces is the lack of downloads on a show. The smaller the show, the harder the sale. The larger the show, the easier the sale. Advertisers want audience reach, and our most successful podcast sales are for shows with over 50K downloads an episode. Weekly podcasts are more successful than daily, bi-weekly, semi-monthly or monthly.
If you want to have a successful ad-supported podcast, then focus on growing your audience, and then ad sales will follow.