As interest in podcasting heats up, networks new and old are reaching out
Evo Terra:to podcasters to make it a group effort.
Evo Terra:Joining a network may be right for your podcast, but consider these
Evo Terra:five must-haves before you sign.
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Evo Terra:Hello, and welcome to another Podcast Pontifications with me, Evo Terra.
Evo Terra:I'm hot and cold on podcast networks.
Evo Terra:I know how powerful they can be and what benefits they can
Evo Terra:bring to their member podcasters.
Evo Terra:But I also know the other side of that, how they can be mismanaged,
Evo Terra:and how member podcasters can be screwed over when things go south.
Evo Terra:In my tenure, I've started and managed two moderately successful podcast
Evo Terra:networks over the seventeen years I've been in the podcasting game.
Evo Terra:Both were extremely early.
Evo Terra:One of those was extremely weird, but nonetheless, I learned a few things.
Evo Terra:And since that time I've done some consulting with others who have networks
Evo Terra:on a wide range of services, pitfalls to avoid, managing operations of the
Evo Terra:network, and even go-to-market strategies.
Evo Terra:Now, none of that really makes me an expert on podcast networks.
Evo Terra:That's how different podcast networks are.
Evo Terra:They all behave vastly differently, set with different goals and objectives.
Evo Terra:However, that experience has given me some core beliefs around podcast networks,
Evo Terra:and I'd like to pass those down to you as I've coalesced them into four - no,
Evo Terra:make that five things you should consider before joining a podcast network, whether
Evo Terra:that podcast network is big or small.
Evo Terra:One, you need the ability to walk away.
Evo Terra:Now, keeping a podcast network viable is a team effort, not just you, the
Evo Terra:podcaster, not just them, the network, but also all the other shows in the network.
Evo Terra:Joining a network is kind of like joining a company as an employee
Evo Terra:in that you have to trust the other people within the organization that
Evo Terra:they're doing what they need to do to keep the organization a going concern.
Evo Terra:It takes care and feeding to keep the network alive.
Evo Terra:You have to grow the network.
Evo Terra:You've got to stay on top of new developments.
Evo Terra:There's a lot that goes into making the network itself viable.
Evo Terra:It can't just live on the shoulders of the podcasts that are part of that.
Evo Terra:And if that overall organization is not working, you need to be able to walk away.
Evo Terra:You must fulfill your commitments and obligations, obviously, if
Evo Terra:you're doing something that you've signed to, contractually you
Evo Terra:said you will do these things.
Evo Terra:Yeah, yeah, yeah.
Evo Terra:You need to do that.
Evo Terra:But there needs to be a way for you to walk away from the network.
Evo Terra:You should be able to part as friends with acceptable out clauses
Evo Terra:when things just aren't working or it's just not a good fit.
Evo Terra:Number two, ownership of content.
Evo Terra:When you walk away, you need to be able to own all of your content, the content
Evo Terra:you made before you joined the network that is now hosted on the network's web
Evo Terra:service, perhaps, but also the content you made while you were part of that network.
Evo Terra:Again, the network might have some ownership of content you made during
Evo Terra:your time on the network itself.
Evo Terra:That might've been part of the deal.
Evo Terra:Great.
Evo Terra:So definitely want to work that out.
Evo Terra:One thing to look at in your contract is to make sure there will be no surprises
Evo Terra:off of either parties when that happens to make sure you get what you need.
Evo Terra:Now, along with that idea of owning what you have is continuity for your audience.
Evo Terra:Remember, the idea of a network is to bring you more people.
Evo Terra:Yes, I get that.
Evo Terra:But you brought your own people to the network most likely.
Evo Terra:So when you decide to leave that network, you will want to move your
Evo Terra:files from that network's servers and onto your own or someone else's.
Evo Terra:That's the easy part, by the way.
Evo Terra:There's no complication in moving podcast hosts from one to another, and it's not
Evo Terra:that much more difficult - really, it's not any more difficult to move your
Evo Terra:podcast from one network to another because it's the same kind of process.
Evo Terra:But the network needs to make this easy for you.
Evo Terra:They need to be able to put in a 301 redirect on their side that's not only
Evo Terra:to your feed, by the way, but also any pages if you've been driving traffic
Evo Terra:to a different webpage somewhere.
Evo Terra:All that needs to be done.
Evo Terra:All the redirecting needs to happen, and they need to pledge to keep that
Evo Terra:in place for, oh, let's say forever.
Evo Terra:Because, honestly, once you set up those redirects, you shouldn't have
Evo Terra:to monitor and manage them any longer.
Evo Terra:It's not like it costs them anything.
Evo Terra:Don't let anybody tell you it costs money to maintain 301 redirects.
Evo Terra:That's not true at any level.
Evo Terra:The fourth thing that you need is a minimum monthly guarantee.
Evo Terra:Look, if one of the reasons you joined this network is a promise of income
Evo Terra:made from network level advertising, then the network who's selling the
Evo Terra:advertising needs to put their money where their mouth is and tell you the
Evo Terra:minimum level income you will get.
Evo Terra:Now, I don't care if it's a token amount, or they really are pushing
Evo Terra:for a really big number, you probably should care what that number is.
Evo Terra:Because it's not your fault if the network hires an ad person
Evo Terra:who is crappy at their job.
Evo Terra:I get that pandemics and global recessions happen, that sucks for
Evo Terra:everyone, but that's the risk of running a network that is built on the premise
Evo Terra:of bringing revenue to podcasters.
Evo Terra:It's up to them to make sure they keep bringing the money in.
Evo Terra:Last thing is a revenue share of the network.
Evo Terra:Remember that the network is going to take a piece of the action for every
Evo Terra:ad deal they sell for your podcast and every other podcast on that network.
Evo Terra:I've seen that percentage going to the network be 50%.
Evo Terra:I've seen it as small as 5%.
Evo Terra:Doesn't matter because as the network grows, the total amount of income flowing
Evo Terra:into the network itself will increase.
Evo Terra:And, yes, costs do increase for the network as they bring on new shows.
Evo Terra:That's life.
Evo Terra:That's business.
Evo Terra:But over time, the pool of money going into the network
Evo Terra:should, in fact, increase.
Evo Terra:And I think you want a piece of that action.
Evo Terra:I know I would want a piece of that action.
Evo Terra:I think every single show on that network should get a piece of the action overall.
Evo Terra:Not just what happens on their show, but the network overall.
Evo Terra:Now, structuring this can be complicated.
Evo Terra:I like to think of it just as a bonus pool like you would have at most employers
Evo Terra:where, okay, this is the residual money left over after we've paid for things.
Evo Terra:A portion of that goes out to each of the podcasts allocated by, I don't really
Evo Terra:care, downloads, impressions, you name it.
Evo Terra:It doesn't matter to me so long as when the network prospers overall, every
Evo Terra:show, including your show, on that network profits and prospers overall.
Evo Terra:So there's my ideas on networking.
Evo Terra:I don't have any Boostagrams for me to talk about on the show today.
Evo Terra:There were no reviews or new coffee supporters since yesterday.
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Evo Terra:fancy newfangled podcast listening app that supports boosting.
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Evo Terra:- to get some options on how you can provide value to me for the
Evo Terra:value I give to you with these insightful episodes four days a week.
Evo Terra:There will be no episodes on Friday because I like to keep the Friday sacred.
Evo Terra:So with that, I shall be back on Monday with yet another Podcast Pontifications.
Evo Terra:Cheers!
Evo Terra:Podcast Pontifications is written and narrated by Evo Terra.
Evo Terra:He's on a mission to make podcasting better.
Evo Terra:Links to everything mentioned in today's episode are in the notes
Evo Terra:section of your podcast listening app.
Evo Terra:A written-to-be-read article based on today's episode is available at
Evo Terra:podcastpontifications.com where you'll also find a video version and a corrected
Evo Terra:transcript, both created by Allie Press.
Evo Terra:Podcast Pontifications is a production of Simpler Media.