Mommycasters interviewed; podcast numbers

Heather Green from Business Week interviewed the Mommycast talent in her new series of podcasts about commercial podcasts.

Paige and Gretchen are the current posterchildren for podcast sponsorships, having recently signed a 6-figure deal with Dixie (of Dixie cup fame), a unit of paper giant Georgia-Pacific.

One of the moms mentioned in the interview that they provided a media kit early on, prepared by whichever husband is the advertising guy. I looked for it but the old URL is dead.

I did find a media kit in PDF for the Skepticality podcast. It contains a lot of the demographic charts media planners like to see, but I couldn't find any numbers on audience size, which is the one number I'd think the planners would insist on seeing. (I sold radio advertising for a couple years a long time ago.)

Either Richard Bluestein or his Madge character recently said (s)he didn't think the podcast audience was here yet. That rings true with me, if you're talking about a mass market sized audience, and it makes me wonder if some of these early advertisers are trying it just to be trailblazers. Maybe they are not really expecting to see a return yet. A huge deal for a podcaster represents a teeny drop in the ocean as a share of a total national advertising budget, so big companies could afford to experiment.

I think I'll work on my quiz podcast template over the holiday with so much time off work. I think I'll be sorry if I don't. I'll tell you about it as I go.