Association of Podcasters and Online Media Producers - my thoughts
It’s been a few weeks since the Association for Downloadable Media was formed. In the initial flurry of reactions that came from seemingly every corner of the new media world, I just sort of sat back to watch. And by new media, I am referring to the all-encompassing category that includes bloggers, podcasters, vloggers, and other type of media that is primarily user created and not following along the forms of traditional "old" media.
Not newspapers, TV shows, nightly news, commercial radio, and even basic and premium cable.
No, I’m talking about content created by you and I, the people.
And please don’t think that I am going to start spouting off about the people having the power to change things and taking control of the media spaces and driving out the "big guys" through our united, utopian, make-life-better-for-everyone media society where knowledge is free for the taking.
Sorry, I’m a capitalist. I’m in this for the money, ’cause there’s a great deal of it to be made in the "new" media space. Please don’t mistake my intentions.
Having said that, I really didn’t know what to make of the ADM and what exactly their goals are. I can understand the need for having some sort of group that provides some sort of guidance to the new media industry, especially concerning the area of monetization. There has been a great deal of discussion on this topic over the last couple of years, specifically the point about deciding just how much is your new media content worth.
I’ve seen what can be done with the traditional CPM model brought to us from old media. You have a set fee paid to you by an advertiser for however many impressions that their ad gets. The basis for this is a cost-per-1000 impressions, or CPM.
Fantastic model for someone like the New York Times or "Heroes" on NBC that receives hundreds of thousands, if not millions, of impressions. Fine.
But what about Joe Podcaster that gets 300 downloads a month of his show? That $15 CPM is pretty much useless. And I’ve had those advertising deals on my podcasts before and can tell you that there is no greater disappointment than to put a great deal of work into a product and receive a check for $8. Thanks for the tip, guys.
I believe we need someone that can fight on the side of every new media producer and see that they are receiving a fair rate for their ad pricing. We can still use the CPM model, but the content we provide is so much more valuable.
Our target audience is much more "targeted" than those of old media. If you have a product dealing with golf, wouldn’t you pay more to advertise to an audience of dedicated golfers than you would for an ad running during a Thursday night sitcom where you might only get a small percentage of dedicated golfers to see your ad? I would.
I want to see an organization that looks out for the well-being of all new media producers.
I’m not sure the Association for Downloadable Media is that group.
Time will tell, but I’ve thrown my hat into the ring with Scott Bourne, Leo Laporte, and several others forming a group tentatively entitled the Association of Podcasters and Online Media Producers. Call me crazy, but I think I like the openness of this group much more than the ADM.
Again, time will tell and who really knows what the future holds for new media, but we’ve got to work at maintaining what we’ve been able to accomplish so far.
Because, contrary to what I said earlier, we really can overthrow old media. We’re already doing it.
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