With all the recent mainstream press coverage of podcasting, barely a few days go by that I don’t get yet another offer to distribute IT Conversations’ programs. A few of the proposals make sense, but most of them do not. Maybe I’m missing the point, but here’s how I see it.
Distribution of a podcast (or whatever you choose to label IT Conversations) isn’t like distribution via broadcast radio, for example. When you pickup a new radio station outlet, you add listeners in a geographical area that you couldn’t previously reach. That’s the way you expand your listenership in radio, and thanks to Arbitron you can report that increased coverage to advertisers or underwriters. But there’s no Arbitron for podcasts (yet), so just having your MP3s delivered by another web site adds no value, again — at least that’s how I see it.
When I evaluate a distribution opportunity, based on today’s state of the Internet and podcasting, I want one of two things: either (1) distribute the content for free and report back on the number of listeners, or (2) charge for the content and share the revenues. The former can be converted to revenues in that I can add those stats to my own when I report to underwritiers.
But if you just distribute the shows for free without reporting back to me, or if you charge for the content and don’t share those revenues with me, I don’t see any reason to release the shows via your channel. At least that’s how I see it.