Here are my notes from Michael W. Geoghegan's presentation:

The dilemma for corporations interested in podcasting: Should you produce your own content or align with someone who has content?

Michael has experience on both sides. His resume includes:

Reel reviews: free movies

Grape Radio: wine reviews

Author: Podcast solutions.

Disneyland Resort Podcasts

Gigavox Media: a holder of all of the technology behind IT Conversations.

Right Look Radio: Audio reconditioning equipment and training. Ways to increase margins. How to get accounts. How to increase your business.

Disney Resort Podcasts: Someone high up got behind it.

Why? It was a priority. Exclusive Content. Podcast Specific. Podcaster's Made It.

French Maid TV: Teach young men how to do things like make a bed….

Grape Radio:

Put together a media kit. Demographics from surveys. Income level. How often they are listening. Quotes from the press and users in the media. Most important page in the media kit. Why do you hid your rates? Show sponsorship: one week $1,400. Four show sponsorship: $4,000. quiz sponsorship: $500. Give-way sponsorship: $500. Quarterly newsletter sponsorship (3,000 circ.) $350.

What are you getting when you align with podcasts? Aligning with good will. Buying the demographic. Podcaster has a personal relationship–more alignment with the listener. A lot of good will between the listener and the content. It is a valuable relationship.

Ad Sales Network.

Podtrac. Kiptronic. Blast Podcast. These guys group together groups of podcasts and let you do a larger buy. If you want to spend $100,000 on podcasting, you go to a network. Podcaster doesn't need to sell the ads.

Going Direct. You get the best value. You get buy in from the podcaster.

Not selling CPM. We are selling allegiance with our audience. Don't buy numbers. Buy relationships.

Commitments. Let the host read the spot. Clear definition of spot life. That means that you can get the back inventory. Are you buying a placement for ever?

Jump in. You will get more value now. Find a budget that isn't going to break the bank. Get a podcaster involved so it sounds like a podcast.

There are no established rules.

Grape Radio. 12,000 downloads per episode for $1,000.

Metrics: Google Rank. Inbound links. Remember you are buying a relationship.

Calls to action in the podcasts.

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