Monetizing Your Podcast: The Climb to Sponsorship

Learn how to get the traction you need and how to collect information on your audience so you can better market your podcast.

10–3pm (Classroom 1)

Note: This is a 4 hour class; the day is structured into two parts with a one-hour break in between.

There are no secrets to getting your podcast sponsored, but there are different routes to getting there. Learn what it was like to monetize an independent podcast with Millennial as a case study.

You already have a podcast that can break through the industry — now learn how to get the traction you need to get noticed and how to collect information on your audience so you can better market your podcast. The class will cover suggestions for building an audience, how to encourage sponsors to invest in your show, and how to negotiate rates.

Come prepared with any statistics on your podcast that you already have, as well as a list of brands and publications you want to connect with – one of the in-class exercises will be making (or improving) your own pitch deck.

The instructor for this interactive, one-day workshop is Megan Tan, former creator, host, and producer of Radiotopia’s Millennial Podcast.

Please note: This is not a story or pitching development class; this class is best for people who already have a podcast of their own.

What You Will Learn

  • How Megan’s podcast started in her closet and ended up on a well-known public radio network.

  • Ways to gain traction on your podcast and build your audience; how to collect info about your audience.

  • Marketing deck needs in order to pitch to sponsors.

  • How much to charge sponsors for your podcast; learn about flat fees, CPMs, and why industry rates vary so much.

  • How to negotiate rates.

About the instructor

Megan  Tan

Megan Tan

Megan Tan is an independent audio producer with a background in photojournalism and documentary film. In 2013, she interned at WNYC’s Radiolab, encouraging her to pivot from visuals to audio. In 2014, she created and launched Millennial and in three years, the show grew from a passion project into a full-time job. It became a Radiotopia sponsored show and reached up to 400k downloads/month. Megan and Millennial have been recognized in The Guardian, The Atlantic, BuzzFeed, The Huffington Post, and Refinery 29. Megan is currently based in New York City working as a contract producer. She produced Gimlet Media’s The Habitat and NPR’s Planet Money, Pineapple Street Media’s Julie and Going Through It, and is currently working on a podcast with TED.

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