020414_licensing_agreement52
Idea Creation and Testing; Eric Huber Gives us the Steps to Get Your Product Licensed
November 10, 2017
dave-with-headphones-at-studio
Georgia Inventors; Former Georgia Inventors Association President Speaks
November 27, 2017

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Podcast Notes

1YouTube generated podcast notes, please excuse any typos.
hi everyone and welcome to the
0:04
inventor's launchpad network
0:07
I am carmine danesco your host for
0:09
today's show on the inventors launchpad
0:13
today with me I have a gentleman who is
0:16
an expert in the advertising field and
0:19
he saw a pain point he saw an issue he
0:22
saw a problem with some of the media
0:24
that is really growing with podcasting
0:26
and he took care of it he said how can I
0:30
fix this issue and he put up together an
0:32
awesome website called pod search his
0:35
name is Dave Newmark and I have him on
0:38
the line right now hey Dave you there
0:42
nice to talk with you thanks I know
0:45
you're on the west coast and you know
0:47
I'm sure your day starts early because
0:49
of you have going on with this new
0:52
website and when I say new I mean it's
0:55
actually up and going and you started it
0:58
sometime in April May but I mean the
1:01
thing is exploding and I wanted to have
1:03
you on the show to talk a little bit
1:05
about it and how you came to be and get
1:08
this website going but I kind of my
1:10
question first is you know tell us a
1:12
little about your advertising background
1:14
and maybe then work into you know how
1:18
you came up with the invention I call it
1:20
of the pod search website sure is that
1:27
my wife and I run Newmark advertising
1:30
which is a specialty agency focusing on
1:34
endorsements both on radio and on
1:37
podcasts and really for you know a
1:40
couple of decades we were working with
1:41
the major networks and the radio
1:44
stations and we still are but about 10
1:47
years ago you know we saw the growth of
1:51
podcast advertising and podcast content
1:54
developing and then with the advent of
1:57
the Apple podcast app going on to mobile
2:01
phones that really made it explode and
2:02
of course content like this American
2:05
live cereal and and so forth so that
2:09
really helped the the whole ecosystem
2:11
explode and
2:14
being released from the shackles of the
2:17
FCC requirements that you know certain
2:20
spas had to be a certain length in
2:21
certain shows that to be a certain
2:23
length and having that day parted hour
2:25
by hour kind of structure allowed for an
2:29
explosion of creativity and content and
2:31
development of niche audiences but most
2:34
importantly from the advertising
2:36
perspective what we found was that there
2:39
was a real strong alliance with the
2:41
listeners to the shows and to the hosts
2:44
in particular and the hosts really
2:46
encouraged that by saying you know
2:48
please support our sponsors because our
2:51
sponsors make this show possible
2:53
and unlike a situation in radio where
2:57
the host is usually an employee of the
2:59
station in the case of podcasts the host
3:02
is the owner of the show for the most
3:04
part so there's that added you know
3:07
enthusiasm and energy that goes into the
3:10
delivery of the advertising message and
3:14
so we would bring brands we do bring
3:17
brands to the the shows and and because
3:21
of the the matching process and the
3:23
enthusiasm of those hosts frankly it's
3:25
extremely powerful well yeah and and I
3:29
would have to agree that I mean podcasts
3:31
the way that these shows are written and
3:33
the people that are only in the shows as
3:35
you said it's kind of restructuring the
3:37
way people deliver content and the way
3:40
people consume content and it seems like
3:42
you know you kind of jumped on and then
3:43
and realize that right off the bat yes
3:46
and frankly you know talking with
3:51
podcasters and talking with the networks
3:53
that it started to occur to me that um
3:56
there was a bit of a discovery problem
3:58
I'm not sure how much your audience is
4:01
aware of the research in podcasting but
4:04
there's a company called Edison that
4:06
does terrific research on the industry
4:08
and what they reported this last March
4:10
but I saw this a year ago on the field
4:14
and in the trenches those be but they
4:16
just recorded it is that there's about a
4:18
60% awareness of odd casts in the u.s.
4:22
population 12 plus so anybody over the
4:24
age of 12 but 60% of the US population
4:27
knows
4:27
about odd Caston maybe casually has
4:30
listened to one or two but the actual
4:34
usage on a weekly and monthly basis is
4:37
much smaller it's about 15% weekly and
4:40
25% of the population on a monthly basis
4:43
so what what we really are seeking to do
4:47
is to bridge that 45% gap on a month of
4:50
this and so from let's say you know 60%
4:52
awareness we'd like to have 60% usage
4:55
and part of that has to do with knowing
4:58
what's in the show and as we did more
5:00
and more research we found that one of
5:03
the things that people got a little bit
5:05
afraid of was if they know then and
5:07
started you know getting into let's say
5:09
the Apple app and then trying to
5:11
subscribe to the shows they didn't want
5:12
to download too much onto their phone
5:14
and so I thought well what if we had a
5:17
platform for them to just be able to
5:20
browse and discover and learn and it was
5:23
wasn't part of the listening experience
5:24
then once they discovered a show they
5:27
might like and enjoy then they could
5:29
give it over to a listening app it's
5:33
funny that you say that because that is
5:34
almost the first thing I noticed when I
5:37
jumped onto your website and I the
5:40
ease-of-use as where and again apples
5:43
great everybody loves them but but the
5:45
iTunes app is a little bit cumbersome if
5:47
it's your first time user or if you
5:49
don't know what you're looking for and I
5:51
I loved the path to pod search.com
5:53
website because it's kind of very
5:55
intuitive I can find things very quickly
5:57
I can look at them I can read about them
5:59
know what they are and and as you were
6:02
explaining that it's kind of exactly my
6:04
experience when I first jumped on your
6:06
website yeah thank you and we that is
6:13
exactly the experience we wanted people
6:15
to get which is they wouldn't have to
6:17
overthink it and that they could you
6:19
know if they set up a free account then
6:21
they can bookmark shows and then put
6:23
them into the bookmarked collection and
6:24
then be able to you know browse a little
6:27
bit more quickly that way too but even
6:29
within a given profile page they could
6:32
explore and they could link to let's say
6:34
the podcasters website or if they want
6:36
to donate money to that podcast if those
6:39
if the podcaster puts a dough
6:41
now button on their page then you know
6:44
they can do that maybe they use patreon
6:46
or maybe whatever you know it doesn't
6:48
matter so on and and then links to the
6:50
outside for example there's a number of
6:52
podcasters who have live events so they
6:54
go around the country and they do shows
6:56
or they juice book signings or that kind
6:59
of thing
6:59
so we enable them to put their link to
7:03
their let's say their tour dates on
7:05
their page as well so anything having to
7:07
do with the person or the podcast we
7:10
want to be able to have them express it
7:12
yeah exactly and that's kind of what I
7:17
love about the site and we talked about
7:18
that there is so much information it
7:21
just packed in and you don't know the
7:23
three different sites to do that you
7:24
know yes right not to go here being able
7:27
to really and that donate button really
7:30
interests me because I could certainly
7:31
use that expand the listening base on we
7:42
came up with a different model so one of
7:44
the things that I found in this original
7:46
you know exploration that I had with the
7:49
podcasters was they were on going on
7:52
Facebook and going into groups and they
7:54
were doing various things to try and
7:55
build their audiences but they were
7:57
having trouble a lot of them were having
7:58
trouble getting to the next level so I
8:01
did some research and found out that
8:02
there's like about a million and a half
8:04
to two million people who are going on
8:06
to search and social media just typing
8:09
in very general terms like podcast or
8:12
how do I find a podcast and so forth so
8:14
I thought well if we could buy though
8:16
that exposure on Google and Facebook and
8:19
so forth and be able to get in front of
8:21
people who are putting in very general
8:23
terms that would be a way that we could
8:26
bring people to concerts question is how
8:28
would I get the money to be able to do
8:29
that so that I thought well maybe if we
8:31
charge a small listing fee of $9.99 to
8:35
the podcaster then we would be able to
8:37
get enough money to be able to do that
8:39
and that's exactly what we did so I
8:41
tried to keep the barrier to entry
8:42
really low but making it very
8:44
inexpensive and then having and then
8:46
basically taking about two-thirds of
8:47
that money and putting it to work in
8:49
paid media against those very general
8:52
questions and queries where
8:55
they're not looking for let's say a show
8:57
about you know French cooking or World
8:59
War two history or anything like that
9:00
they're just saying I'm interested in
9:02
podcast generally and then let them
9:04
explore within our site yeah and when
9:08
you're talking about anything under $10
9:11
for that kind of power to have somebody
9:15
like yourself and your team develop this
9:16
and when you're talking about that I
9:18
don't think you know the general public
9:20
realizes how powerful that is what
9:23
you're doing to bring because when
9:24
you're talking about Google AdWords and
9:26
advertising and websites and SEO you
9:28
know they hear these terms but that
9:30
small amount of money is a drop in the
9:33
bucket of how much time and energy they
9:35
would use those cells yeah and let's say
9:48
that they were to buy some of these
9:49
Google AdWords you know against the
9:52
general term of podcasts well what if
9:54
that person who's doing that click what
9:56
if they are interested in you know
9:59
true-crime shows they're not interested
10:02
in any you know so there would be a
10:03
wasted click it'll be a wasted set
10:06
exactly and and that's what I think
10:08
happens a lot is the people that try
10:12
Google AdWords or try to utilize that
10:14
there are so many wasted funds that they
10:17
get discouraged yeah that's right so
10:20
yeah so what we've been able to do is to
10:22
by pooling together everybody's money
10:24
and putting it to work in this general
10:26
way on what we have found on anecdotally
10:30
is because the individual notes are sure
10:32
their exact you know cost for listener
10:35
acquisition cost but we've been maybe at
10:40
25% of their normal cost so so they're
10:43
looking at us as a real value to be able
10:45
to reach new listeners yeah I can see it
10:47
being a value on on both sides not only
10:51
to reach listeners but I can really see
10:53
the podcast owners or the content
10:55
delivers being able to use it in tout to
10:59
maybe some potential advertisers to
11:01
bring them on that's right and in fact
11:05
the advertisers because
11:08
being in the advertising business that
11:10
was another thing that I was hearing
11:12
loud and clear in fact it's funny when
11:15
we were talking with some of these
11:18
podcasters around the country they would
11:19
say to me and Patti my wife you know
11:22
where are all the advertisers you know
11:24
we're doing the same ones we're doing
11:25
the same ones I mean it just felt like
11:28
there's we know that we're able to move
11:30
product we know that our audience is
11:33
responsive why aren't the advertisers
11:35
coming to us and so I I didn't answer
11:39
them directly at the moment but I
11:40
thought to myself it's because they
11:43
can't find you and so then I thought all
11:47
right well if we're going to create this
11:49
ecosystem this platform for disc
11:51
listener discovery why not also provide
11:55
a pathway for advertisers to connect
11:58
with the shows so I also knew from my
12:01
other background I had an online ad
12:03
exchange that I did called bid for spots
12:06
and it was an online ad exchange that
12:07
was for about 10 years from 2005 to 2015
12:11
we sold it in 2015 and it was a very
12:13
complex algorithmic programmatic
12:16
advertising platform and being
12:18
programmatic it really was not that
12:20
flexible to be able to you know bend and
12:24
be shaped to the needs of the advertiser
12:26
and the publishers so when I came around
12:29
this time I thought you know what I'm
12:30
gonna stay out of that I'm gonna stay
12:32
out of the transaction per se and I'm
12:35
just going to provide a handshake so
12:37
it's basically a pathway for the
12:39
advertisers to connect with the
12:41
podcaster directly and if the podcaster
12:44
is represented by a network great then
12:46
it goes to the network sales
12:47
representative if they do the selling
12:49
themselves then it goes to them as
12:51
whoever they choose and then we stay out
12:53
of the way in fact we don't even see the
12:56
communication back and forth that's
12:59
that's that's a great way to put it
13:01
because I don't know if too many
13:03
listeners out there realize how big data
13:06
programs and the the programming of that
13:09
is is so intense on the exact
13:11
terminology I mean it's it's probably
13:14
like has to be so specific yes and I
13:17
want to point out
13:21
let's say our businesses that are
13:23
looking to advertise on podcasts I would
13:27
recommend that they sign up for a free
13:28
account in our system as an advertiser
13:31
so if they have a business whether it's
13:32
an insurance business or you know any
13:34
kind of business where they feel like
13:35
they could you you know leverage the
13:38
power of these influential podcasters go
13:41
in sign up and then browse around and
13:44
let's say connect with a whole bunch of
13:46
different podcasts that they think might
13:49
have the types of audiences that might
13:51
respond well and and just have a
13:54
conversation and just say tell me about
13:57
your audience tell me about their you
14:01
know the age and the gender and the
14:02
household income to the extent that you
14:04
know it meaning that they're asking the
14:06
podcast for this and they'll be
14:09
surprised at the amount of information
14:11
that the podcasters generally have
14:13
because sometimes they'll do surveys of
14:15
their audiences and they'll know and or
14:18
if they don't have surveys they just
14:19
have a strong feeling based on the
14:20
feedback that they get from listeners so
14:22
that would be a great way to begin it
14:25
and of course they'll have some download
14:26
information from their hosting service
14:28
as well
14:29
correct and and you know a lot of a lot
14:32
of small businesses a lot of new
14:34
businesses even older businesses don't
14:36
realize how podcasts are exploding I
14:40
mean they you know it used to be where
14:42
when I said oh we had a podcast people
14:43
would say what the heck is that tonight
14:46
you mentioned podcast you know as you
14:49
said a good percentage now saying oh
14:50
yeah I just had it listened to a podcast
14:51
oh do you listen to this one and it's
14:54
becoming now a household name and being
14:56
able to get in obviously now in these
14:59
earlier stages it's so important not
15:01
only for business owners for inventors
15:03
for the people are listening but also to
15:06
get in in the advertising side yeah
15:09
that's right you know to give your
15:11
audience what it is about 67 million
15:16
people access podcasts on a monthly
15:19
basis so it's a pretty sizable number
15:21
and there's another statistic that I
15:23
think is really interesting that Edison
15:25
did which is it looked at the amount of
15:28
media I should say audio media that the
15:32
typical American list
15:34
to everyday and what it is is on the
15:38
average American listens to about four
15:41
hours a day of audio whether that's a
15:44
streaming audio from let's say Pandora
15:46
Spotify or radio or you know their own
15:49
let's say you know CDs or podcasts and
15:53
so forth so you take into consideration
15:55
that whole four hours and every American
15:57
out there of which there's 300 million
16:00
then it turns out that podcast listening
16:03
is about two percent however when you
16:06
just look at people who listen regularly
16:09
to podcasts and use and you leave out
16:12
everybody else that number jumps to 30
16:16
percent and and it's and that 30 percent
16:19
represents the largest share of anything
16:22
else they do on if memory serves radio
16:25
am/fm radio is about twenty three
16:28
percent so let me repeat podcast
16:31
listeners the thing that they do the
16:33
most is listen to podcasts and and
16:36
everything else is smaller radio is
16:39
smaller streaming is smaller
16:41
CDs are smaller everything so um to me
16:44
that's one of the most powerful
16:45
statistics showing the power of
16:47
advertising on podcasts yeah it's
16:50
powerful even myself I did not know that
16:53
the number was that high yeah amazing
16:55
yeah it's it's remarkable and it's gonna
16:58
get I think with the richness and
17:00
content and creativity and the passion
17:03
with which these podcasters put together
17:05
their shows I just think it's gonna go
17:07
off yeah oh I I totally agree with that
17:10
and we have seen the growth rate you
17:12
know sporadic and of course technology
17:14
has made it easier for us to access this
17:17
content and this data what I love about
17:19
it is you know you can you can pick a
17:21
show that really resonates with you and
17:25
and if you don't like it you just it's
17:27
gone but when you get those shows that
17:30
you like you can lock them in and be
17:32
updated and you know I obviously I
17:35
always listen to podcasts in my cars or
17:38
audiobooks and podcasts but mostly
17:40
podcasts and it's amazing the amount of
17:43
information that we get to absorb now on
17:46
my ride yeah and you know
17:49
the thing that would be important for on
17:51
some of the businesses that are
17:52
listening to your podcast here and
17:54
they're interested in podcast
17:55
advertising I want to say that um they
17:57
should start out small so if they go on
18:00
to pod search for example and everything
18:02
is ranked according to download size so
18:04
they start at the bottom on they will be
18:07
able to find let's say the smallest
18:08
shows and it might be that you know
18:11
advertising on a show could cost $25 for
18:14
a spot or $50 or $100 I mean it would be
18:17
really inexpensive and they would get to
18:19
a very dedicated listenership who really
18:23
want to support that particular
18:25
podcaster in it and it would be a great
18:27
way to start and in reality the dollar
18:31
for dollar spent to reach that small
18:33
niche is is actually a better percentage
18:37
yes that's right when you and most of
18:40
the advertisers respond so they're
18:44
looking for a strong return on
18:47
investment as you're pointing out I mean
18:49
that's right the the return on
18:51
investment can be extremely strong and
18:53
and the other thing is that if they have
18:56
a two-way conversation with the
18:58
podcaster about their product or service
18:59
that podcast we can get to know that
19:01
company and then talk intimately about
19:04
it and not be restricted to a certain
19:07
number of seconds in the spots for
19:09
example it might be written as a 60
19:10
second spot and sold as a 60 second spot
19:12
but he could go longer if they want they
19:14
want to correct and that's the great
19:17
part that you talked about you know in
19:19
reality the podcaster is the owner of
19:21
the show he writes the rules and if he
19:23
if he's got an advertiser that he really
19:25
believes in yes bottom or and he's this
19:28
it's not like he's pushing it or just
19:29
saying hey you know buy this product I
19:31
mean and that's great about podcasters
19:33
and in the people like yourself who are
19:36
working in this industry that's
19:37
exploding is that it's a passion type I
19:40
don't want to say a passion type program
19:43
I mean you don't talk about you don't do
19:44
a podcast if you don't believe in it
19:46
yeah you know that's right and and I
19:49
want to also encourage your your the
19:52
businesses that are listening to your
19:53
podcast and interested in advertising on
19:56
podcasts to think about some of the
19:59
demographics and not overthink it so on
20:02
use some common sense and I'll give you
20:04
a couple of examples on some of the
20:07
history podcasts for example as a world
20:11
war ii history who do you think would
20:13
probably be interested in let's say
20:15
world war ii history well it's probably
20:17
men who are over the age of 45 or 50 you
20:21
know and then so you know go to that
20:24
think you think about that and of course
20:26
you could contact the podcast and go
20:28
back and forth with it and find out what
20:29
their demographics are and similarly um
20:32
i would encourage any podcast say any
20:35
business is interested in reaching women
20:37
to go to the true-crime category um it's
20:41
remarkable how many women are listening
20:45
to true-crime shows and we have a very
20:48
rich a true-crime category and
20:50
phenomenal shows there's even one show i
20:53
have to point out they'll get a kick out
20:56
of it if they happen to be listening to
20:57
your show but it's called white wine
20:59
true crime and these these ladies sit
21:03
there and they drink wine while they're
21:04
talking about and kind of picking apart
21:07
some of the television shows about true
21:09
crime and they have a blast doing it so
21:11
there's just all kinds of shows out
21:13
there that are not inaccessible they're
21:17
very accessible and the podcasters
21:19
themselves are more than happy to go
21:21
back and forth you know emailing and so
21:25
forth in our system yeah and and it's
21:28
funny that you mentioned others other
21:30
shows and i think it's great because the
21:32
podcasters that's why i kind of want to
21:33
jab you on the show it's not something
21:35
you're you're this particular type of
21:38
product i want to say isn't something
21:41
that i would usually have in the show
21:42
but to me it's one of those things you
21:44
have invented you found a problem you
21:45
invented a fix for it created this
21:48
website and our listeners to know that
21:51
whether you're looking you have a small
21:53
business you're looking to advertise or
21:54
if you're an inventor who's going to
21:57
have a small business soon that
21:58
podcasting is is a two-way street you
22:01
can you can have a podcast just to get
22:02
your product out there you can have a
22:04
podcast just to talk about how great
22:07
your product is and what it does and and
22:09
what dave is talking about is that you
22:12
just need to talk to your niche the
22:14
people that believe and one
22:16
listen to what you have to say yeah it's
22:17
great because you don't force this
22:19
information down anybody's throat
22:20
innocent in a way that's right because
22:25
you know if you feel like you have a
22:28
patch in like you do for example a to to
22:30
talk about an itch whether it's business
22:33
related or whether its political or
22:36
whether it's an interest that you have
22:38
um you know there is there's an audience
22:42
for it yeah there's no doubt about it so
22:45
let's back up a little bit and and when
22:47
you came up with the the pod search
22:51
theory or your thing how long did it
22:53
take you to really act upon it or are
22:55
you one of those guys that says you
22:56
thought of it you started working on oh
22:58
that's that's a really interesting
22:59
question well um you know I would say
23:02
that it was a process that went in
23:05
phases so the first phase was when Patti
23:09
and I were going around the country
23:10
talking with the podcasters and I'm
23:12
finding that they were having trouble
23:14
getting new listeners because they were
23:16
kind of in this low orbit doing social
23:19
media and some other little stuff and
23:20
then the second problem was they were
23:22
having trouble getting access to the
23:24
advertisers and so in my mind I was
23:26
rolling it around this was the summer of
23:28
2016 I'm thinking to myself well um
23:31
there's got to be a better way to do
23:33
this and then I started looking at the
23:35
analytics of Google Analytics to find
23:37
out that there's like a million that
23:38
have to two million people that are
23:40
searching for general terms and nobody
23:41
was going after that audience yeah and
23:44
so then in my mind I thought well then I
23:45
could you know kind of go after that
23:47
with money but then I would need the
23:49
listing fees do that so the business
23:51
model kind of came together over I would
23:53
say a few months and then I was starting
23:56
to sort of talk about it one of the
23:58
things about me is that I don't keep
24:01:00
things a secret like I will talk to
24:04:00
anybody and everybody about what I'm
24:06:00
thinking and let them shoot holes in it
24:08:00
and and and help me to kind of frame it
24:11:00
and shape it because I don't have all
24:13:00
the answers but I have ideas so you know
24:17:00
it was it was taking shape I would say
24:19:00
between the the summer of 2016 and then
24:22:00
finally in December um Patty and I were
24:25:00
talking about it and we decided you know
24:26:00
what let's just do this thing and so on
24:28:00
I had had
24:30:00
connections with developers in India and
24:33:00
he found a fantastic firm that was able
24:35:00
to charge on a project basis rather than
24:37:00
hourly so I knew that for my previous
24:39:00
experience of having the online ad
24:40:00
exchange that it was much better to do
24:42:00
it that way so and some fantastic people
24:46:00
in our company and our agency that were
24:47:00
anxious to help us with that and so you
24:51:00
know in terms of the sales and the
24:53:00
shaping of a design and so I pulled
24:56:00
together a little team and I said you
24:58:00
know let's see if we can make this
24:59:00
happen and we we experimented and played
25:01:00
around with it and and then we found
25:05:00
some some inexpensive platforms to build
25:08:00
the software on and so forth that just
25:10:00
came from asking a lot of questions and
25:12:00
and and reaching out to people and so
25:15:00
then when we once we have the bones of
25:18:00
that taking place including by the way
25:19:00
on being able to take credit card so we
25:21:00
brought work with our bank who referred
25:23:00
us to a company called first data who
25:26:00
helped us get the authorize.net part of
25:28:00
it down so that we could accept credit
25:30:00
cards so once we had all that then I
25:32:00
would say in about maybe April of March
25:37:00
or April of this year we started going
25:40:00
out to the people we knew and the npr's
25:42:00
of the world and ESPN and others and we
25:46:00
started saying you know we'd like to try
25:48:00
this what do you think would you be up
25:51:00
for it it's not going to cost you very
25:53:00
much money and and we were so fortunate
25:57:00
that we got just such tremendous support
26:00:00
from really virtually all the networks
26:02:00
and and they said yeah you know we don't
26:05:00
we don't know if this is gonna work
26:06:00
either but you know we trust you guys
26:09:00
and let's just give it a whirl and you
26:12:00
also made it a low barrier to entry so
26:14:00
we we might not only had a low price of
26:17:00
$9.99 per show per month but we also
26:21:00
made it with no contract so we said
26:23:00
there's no commitment here you know we
26:25:00
don't even know if it's gonna work so we
26:28:00
wouldn't expect you to commit to it
26:30:00
either and and by keeping that barrier
26:32:00
to entry really low we've been able to
26:34:00
get about at 99 percent renewal rate
26:36:00
which is phenomenal 99 percent that is
26:39:00
phenomenal is I know no doubt about it
26:42:00
you know usually you get that chair
26:43:00
especially with new website you know the
26:46:00
reason is frankly I'll explain why that
26:49:00
is I think it's because as we get more
26:52:00
and more shows remember that any
26:55:00
individual show is putting any flat
26:56:00
amount so let's say it's $9.99 so
26:59:00
they're doing that
26:59:00
month after month after month but be
27:01:00
because the number of shows is
27:03:00
increasing the total pool of dollars
27:06:00
that we can put to work in paid media is
27:08:00
increasing therefore the number of
27:10:00
listeners is increasing and therefore
27:12:00
going to paying a flat amount after
27:13:00
reaching more people ergo the cost for
27:17:00
listener acquisition is going down over
27:19:00
time so that's what they see and that's
27:20:00
why I think they renew it seems like you
27:23:00
know again because of your planning and
27:26:00
your background in knowledge I mean to
27:28:00
me the way you were explaining how you
27:31:00
work through you know before launching
27:34:00
is kind of what an inventor does I mean
27:36:00
you problem and you talk to some people
27:39:00
about it you do some research
27:40:00
yeah and then you talk to some more
27:43:00
people you put a good team together
27:44:00
which you need you know and I stress
27:47:00
this that nothing great ever is done
27:49:00
alone that's right have a good team and
27:53:00
then you talk to more people and you
27:55:00
launched it slowly which is right and
27:58:00
you know what our inventors our
28:01:00
listeners have to know is is you have to
28:04:00
talk about it you have to keep me out
28:05:00
get that forward movement which is
28:07:00
important another way to frame what
28:11:00
you're saying is I like to make my
28:14:00
mistakes on a small scale you know if
28:18:00
you do your to your exact point which is
28:20:00
move as you know as slowly as you can
28:23:00
even though everybody says you know kind
28:25:00
of have first mover advantage and get in
28:26:00
there and compete compete yes but you
28:29:00
you also want to make your mistakes on a
28:31:00
small scale so that it doesn't really
28:32:00
hurt you
28:33:00
correct yeah it's very important
28:35:00
especially on a low budget specially
28:36:00
when you don't want to have to any
28:38:00
issues I hate to call mistakes missteps
28:40:00
you don't want to have to charge your
28:42:00
your potential customers because right
28:44:00
so I think that you know again it's your
28:48:00
plan you know you want to say it seemed
28:50:00
like it came together was there anything
28:51:00
that you ran into that what was a
28:54:00
misstep that you were able to overcome
28:56:00
oh boy um or something that you thought
29:01:00
was going to happen and it didn't but it
29:05:00
would say yeah I did yes I'll tell you
29:10:00
what the advertisers actually so we
29:13:00
thought gosh you know what we don't want
29:17:00
to have too many advertisers come in and
29:19:00
swamp these podcasters so what we're
29:22:00
going to do is work in it we're going to
29:24:00
create a little bit of a gating factor
29:26:00
to that and we're gonna charge $19.99 a
29:29:00
year so not not of a major amount but
29:33:00
will just will require a fee to be
29:36:00
signed up as an advertiser in Bob search
29:39:00
well we had that going for a while and
29:43:00
we really didn't get much traction about
29:45:00
we could see it now advertisers would
29:47:00
get to our page they get to that place
29:49:00
where they were finding out about it and
29:51:00
then they would leave the website so um
29:54:00
we finally realized well you know what
29:58:00
um we shouldn't worry about too many
30:01:00
people coming in let's just eliminate
30:03:00
the fee and and and it made sense in
30:06:00
retrospect because what we found was
30:10:00
that people were used to I should say
30:13:00
advertisers businesses looking to
30:14:00
advertise they were used to getting
30:16:00
great information and audience
30:18:00
information for free from sellers from
30:21:00
the podcasters themselves were the
30:23:00
selling networks they didn't have to pay
30:25:00
anything to get that information so it
30:29:00
made sense so once we removed it then we
30:31:00
started getting traction but we didn't
30:33:00
you know we had a theory and we were
30:35:00
wrong and so we changed it yeah but
30:38:00
you're able to change it fairly quickly
30:40:00
you saw and what people hopefully
30:43:00
they're they're learning is that you had
30:45:00
that data you knew that the advertiser
30:47:00
potential I was getting to a certain
30:49:00
point and they were bailing anyway that
30:53:00
power and that's why data whether you're
30:55:00
an inventor a small business owner yeah
30:57:00
are you able to track that and the data
30:59:00
is so important yes and one of the
31:02:00
things that we do in terms of data is
31:04:00
report to the podcasts what's happening
31:07:00
so
31:09:00
there is a pixel that you know happens
31:12:00
that enables us to look at Google
31:13:00
Analytics so to the extent that people
31:15:00
can know what the Google Analytics are
31:19:00
that that is something that's reportable
31:21:00
so I think that you know the depth to
31:25:00
which you can you know put pixels on
31:28:00
people's you know activity without
31:30:00
abrogating any privacy issues that's
31:32:00
really important to know how you're
31:34:00
doing and look at those Google Analytics
31:36:00
yeah it's I totally agree with you 100%
31:39:00
we talked about small business owners
31:42:00
and vendors go out there and search get
31:44:00
that Google Analytics on your website if
31:46:00
you don't know how to use it get
31:47:00
somebody to help you it's this very very
31:50:00
important - right I should point out
31:53:00
it's free and just somebody write 100%
32:01:00
because you don't want if somebody in a
32:03:00
potential investor yeah somebody wants
32:05:00
to help you whatever you don't want to
32:07:00
have to say I don't know you know it's
32:10:00
very important data is very important
32:11:00
and that's what I think you know from
32:13:00
what you're talking about your
32:14:00
background it seems like you have like
32:16:00
the perfect storm your advertising
32:17:00
background the data right it seems like
32:19:00
you have a business background and being
32:21:00
able to launch the site and get people
32:24:00
signing up very quickly I mean I really
32:26:00
commend you because as you know it
32:28:00
doesn't happen too often yeah no that's
32:30:00
right as well the other thing that is
32:39:00
needed is love for the thing you know I
32:42:00
love listening to podcasts I listen to
32:45:00
podcasts I mean I can't even imagine how
32:48:00
many hours a day so I just want to share
32:52:00
it and I think that you know that that
32:54:00
come so that's a passion that comes from
32:56:00
inside that drives me every day and I
33:00:00
just want more and more people to
33:01:00
discover the incredible programming
33:04:00
that's out there yeah that's a good
33:06:00
point that you make Dave you really have
33:08:00
to be passionate you really have to love
33:10:00
what you're going to be working what you
33:11:00
do you can't force those types of things
33:13:00
you can't for a little while I guess
33:15:00
right after a while it's gonna catch up
33:17:00
with you and I could tell just I can
33:19:00
tell just how you're talking about it
33:20:00
that that you love what you're doing we
33:23:00
yeah which is great to see you know it
33:25:00
really is and you know being able to
33:27:00
work with with your wife with your
33:28:00
family that must be a lot of fun also
33:30:00
sometimes maybe not but but in - oh no
33:32:00
it's probably great you know what I what
33:35:00
I love is the explosion of creativity
33:37:00
and allowing people who don't have a
33:40:00
background in broadcasting or in any
33:44:00
kind of audio format to let them do it
33:47:00
there's a wonderful little show called
33:50:00
Ben Franklin's world and it's this woman
33:54:00
who you know is I believe she has a I
33:58:00
think she's a librarian or she has some
34:01:00
connection with a university in library
34:05:00
sciences or something I could be totally
34:07:00
messing up her background but she's
34:09:00
definitely not a broadcaster and she
34:12:00
just has a love of Revolutionary War
34:15:00
that period and so she created a little
34:19:00
show around it with different episodes
34:21:00
about life in that time and it's just so
34:24:00
engaging and it would recently won an
34:27:00
award because it was so original and so
34:30:00
interesting and you can tell I mean when
34:32:00
you listen to her you can know this is
34:33:00
not a professional voice-over person you
34:36:00
know but but she just has a love of this
34:38:00
topic and I just I think it's so
34:41:00
fantastic that people who have this
34:43:00
knowledge can share it in this format
34:45:00
yeah I'm glad you say that because I
34:47:00
think it would take away from some of
34:49:00
the originality if it wasn't the actual
34:52:00
person I mean we know it's not about
34:54:00
yeah person and you know it just shows
34:56:00
the epitome of how great the podcasting
35:00:00
world is it really I mean being able to
35:02:00
just turn on a microphone and talk about
35:04:00
what you love yeah I think it's awesome
35:07:00
so you know today we're kind of running
35:11:00
low on time
35:12:00
it went by fairly quickly I was
35:15:00
surprised when I looked down at our
35:16:00
clock and I appreciate your time today
35:20:00
and you know again our listeners are
35:23:00
going to definitely they're probably
35:24:00
hitting now but they're gonna be going
35:25:00
out to pod search they're gonna be
35:26:00
definitely looking to see what you do
35:28:00
and I think you're doing a great job
35:30:00
thank you great for all the podcasters
35:33:00
myself and I'm gonna be really pushing
35:36:00
people to sign up because
35:37:00
I think it's very well done and I think
35:39:00
it's really gonna help the the industry
35:41:00
and and help people whom aren't very
35:43:00
technical savvy or maybe they just don't
35:45:00
like the other search engines that are
35:46:00
out there you know iTunes and as you
35:48:00
know this there are some come yeah well
35:51:00
you know I saw I just want to make one
35:52:00
quick point which is that there are some
35:55:00
great repositories of content so Apple
35:58:00
has hundreds of thousands of shows and
36:02:00
there's other you know players out there
36:04:00
that do wonderful things so we're trying
36:06:00
to do something different than all of
36:07:00
them
36:08:00
not trying to be a player we're trying
36:10:00
to be a place to discover content right
36:13:00
yeah and I think you're doing a great
36:14:00
job at that very simple very easy to use
36:17:00
and that's kind of what I was getting it
36:18:00
is very very easy to use in and a lot of
36:20:00
people need that especially if they're
36:21:00
new to podcasting you don't want it to
36:23:00
be discouraged when they guess it
36:25:00
introduced to it and that's what I
36:27:00
really like about the site thank you and
36:30:00
I appreciate so well you're very welcome
36:40:00
and you would never never know that this
36:43:00
is your first show yeah great job and I
36:46:00
mean you know again you're you're
36:48:00
obviously talking about something you
36:50:00
love so yeah you know it's it's it's not
36:52:00
a problem in that sense you did an
36:54:00
awesome job just real quick obviously
36:56:00
pod search.com is there a way for people
36:59:00
to get in touch with you if they have
37:00:00
questions or they're on the site it's on
37:02:00
the side there's a Contact Us link from
37:13:00
the mobile app is actually what most
37:15:00
people do and one last thing which is
37:17:00
that we have show samples on most of the
37:19:00
profile pages so I would encourage
37:21:00
people to listen to the show samples
37:23:00
because we take a lot of care and
37:25:00
curating that together so even get an
37:27:00
idea what the show's sound like yeah
37:28:00
yeah that's a great feature
37:29:00
there's no doubt about it so awesome
37:31:00
Dave thank you so much thanks for your
37:33:00
pleasure thanks for giving up your time
37:35:00
today and all of you listeners out there
37:37:00
everyone please if you have a question
37:39:00
for for Dave just go ahead jump out to
37:43:00
pod source com
37:44:00
leave a message check it out but but
37:46:00
definitely transverse the site take a
37:48:00
look at it if you're new to podcasting
37:49:00
if you're
37:50:00
veteran the site has something for
37:52:00
everyone it's a it's pretty awesome and
37:54:00
it's and actually looks good it flows
37:55:00
very nicely and again if you have a
37:58:00
question for myself for anybody at the
38:00:00
event there's a launchpad Network of
38:03:00
shows go ahead on to you in Venice
38:04:00
launchpad comm leave us a question and
38:06:00
we'll get back to you right away I thank
38:08:00
you all for listening and this is
38:10:00
Carmine Dennis Koh your host until next
38:12:00
time thanks to thanks all take care

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