Hack49.Join or Build a Podcast Network

Hack 49. Join or Build a Podcast Network

There's strength in numbers when it comes to podcasting, and by joining or building a podcast network, you can benefit from increased numbers in a variety of ways.

Podcasting's ability to target niche markets can be both a strength and a weakness. It's a strength because podcasting is uniquely able to provide content where it doesn't make economic sense for other forms of media to do so. It's a weakness because those niche markets aren't always large enough to make it practical for podcasters to promote themselves efficiently or to provide the listener base necessary to attract advertisers.

Podcast networks provide a solution to the niche dilemma by grouping podcasts together, either informally, most likely centered on a common theme; or formally, for commercial purposes. This grouping offers a number of advantages for listeners, podcasters, and advertisers.

7.7.1. Informal Networks

An informal network is defined as one that is formed for the primary purpose of increasing the visibility and therefore listenership of its members. By grouping together podcasts of a similar theme or a complimentary variety, an informal network can promote itself using the combined listener base of its member podcasts. This gives it the ability, for example, to have the same voting power in online directories as larger podcasts. It also has the advantage for the listener of making it easier to find content of a specific nature.

The first podcast network was an informal one, formed way back (in podcasting time) on December 7th, 2004, and it serves as a model example for the purpose and style of an informal network. The GodCast Network was created when the host site, http://godcast.org/, received a mention in an article on podcasting in Time magazine, and site owner (and author of this hack) Craig Patchett decided to share the publicity with other similar podcasts. The network currently hosts 11 shows, 7 of which are produced externally. The simple techniques used for building The GodCast Network, which you can easily use to build your own informal network, will be covered later in this hack.

Typically an informal network will offer a mirrored RSS feed for each of its member podcasts, along with a combined RSS feed that offers all the podcasts in one subscription. The member podcasts will still maintain their own sites and the network will link back to those sites. (See http://www.godcast.org/ for an example.)

7.7.2. Commercial Networks

While a commercial network is also interested in increasing visibility and listenership of its member podcasts, its purpose for doing so is to make money. The larger the listener base, the greater the number of advertisers that will be interested in advertising, and the more money they will be willing to pay. In addition, a well-designed and marketed commercial network will draw traffic to its site and can generate additional income from banner ads placed on its web pages.

The first commercial podcast network launched on February 14, 2005. The Podcast Network was founded by Mick Stanic and Cameron Reilly of the G'day World Podcast and is designed to present a "best-of" collection of podcasts in a variety of categories. Podcasts are offered as network "channels" and each one covers a different topic, such as mobile phones, tablet PCs, jazz music, etc.

Due to the nature of commercial networks, all RSS feeds for the member podcasts will typically be offered through the network host, along with the hosting for the podcast sites themselves. This gives the network full control over access to the podcasts to be able to track advertising statistics effectively. (See http://www.thepodcastnetwork.com/ for an example.)

7.7.3. Joining a Network

Each network will have its own criteria for joining, based on the type of network, the subject matter it's trying to cover, and the idiosyncrasies of its owners. The best general approach to joining a network is to consult its home page for information on joining or for contact information. While membership in most networks is free once you're accepted, you might have to agree to terms regarding things such as advertising, content limitations, etc.

7.7.4. Building a Network

While joining a network has its benefits, building one can have even more and will certainly be an enjoyable venture. Although building a commercial network could be the topic of a book of its own, building an informal network can be remarkably easy, thanks to features offered in popular blogging applications used by podcasters to build their sites, such as WordPress [Hack #38] (http://www.wordpress.org/) and Radio UserLand (http://radiouserland.com/). In particular, both of these applications offer a category feature that allows you to assign each blog entry to one or more predefined categories. Since each category has its own RSS feed, this feature is perfect for supporting a network. Simply create a category for each podcast in the network, along with a primary feed (if desired) to carry all the shows. This is exactly how The GodCast Network was set up.

Using this technique gives you a separate web page for each podcast in your network. If you have your own domain, this allows you to set up subdomains for each podcast and forward them to the appropriate page if you want. For example, http://rachel.godcast.org/ and http://tlw.godcast.org each point to separate podcasts at The GodCast Network.

One final option, if you're the enterprising sort, is to purchase a dedicated server or virtual private server and become your own web host for your network as well, becoming a digital landlord and renting out space and bandwidth [Hack #39] to the members of the new podcasting community you're creating.

7.7.5. See Also

• "Rebroadcast Your Favorite Feeds" [Hack #2]

Craig Patchett