• I have postcards (just got them), business cards, and new travel posters (http://AmateurTraveler/posters)
• I reply to ALL my listener email
• I post on topic-relevant forums
• I sell T shirts, mugs, etc (only to myself in the year I have had them), I use them in
  contests like this month’s trivia contest (http://amateurtraveler.com/board/viewtopic.php?
  t=781)
• I have a weekly newsletter with links to the show and news (small but growing)
• I have discussion boards
• I include my site URL & podcast names/descriptions in sign lines for emails & forums
• I put a Flash mp3 player on my website
• I (try to) make it easy to subscribe or direct-download
• I reply to other people’s complimentary blog entries about my podcasts and thank them
• I write thank-you emails to Apple iTunes Support when they have featured my podcasts
• I will give an interview to practically anyone who asks for one
• I have an about me page with backgrounnd information and press info
• I announce each new show on MySpace, facebook, PodcastingNews.com, PodcastPickle.com, popcurrent.com, netscape.com, onlywire.com, reddit.com, groups.google.com, stumbleupon.com
• I email editors of About.com when I talke about an area they cover
• I invite on other podcasters, authors and bloggers as guests who often cross promote
  the show
• I have unique logos for each podcast
• I DJ parties & events for free where the exposure will be good for the podcasts, and I prominently display posters & flyers for my podcasts
• Per above, I have 4 x 6 flyers, business cards, and posters
• I reply to ALL my listener email
• I post on topic-relevant forums
• I sell T shirts and give away promo shirts
• I have a newsletter with background info, discounts, contests, and access to exclusive content
• I have a Yahoo Group for listener discussions & resources
• I include my site URL & podcast names/descriptions in sign lines for emails & forums
• I put a Flash mp3 player on my website
• I (try to) make it easy to subscribe or direct-download
• I provide playlists for the tracks on the mixes in the mp3 ID3 tag, on the site, and in the mix’s dedicated popup page
• I provide links to the original tracks on Beatport.com
• I reply to other people’s complimentary blog entries about my podcasts and thank them
• I write thank-you emails to Apple iTunes Support when they have featured my podcasts
• I provide code for a feed player that can live on the listener’s own site
• I will give an interview to practically anyone who asks for one
• I find addresses & email addys for publications (hard & soft) relevant to my podcasts, and I send them occasional PR releases when there is something to announce. I thank these publications when they run them
• I have a ready-to-go media kit with long & short bios, podcast descriptions & latest PR releases, logos, headshots, and links.
• I do not publicly denigrate other podcasts that are potential competitors; by the same token, I try to respond to criticism in the most positive manner I can. This last point is probably the hardest for me.

I’m sure we can come up with a few more, but that will keep us busy for a while.

Justin Kaiser
Creative Identity Group

I get asked all the time, how do you find a sponsor?

I’ve been blessed. We aren’t always sold out but we do always have some level of support each month.

I want to be sure to warn you. You won’t be getting rich from selling ads on your show. Internet Radio is still new and advertisers really need to be educated about the value of placing ads on internet radio shows - so be prepared to educate and sell on a regular basis.

If you don’t like selling, you may want to seek out and hire an advertising manager who will do the selling for you in exchange for a percentage of the income. (Usually at least 20%)

To begin your search, take a good look at your target listener.

Who are they and what are they interested in. If you have chosen a tight focus like I recommend, this will be an easy step.

If you’re producing a show about children - you know that there are any number of businesses out there that want to market to parents.

Brainstorm and list some products and services that your listeners would be open to hearing about during your show.

Go to the web and search for companies that offer these products and services. If they offer an affiliate program, you should definitely sign up and look for ways to promote them on the website and during the show. If they do not offer an affiliate program, they are a good lead to add to your contact list.

Now, you or your advertising manager needs to do some simple research. Find a phone number (look in the whois) and call to find out who is in charge of marketing or advertising. Ask to speak with them.

You don’t have to press a hard sell during the first call. You’ll want to just ask them a couple of things.

Have they ever thought about advertising via internet radio on a show that reaches their target market?

Whether they say yes or no, you can ask them if they would they like to receive some more information.

If they say yes, you can ask for their email or snail mail address and promise them some information about your show, target market and advertising rates.

Don’t worry about being a pest. You are offering them a valuable opportunity to reach their target market. The worst that can happen is that they say no thanks

You may find that as you create your show website, send out an initial press release and start creating a buzz for the launch, that advertisers come to you to ask about your ad opportunities. I’ve seen it happen more than once.

If you have trouble attracting sponsorship, it may be a sign that you need to go back to the drawing board and rething or tighten up your topic.

Justin Kaiser
Creative Identity Group

If you’re creating a show to highlight your own skills and services, you will probably want to keep the focus on you.

For other show ideas, you will add variety and expand your reach by inviting others to contribute content on an occassional or regular basis.

I didn’t start out that way, it actually developed slowly over time. When I realized that having a committed team of high quality experts means that there is about 15 minutes of ready to go content for every show - I made permanent arrangements.

Here’s a very valuable tip for the new show host: Don’t make any commitments when it comes to sharing your show time with anyone else.

Listen, this is your baby we’re talking about. It’s your show idea and you want to make sure that it carries the flavor you intended. The last thing you want is to end up feeling like you have to use someone’s bad or just plain boring content just because you have a hasty promise.

When someone approaches you with an idea for your show, stick to this reply: “My show is about (fill in the blank) and if you can show me how your idea connects with my target market, I would love to give it some consideration.”

Always, always turn the responsibility for making it fit back on the person who is asking. It’s not your job to make their ideas work for your show, it’s the other way around. If they can’t convince you that it’s a good fit - it doesn’t stand much of a chance of appealing to your precious listeners.

This goes for guests and possible expert contributers alike. Stand tough and make sure that every show is one that you will be proud of.

A last thought, don’t get bogged down in trying to craft the perfect format. You will likely find that you will want to change some things that you do in response to listener feedback, so the sooner that you can get your show on the air, the sooner that you’ll get this great feedback

Justin Kaiser
Creative Identity Group

Sit down and start to jot down your ideas for individual show topics. Give yourself about a half hour and you should be able to identify at least a dozen different topics. If you can’t - you may be in trouble.

Now don’t get scared… first of all there are no rules about how often you have to publish a show.

You can choose to publish a new show a couple of times each week or only once every other week. It really is up to you.
Just get on a schedule and try to stick to it. Whatever you choose, be sure to let your listeners know how often to expect to have something new to listen to - and be ready to hear pleas for more!

If you’re going to opt for weekly - you should have a pretty good size list of topic ideas to work with. If you’re going monthly, you’ll have lots of time between shows to develop your ideas.

Now, how long will your show be? Listener’s attention spans are short - especially online, so I do advise my students to consider their choice about length carefully. Some podcast programs are only ten minutes in length, easy for the listener to consume on a coffee break. There is no right or wrong, just a personal choice.

Ask yourself what your potential listeners are like. Are they on the move? Do they travel a lot? I love to have plenty to listen to in the car when I’m on the road so I like longer programs.

When you know how often you will publish and how long each show will be - you can start to plan out your content.

See you tomorrow with my thoughts on that!

Justin Kaiser
Creative Identity Group