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If you’re a public radio geek, it’s really worth a listen, if only to hear Jesse try to contain his obvious man-crush on Ira.
I have a couple, specifically geared towards making money for CBC Radio, which faces a planned cut of $14.4-million from its budget, as part of a plan to make up a $171-million shortfall. Now, these ideas won’t necessarily save CBC, but they could generate some extra cash.
If you ask me, CBC Radio is missing out on some really simple ways to generate revenue online.
Yup, I think we should do that. Make money online. Because as Mark Ramsey said during his keynote at las year’s Public Radio Program Director’s Conference:
It’s a different world online. Don’t go online and create the expectation that this is going to be as non-commercial as offline. Because if you create that expectation you will be held to it. And you will be worse for it. You will be worse for it.
Here then, are three ways off the top of my head that CBC Radio can make some dough, online, right now.
1. Help sell books, take a cut
FACT: CBC Radio puts a lot of authors on air
FACT: Amazon and Indigo are in the business of selling books, and both have affiliate programs that’ll pay referring sites up to 8.5% commission
What could this mean for CBC Radio? Let’s take Canada Reads for example. We know that Canada Reads generates books sales: “sales of Michael Ondaatje’s In The Skin of A Lion increased by 80,000 in 2002, the year of its appearance on Canada Reads. Its publisher, Random House of Canada attributed much of this increase to Canada Reads.”
Ten thousand bucks for sending a little traffic Amazon’s way? Consider that Canada Reads picks not just one, but five books every year, and you’ve got a halfway decent way to offset production costs for that show. Set up affiliate links on the Writers and Company and the Words at Large sites, and literary programming might just get a financial shot in the arm. Would a little “Buy at Amazon.ca” and/or “Buy at Indigo” link be that offensive?
2. Help sell music, take a cut
FACT: The CBC Radio 2 site has an incredibly helpful Playlists page that tells you what music was played at what time on what shows
FACT: There’s no way to actually buy any music from that Playlists page
Again, one revenue opportunity is affiliate links. Apple has an iTunes affiliate program that pays 5 cents per song. So write a script that scrapes the existing playlist data and generates iTunes affiliate links. I can’t say I have any idea how many 5-cent drops in the bucket you’d get, but I’m positive it’s more than zero, which is what the Playlist page is making now.
Also, why can’t I buy any music from CBCRadio3.com via iTunes, kicking some dough to both the indie artists and the broadcaster that helped me find them?
3. Sell some freaking podcast ads sponsorhips
Hundreds of thousands of CBC podcasts are downloaded weekly. Smart, connected Canadians listen to those podcasts. That’s a valuable audience, reachable for cheap.
Remember back in 2007 when CBC Radio started running “sponsorship messages” at the beginning of each podcast? Something like “The delivery of this podcast is sponsored by GM” or some such thing. Those messages brought in a large amount of money. They’ve since been replaced with promos for other CBC programs.
Personally, I certainly wouldn’t mind hearing podcast sponsorship messages again, so long as they were sufficiently separated from the editorial content of the shows, and especially if they helped keep shows on the air.
And the CBC could be smarter about how they sell those sponsorships. They could sell them on a show-by-show basis, not just the blanket-style GM ads that ran in 2007. For example, why not sell tech sponsorships on the Spark and Search Engine podcasts?
Also, if I wanted to sponsor a CBC Radio podcast, where would I go? Who would I talk to? I have no idea. Here’s a thought — why not use those 20-second bumpers at the beginning of each podcast to say “Your sponsorship message here!”
What do you think? Should CBC Radio’s online presence be as non-commercial as the radio service, or could you handle ideas like these being put into place to help keep shows on the air?
Via Robert Paterson’s weblog, a great video of NPR’s Adam Davidson, explaining how they approached the incredibly complicated subject of the housing crisis for This American Life’s The Giant Pool of Money and the Planet Money podcast:
As you’ll see in the video, Davidson thinks that journalists are too reluctant to acknowledge their own ignorance when approaching complex stories. “The Giant Pool of Money,” on the other hand, felt like a learning process for Davidson and Blumberg as much as their listeners.
It’s about surprise and humour. It’s a bit of Storytelling 101 (event leads to event leads to event leads to universal truth). But it’s mostly about craft, and if you tell stories, it’s totally worth 32 minutes of your time. From 2007, here’s Ira Glass at the Gel Conference:
Present again is Ira’s familiar “taking the tools of journalism and applying them to people whom you wouldn’t normally apply them to” mantra.
Particularly interesting is the explanation for why TAL doesn’t have billboards (or “bills”):
One of the differences between our show and the other shows on the public radio is that the other shows will start their show with a list of what’s coming up on the program, which I feel is a sort of singularly uninteresting way to start something. Actually, on our show we would just start the action going. Like, I feel that if we could draw you into the dream of it, you’ll be inside it before you can even think about why you’re inside it or what it is. And it’s far more irresistible.
For the past few weeks, I’ve been doing a series for GO! on CBC Radio One. In it, I solve problems in my personal life by hiring professionals. Two weeks ago, I realized that no one laughs at my jokes, so I hired a drummer to follow me around for a day and punctuate my humour with stings (MP3 of the segment).
Then, last week, I noticed that people always hang up on my voicemail. So I got some help from a couple of professional voiceover artists (MP3 of the segment).
This week, I plan to solve another problem, and you can hear it on your radio Saturday morning at 10, or online at cbc.ca/listen
Or better yet, if you’re in Toronto, there are still tickets left for the show. And they’re free. So if you like getting up early, come on down and be part of the studio audience. Because it’s fun.
