Podcast Sample

My name is Joe Petrie and I’m the editor-in-chief of Airport Business Magazine. I’m joined today by Josh Smith, editor of Ground Support Worldwide and Jennifer Wilbershied, editor of Aircraft Maintenance Technology.

We are here today to launch our new initiative in 2020 to revolutionize how our audiences consume information while cementing our brands as the leaders in content generation. 

Aviation Industry leaders are constantly looking for information. They need education, best practices and new ideas to build their organizations. And most importantly, they need to access that information on their own schedule.

Podcasts are a dynamic outlet to meet this demand. We provide Hyper-concentrated Topics in an audio Format to Create a whole new way to meet market demand via the Website, newsletter and social media.

Multimedia channels are a powerful tool to reach our audience. The medium is growing thanks to an evolving appetite for consuming information.

Podcasts enhance written information we house on the website and adds depth to the topics our readers want more information on. By harnessing this outlet, we provide a unique opportunity to reach audiences across the AviationPros brands. 

Now Josh, how what kinds of revenue opportunities are present from podcasting?

There are two types of podcast that advertisers can sponsor.

The first is a Promotional Podcast, in which the sponsoring company drives the focus and discussion of the podcast. This branded content would be used to profile the advertiser’s business and spotlight the latest products and developments or other talking points of the advertisers’ choosing. Think of it like an advertorial piece you might see in our print publications.

The second is a Supported Podcast, in which the sponsoring company receives advertising around an editorial-driven podcast. Advertising opportunities could include a Banner Ad on the AviationPros website where the podcast is housed; a Pre-Roll or Post-Roll Ad that would be recorded and played before or after the podcast; an Ad Spot that would be recorded and played during the podcast episode; or a Live Read that would be an advertising message read by the podcast host during the podcast.        

Now that we’ve discussed how our clients can become involved with our podcasts, let’s discuss some of the ways we can provide additional value for our podcast sponsors. Much like other pieces of advertiser-supported content, we can promote a podcast in ways to bring more attention and stronger leads to our clients. An email blast with the podcast could include an advertiser’s logo. Or, a podcast could be gated on the website, requiring visitors to log-in for access. Then those captured leads could be shared with our advertiser. Additionally, social media campaigns to promote the podcast and provide additional exposure for our sponsors are also a possibility.

Really, all of our digital tools that have been available to us are available for promoting a podcast.

When a company is interested in working with us on a podcast project, they’ll likely want to understand our style and episode formats. Jennifer, how versatile can we be with these details?

Each episode can be as long as it needs to, but ideally less than 30 minutes. Episodes focus on one topic and are presented in a quick and consumable portion of information. The audience gets the information they’re looking for while not being stuck in a traditional long media format.

If they want more information, we can provide more layers to the podcast, such as images or video housed on the website to flush out additional details on the presentation.

Podcasts let us build on the traditional print outlet as well. Stories in the magazines are animated by more information provided beyond just magazine content, so our readers are building on what they have read and bringing it to life via the AviationPros website.