Kristina from BrainTraffic and I were discussing podcasting over lunch today, specifically – relationships between advertisers and podcasters. As always, we concluded the most logical, credible solution is the conventional, NPR-esque, announcer-mentioned sponsorship IT Conversations is exploring.
As Kristina stated, this model helps guarantee the both podcaster and advertiser are interesting and appropriate to the listener. In the best case, the result is a “peanut butter in my chocolate” combination like IT Conversations and GoTo Meeting. This combination raises the credibility of both brands. I might even be able to use GoTo Meeting to create an IT Conversation. Everyone wins, including the listener.
Worst case scenario, it’s an advertiser trying to buy street cred like:
In this case, the opposite happens, both brands are discredited.
From Laura Reis at The Origin of Brands Blog: