This is the most straight-forward, up-front reason why independent podcasters have had a difficult time becoming ad-supported.

“Most periodical publications, whether they are print, audio or television, are essentially ad delivery mechanisms. Because of this, big media publishers don’t start by coming up with ideas for new magazines, radio or television shows – they start by identifying attractive groups of advertisers that need a way to connect with audiences.”

Emphasis mine.

Last year I pitched a podcast project that was all about making money and being ad-supported. While the project’s on hold for a bit, I started with talking with the people whose support I wanted.

Well, actually it was Step 2.

Step 1? A conversation about innovative ad modules within a podcast.