Want to help your clients grow revenue? We ask Heather Osgood, CEO of True Native Media, to share how Podcast Editors and Podcast Managers can work with sponsorships and advertising.

Heather shares her expertise on what podcasters want from sponsorships, what works best to get a better ROI, and how podcast editors can work with agencies like True Native Media.

Key learnings:

• The different types of podcast ads and which ones generate the most income
• How to determine if a podcast is ready for sponsorships, and what to do if it’s not
• Tactical things to consider for managing sponsorships, such as tracking downloads and communicating with brands

Key moments:

(00:00) Heather Osgood from True Native Media

(03:45) Expectations of Podcasters Regarding Sponsorships

(06:07) The Role of Podcast Editors in Monetization

(10:08) Download Numbers and Sponsorship Viability

(12:49) Affiliate Ads as a Starting Point

(16:29) Tracking Affiliate Performance

(19:51) Qualitative vs. Quantitative Metrics in Sponsorships

(24:01) Managing Sponsorships and Tracking Success

Resources mentioned in the show:

• Heather's Representative Agency: TrueNativeMedia.com
• Heather on LinkedIn (check out her URL): LinkedIn.com/in/podcastadvertising/

About Heather Osgood:

Heather is the Founder and CEO of True Native Media, a leading podcast representation agency that connects high-quality podcasts with major brands. With a background in radio and a focus on authentic brand partnerships, she’s helped shape the future of podcast advertising. Heather is also the host of The Podcast Advertising Playbook and a frequent speaker at industry events like Podcast Movement and SXSW.

Our Editor

This episode of the Podcast Editors Mastermind was edited by Alejandro Ramirez. You can find him on LinkedIn if you're interested in talking with him about editing your show.

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Tools we used:

*Riverside.fm to RECORD

We used Riverside to record this episode and create marketing assets for the show. Their Ai editing tools saved about 3 hours of work and created the video version you'll find on YouTube.

*WhisperTranscribe for SHOW NOTES

WhisperTranscribe assisted in the crafting of this episode description. It probably saved me 30 minutes by providing a summary and a list of chapters.

*Captivate.fm for our podcast MEDIA HOST

We use Captivate to host the podcast. Captivate offers amazing features for a low monthly price, including full control of dynamic insertion, embedded chapters, and Blocks/Shortcodes to quickly add content to show notes (either static or dynamic!)

*Use of the above affiliate links may earn us a commission, which is used to support the efforts of this show. Thank you in advance for your support!

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Mentioned in this episode:

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