How much do you charge for podcast recordings?
The idea that new media consumption should be free is one thing, however, being compensated properly for production services will never go out of style!
Recently we received a question about what to charge for podcasts. To paint a picture of our experience with talent and podcast rates, we treated the fees like any other broadcast medium, paying $250 for an intro, podcast imaging (one liners for 4 segments), and 25 episode numbers, full buy-out.
That was in 2005. When we changed our name to Voices.com, we continued to use the imaging for the new podcast and are very happy with it.
Now, you could argue that we understand the value of a voiceover, regardless of its usage and reach, hence why we went with a quote on the top end of the scale instead of a lower fee. It’s the same in any business. If you want a quality product or service, you will pay for it. For some reason, there is the misconception that because a podcast is technically not for ‘broadcast’ purposes that the voiceovers should be less expensive for this medium.
I beg to differ.
Podcasts can potentially reach more listeners and more highly targeted listeners than broadcast commercials can depending on the audience size and following of a podcaster. Some popular podcasts have thousands if not tens of thousands of subscribers which in some cases equates the so-called medium broadcast markets.
Podcasts are also available to listeners in two ways. First off, they can download the audio from a podcasters website or they could subscribe to the feed via iTunes or similar aggregators of content.
Essentially, podcasts are available to listen to again and again, getting more mileage out of a voiceover, imaging package, or music production. This should count for something. One of the issues on the table concerning the ACTRA strike is that union members of the Alliance of Canadian Cinema, Television, and Radio Artists are not being fairly compensated for the use of their work on the Internet. This use could take shape in the form of a podcast, website tutorials, online commercials, presentations, eLearning, or promotional material.
ACTRA is still on strike (now 2 weeks and counting…) over this sticky issue.
Producers are claiming that they shouldn’t have to pay for the work to be used online if they had already bought it for other purposes and compensated them fairly for it.
For example, let’s pretend a commercial had been recorded for television with union talent. According to the producers, a commercial made for television could be used free of charge on the Internet. People in general are deceived by the notion that everything on the Internet should be free, free, free!
When you look at it, nearly everything minus key services and products are free. You can always upgrade a service level somewhere, but almost anything that you can participate in on the web comes with a free trial, a free account (think email), newsletters or free downloads. OK, I’ve said my piece and identified the landscape / challenges that new media presents us with. Now, it’s your turn. What do you think the industry should be charging for podcast voice over packages?
Share your thoughts by leaving a comment.
P.S. Stay tuned to learn more about how you can profit from podcasting 🙂