Is Selling Sponsorships via CPM a Terrible Idea? | Danielle Desir Corbett vs. Adam McNeil
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Today we’re talking about Podcast sponsorships and the pros and cons of getting paid via CPM or flat compensation.
First of all, what the heck is CPM? Well it stands for cost per mille, meaning a set rate per 1000 downloads. And these days, a lot of brands might try to pay around $25-$30 CPM for a 60-second promo. So if you get 1,000 downloads per episode, you can maaaaaaybe buy a medium pepperoni pizza.
You might be thinking Justin, ”I can easily find a pizza joint where I can get a large for less than $20.” I’m not talking about your local spot with 3.5 Yelp stars, I’m talking about 5/5 quality pie.
Anyways, CPM maaaybe not ideal BUT on the other hand, if your podcast starts consistently getting lots of downloads and more importantly *results* for the right brands, maybe it makes sense.
But then again, as an aspiring podcaster myself, I am more than my numbers. I can help brands in lots of other ways! My alumni and coaching students have told me that one of their favorite Justin-isms is that “you’re not just a creator, you’re a consultant” who can help brands accomplish much more ambitious things.
And for THAT kinda work, I’m gonna need to be slid some guaranteed green, ya feel me?
But honestly…I’m, still pretty confused about what my podcast sponsorship strategy should be.
So, that’s why I asked two experts here today to settle this debate, once and for all.
Adam McNeil, is the host of The Brewview, a weekly podcast all about coffee, kendama, and culture but he’s also the VP of Marketing at Adopter Media, A Podcast Advertising agency that works with brands like Magic Spoon, Lomi, and ChiliSleep to name a few.
Danielle Desir Corbett, on the other hand, is the host of The Thought Card Podcast, Founder of Women of Color Podcasters community, and she’s also a Podcast Marketing Coach, helping overworked podcasters grow their audiences, improve their visibility, and make more money.
By the end of this episode, you’ll know:
1. Whether there are advantages to adopting different sponsorship pricing structures during different chapters of your creator journey
2. How to more clearly articulate your value to brands and agencies at the negotiating table
3. Who is a better Creator Debater: Adam or Danielle?
CHAPTERS
00:00 CPM vs. Custom Podcast Sponsorships
02:52 Opening Arguments
06:16 Round 1: Negotiation
10:31 Round 2: Metrics
18:02 Round 3: How to handle change?
22:38 Closing Arguments
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Adam McNeil
Instagram - @cafe.kendama
Website - https://www.cafekendama.com
Twitter - @adamjamesmcneil
Danielle Desir Corbett
Website - https://danielledesir.com
Instagram - @thedanielledesir
Twitter - @thethoughtcard