It’s not a selling point to have old ads, so we just leave them. ĭ: Yes, they look at back catalog as a nice to have, but not a must have. H: We quit that about three years ago, because it’s a huge pain to do that, and we found that advertisers (at least the ones we’re working with), they aren’t buying back catalog. So they are able to service everybody.Īre you guys doing dynamic advertising? You guys definitely have some evergreen content. We don’t have enough room for all the ads they sold. They hustle like crazy, and they don’t take on very small shows. We had an ad agency, which we begged to be part of, but it delivered very little. H: We sold some before, but never seriously until 2014, and it was really hard. Back then, no background, no budget, we would have been totally screwed. It would have been really discouraging if I was measuring myself or measuring the worth of the business based on how many people found us in iTunes that week. Audience growth is a black box. Yes, because I would have gotten more deliberate practicing and I would have been really good at this and I would have been able to really grow so much better in what I’m doing.īut, frankly, I bet our downloads were static if not decreasing for the first several years. So people ask me if I wished we had treated it like a business from the start? Yes and no. H: I want to say 2013 was kind of when I was like, ‘You know, I can treat this more seriously. It’s working to convert to business.’Īnd that’s what we started doing. So when did the show move from a hobby to a business? ‘Here’s something nobody talks about: old advertisers often come back to us saying the old ads are still converting’ Then after a while it made more sense to move to Libsyn. We eventually kind of grew up with podcasting. At the time when no one was listening, we were getting good at the craft. It was a huge pain in the butt, but people still did it. ![]() And we would upload it to essentially a crappy server that wasn’t designed for streaming. We’d be recording in Garageband 1.0, or whatever the hell program was around then. It’s brand new.’ So we set up in his basement, and we were talking. said, ‘There’s this thing called podcasting. They would say, ‘I just noticed that your quality of life is pretty high.’ They noticed we were doing something but couldn’t quite wrap their heads around it. You get free food after the kitchen closes from the chefs.’ They asked us if we could teach them. People eventually started to realize ‘Wait a minute, you guys never pay for drinks. Jordan Harbinger, co-founder of the Art of Charm. We started meeting these influential types in our hometown of Ann Arbor. And the doormen at this place would want to hang out with us later. So there were guys that would be a bartender at one bar and on their off nights they’d be hanging out with us. And we were going out and trying all these different things. I was going out and trying this networking stuff, and meeting up with A.J. ![]() H: We never said, ‘We’re going to do a media thing.’ It also doesn’t fit easily into the public radio style that has done so much to define what the new converts to podcasting think about the medium. The show has been running for eight years now, which makes it ancient in podcast terms. Harbinger to talk about the business of the podcast itself, to learn what he thinks about the new developments in this medium. Self-help has always been big business, but we reached out to Mr. The team aims to make a show about living your best life. Lots of guys come to the podcast looking for help with dating (if that’s you, check out their toolbox episodes), but the podcast really pushes its listeners to think about going beyond dating, to learn how to attract friends, business partners and allies. It’s a podcast devoted to personal development. Jordan Harbinger co-founded The Art of Charm with A.J. The only reason to get into a medium like podcasting is because you enjoy recording and you have the commitment to deliver real value to listeners. If you want to get into podcasting to promote something, make a buck or because it feels like the next virtual space where your brand needs a presence, Mr.
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