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Controversy = Interaction = Advertisers?

July 24, 2007

A question from my mailing list…

“I’d like to ask your opinion about radio shows that deal with controversial subject matter - from a listener and sponsor perspective. My experience is that most people want to add their two cents and can’t wait to do it. This creates more listeners. Listeners are consumers and sponsors are more likely to advertise with you because of it. What’s your perspective on this?”

I’ve never done anything particularly controversial unless you count calling an auto surf program a pyramid scheme ;) (Fond memories there!)

Controversy does create buzz and it will incite strong opinions. You do hope that it would equate into more participation from listeners but that all depends on the group.

Do people really want to add their two cents?

The internet is chock full of opportunities to add your two cents. In fact I often grow tired of being asked to give my two cents. My two cents has been spent – like two hundred dollars ago. It takes quite a bit today to inspire me to give a reaction to something. But – then, I listen to hours and hours of content every day – so it’s just not practical to expect me to have an opinion to share on everything, that’d be a full time job in itself.

Most podcast listeners are not like me though – they are choosing a small number of interesting podcasts to listen to in a week’s time so hopefully they have more pennies in their pocket for spending.

Still, only a tiny percentage of your listener base will ever vocalize an opinion or give you feedback about your program – so in the beginning especially you may be disappointed with the number of responses you get – even with a controversial topic.

As time passes and your numbers grow, your feedback will grow with it so don’t give up too soon – just make it easy for feedback to come to you.

  • Use a Listener’s Recording Line
  • Provide a Public Email
  • Use a Contact Form
  • Build a Mailing List – and invite subscribers to hit reply and give you their thoughts when you mail them.
  • Put up Listener Polls
  • Use Web Surveys

Now, if I understand your full question – you’re asking me if controversial topics will lead to advertisers. Advertisers are interested in reaching a target market and as much of that target market as possible. If you can deliver the numbers, you can sell the ad space. Controversy or no controversy.

Another possible question to draw from your email would be ‘Will a show with an interactive listener base attract more advertisers?’ I would lean towards a yes on that one. If you have two shows reaching the same market, both reporting to reach the same number of listeners, I believe the advertiser would gravitate towards the show that ‘looks more active’.

Thanks for the question!

Last 5 posts by Kelly McCausey

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Written by Kelly McCausey · Filed Under Kelly McCausey 

Comments

One Response to “Controversy = Interaction = Advertisers?”

  1. Mara B. on July 25th, 2007 3:00 pm

    Great question and awesome answer! I know it’s not internet podcasting, but I think something can be learned from the Howard Stern and Don Imus cases. It seems to me that advertisers are okay with controversy, to a point. Once that invisible point has been passed, they’ll withdraw their support - read that advertising dollars - because they don’t want to be seen as supporting anyone TOO controversial.

    Thanks for the advice about how to get more audience feedback. It was much appreciated. :)

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