Wednesday, December 29, 2010

Talking Tech and Building an Empire From Podcasts

Jon Kalish in the New York Times writes about Leo Laporte's network.  

I listen to four or five shows per week, and sometimes more but I don't always have time.  I usually listen to the podcasts (via Listen for Android) in the car and sometimes watch the videos, e.g., on Youtube, or now on the Roku.

Balancing on a giant rubber ball in a broadcast studio and control room carved out of a cottage in Petaluma, Calif., Leo Laporte is an unlikely media mogul.

From that little town in California wine country, he runs his empire, a podcasting network, TWIT. For 30 hours each week, he and the other hosts on his network talk about technology — topics like the best e-book reader or how to get rid of a computer virus — for shows that he gives away online.

Mark McCrery, chief executive of Podtrac, which is based in Washington, and measures podcast audiences and sells advertising, said TWIT’s advertising revenue doubled in each of the last two years and was expected to total $4 million to $5 million for 2010.

Starting at $40 per thousand listeners, TWIT’s ad rates are among the highest in American podcasting and are considerably higher than commercial broadcasting rates, which are typically $5 to $15 per thousand listeners.

The shows I listen to are:

  • This Week in Google (the first I started with)
  • This Week in Tech
  • MacBreak Weekly
  • Security Now
  • The Tech Guy
And, as time and circumstances allow.
  • Tech News Today
  • Live Specials
  • Home Theatre Geeks
  • Net@Night
  • Four Cast