Earthling

For us at EarthLink, it's part of a larger effort to find new ways to reach an audience that we know spends more time on the internet than they do watching broadcast television or listening to the radio. As we roll out innovative new products like our DSL and Home Phone line-powered voice service, we're seeking the best ways to get the word out to those who care most about new technologies. Advertising on podcasts, TiVo, and satellite radio helps us to reach a smart, nerdy, and tech-savvy crowd.

By sponsoring high quality content and new formats, it's my personal belief that we're also helping to support independent producers and their work.

I spoke to Rocketboom producer and co-founder Andrew Baron this morning to find out what the addition of advertising would mean to the show. While initially a high percentage of the sponsorship dollars will go directly to producing the ads themselves, Andrew explained that the new advertising model will help them transition into a smoother operation. They'll keep the raw and indie feel of the show, but increase their resources so that they can cover more stories and in new and interesting ways. They've had interest from readers all over the world who would like to become correspondents, and with more resources they'll be able to manage more reporters.

Andrew and Amanda have a wishlist of completely new shows they'd like to develop as well, that run the gamut from more serious to more entertainment-focused. With additional sponsorships, the new model will help them build on the success of Rocketboom.

One of the lesser-known shows Andrew encouraged me to take a look at is itsjerrytime.com, a periodic animated podcast about the life of its animator.

As far as what our Rocketboom advertising will look like, we're providing content direction and information, but mostly we're looking to Andrew and Amanda to create something that works best in their format. Since we're the first wave of advertisers on Rocketboom, we're looking to be flexible to find what's right for their viewers, and set a good example for sponsors to come. It's really exciting to be part of the process.

I'll be checking in with Andrew and Amanda each week to find out how the process is going, both for their current sponsor and with us.

I'm also working on an entry about our experiences in the last few months with advertising in the altmedia space of podcasts, TiVo, and satellite radio.