Blog Talk Radio Learns Monetization and Forces Endorsements

I am a really big fan of Blog Talk Radio and have met Alan Levy, John Havens, Lisa Padilla, their newest addition, Kris Smith, and have spoken to others in their organization.  They are a bunch of great people.  They have a super application that is easy to use, is free for its users, and overall they have allowed me to have a radio/podcast show where I otherwise would not have had the ability or technology.  I can use something I am familiar with using, my computer and my phone.  I have done numerous shows on Social Mediasphere Radio and on Blog World Expo Radio and have praised them at every step.

This is why it will be difficult for me to shell out some harsh criticism now.  It is more than a small matter to me.  The have moved to their next level of “monetization” of their application.  After all, companies must make money and this is new territory still and companies are working hard to figure ways to get into the black.  I know first hand of companies that are making this a priority for 2008.  There has yet to be a surefire way for people to do this besides the obvious, advertising.  Blog Talk Radio is no different.

I received this email from Frank Neill, Director of Advertising, today that indicates that they are moving into this next phase of monetizing their application.

Dear Host,

Thank you for being such an important part of  BlogTalkRadio. BlogTalkRadio just recently passed 52,000 shows since we launched the company in the fall of 2006. We have created a community of thousands of hosts and millions of listeners. And, through the RevShare program, we are all in this together!

Obviously I am not the only one that loves the program and their system.

In January 2008, we launched a RevShare program where our hosts have an opportunity to participate in the revenues earned from advertisers. If you have not yet joined our RevShare program, you can do so by completing the RevShare form located at [link omitted].

I am always happy to earn money from my efforts and if a company is using my content and my participation to earn that revenue, I think it is actually only fair that they offer me a piece of the pie.  But this is where the email turns south for me.

RevShare hosts will earn 35% of all revenue for advertising from their shows, and they can earn 50% of revenue from their sponsors that they bring to BlogTalkRadio. With our RevShare program in place, participating hosts will earn money for downloads and page impressions they generate. Keep in mind that BlogTalkRadio will serve ads on your show even if you have not opted in to the RevShare program. [emphasis added]

Big scratching noise across the LP for that last sentence.  If I’m to understand that paragraph, I can opt in to be paid for my content on Blog Talk Radio and they cay earn money and I can earn money, but if I don’t opt in to the rev share, they are going to put ads on my content whether I like it or not.  Huh?  What if I don’t endorse the product that is being advertised on my content?  Perhaps I have a religious, political, or moral reasons I don’t want to have a certain company using my content for their gain.  The tone behind it is one that is difficult to swallow as well.  “We’ll do it whether you like it or not.”  I know that was not the company intent.  A conversation with John Havens confirms it was in no way the company’s position.

The email goes on to say how they will be paying out for the revenue earned, and then talks about some ads already in place for “Run In Network” ads that run on all shows.  Examples given are “LifeLock, AccuQuote, Rosetta Stone and Internet Speedway.”

What if I don’t want Internet Speedway showing up on my content.  What happens if I am a direct competitor of theirs?  I have no control over their being splashed across my Social Mediasphere show?  I don’t endorse or approve of their business, but I am now forced to accept that forced endorsement?

To me as a business owner it is unacceptable.  Would I pay for ads not to appear on my shows or would I pay for a “pro” account” to control my own ads?  I probably would given the benefits I am receiving, but to put an add on my show that I do not endorse or don’t want is madness.  John made mention that this may be an offering that will later be put into place.  Yes, growing pains are just that, painful.

I have spoken to John Havens at Blog Talk Radio for comment about this and as always he is the very professional and asked that I speak directly to Frank Neill the advertising director. I will certainly post a follow up to that conversation.  I’m also about to scour the terms of service as it may reveal something I have missed.  I guess I don’t often rant about things here so this is new ground for me, but I guess I should ask, “Am I making a mountain out of a molehill?”  How about suggestions for the team at Blog Talk Radio?

UPDATE:  If anyone had any doubts about how cool the team is at BTR, check out their response from Frank Neill in the comments here.  I also want to reprimand myself for forgetting to change the title here after I spoke the first time to John Havens.  I changed the content but forgot the title.  I wont change it now but I think more appropriate title should be more like “Blog Talk Radio Enters Monetization and Learns How Hard It Can Be To Make A Buck.”  My hat is off to them as they give away the cow and try to sell the milk to their users.  I think a new post is now forming as well.  Are we too used to getting things for free?

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