Aug 07
10
The Podcasting Cult of Personality
I am a huge fan of podcasts, I love the conversation, the insight, the information. I feel like they make me smarter. They fit into my commute well, it encourages me to take my dog out for longer walks than I would otherwise – so all around goodness. I also try to contribute to some shows when I can, buy favourite podcaster’s books or otherwise evangelize or support them when I can.
I suppose this may be in typical Canadian style of trying to bring down our heroes a notch or two, but I am finding that certain podcasters in the marketing space have developed egos to the point of becoming insufferable. I understand that this is a labour of love for most and that podcasters give out their thoughts, time, money and experience free of charge, but let’s not pretend for a second that it is all give and no take. Here is a few of the benefits for the podcaster (or blogger for that matter):
- Podcasters get an audience, which they can potentially earn income from, although granted most don’t or can’t
- Many podcasts benefit from user input and use it not only as content for their own show, but also to close the feedback loop and get informed and enlightened from their audiences
- Many podcasters are selling something (even if only softly), their businesses, flogging their books, speaking services, consulting gigs. etc.
- The indirect benefit of succesful podcasting are huge and range from increased awareness, authority, media interviews, book deals, networking, etc.
- Personal branding – establishing oneself as an expert in an area
- A good solid dose of ego stroking
I am sure there are many others, but that is not the point of this post.
Joseph Jaffe to me has become the poster boy for self-aggrandizement through podcasting. His recent plea to his audience to buy him an iPhone in return for a sponsored show (turns out he got 2 iphones), followed by getting a new computer (although this was partially spurred on by Lisa Barnes issuing a challenge to him). I don’t see why this is such a grand social media experiment and I whole-heartedly agree with Dave and Terry at InsidePR who also feel it was a bit of a misstep. As a listener I find it alienating to know that he gets tech toys, just because I listen to his podcast and then have to wade through big chunks of the show where he says what a great marketing idea this is.
Anyone with an audience can ask for and probably get free stuff, but a news anchor offering sponsorship, advertising or placement in return for a Nintendo Wii for his kids would be just as cheap and certainly get me to discount anything that comes from that anchor’s mouth in future. That is why advertising is usually separated from content (to protect the integrity of the content). I get that this is a value exchange between two parties and I do respect it when people try new things, but this to me just feels a bit like social media payola.
I absolutely believe it is Jaffe’s prerogative to do whatever he wants with his own podcast and milk it for stuff. Note: I am not speaking of “right and wrong” here just the impact that it has had on me. This really cheapens his personal brand in my eyes and has caused me (along with a few other reasons) to unsubscribe from his podcast and blog. I also believe that there is no ethical issue with Chip Griffin of Custom Scoop taking Jaffe up on his offer, sending in an iPhone and benefiting from the ensuing conversation. Although, the law of diminishing returns has Tim Coyne who sent in a second iPhone to Jaffe getting a fraction of the attention out of his investment.
As Peter Parker’s uncle said “With great power comes great responsibility” and while Jaffe has earned his audience’s loyalty over some sixty odd episodes, I am just sad to see him cash in his respect for some gadgets.
Update: Make sure to read the comments for Joseph Jaffe’s responses to this post.
[tags]Joseph Jaffe, jaffejuice, podcasting, iPhone, ATS, InsidePR, Podonomics, Leesa Barnes, Tim Coyne [/tags]
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