Podcast Audience Metrics with David Sifry

Dave Sifry and Doc Searls in Paris.
Dave Sifry and Doc Searls in Paris.

David Sifry is VP, Center for Technology and Society at Anti-Defamation. But he used to be the CEO of Technorati, the first RSS search engine.

In this interview, we talk about building a business case for podcasting, podcasting metrics, and RSS advertising.

David Sifry is a serial entrepreneur with more than 30 years of software development and industry experience.

Before Technorati, he was cofounder and CTO of Sputnik, a Wi-Fi gateway company. Before that, he cofounded Linuxcare, where he served as CTO and vice president of engineering.

He also served as a founding member of the board of Linux International and was on the technical advisory board of the National Cybercrime Training Partnership for law enforcement. 


6:32 – David Sifry talks about how much traffic Technorati gets a day, and the growth of Technorati.

7:29 – Sifry on the demographics of Technorati users.

9:10 – Sifry reveals how advertisers can reach their target audience groups on Technorati.

10:19 – Sifry talks about how to market a podcast and get subscribe to your RSS feed and how to validate your feed.

12:59 – Sifry discusses different types of RSS feeds and adding advertising to your feed, “You can choose how you want people to consume your site.”

17:53 – Sifry talks about selecting podcasts for advertising, product placement and podcasting, and the particular podcast metrics that advertisers should use.

21:04 – Sifry on how to determine the behavior of a particular person that subscribes to a feed.

22:43 – Sifry discusses the question of whether there is a standardized metric for podcast popularity. 

24:41 – Sifry talks about the qualitative metrics marketers and advertisers should be looking at.

30:20 – Sifry on the notion of inserting advertising feed as a partial text item.

34:18 – Sifry on the future of measurement and Technorati.

39:49 – End.

Photo by Doc Searls

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