Earlier this year, I wrote about Adam Carolla, who used to be a popular DJ for CBS Radio and now hosts his own popular podcast. My take: Carolla is even better on the Web than he is on the air, but I worried that he’d have a hard time turning his talent and Internet audience into money.
Turns out he’s figured out how to do it: By going back to work for CBS.
The broadcaster, which canned Carolla from his radio job earlier in the year, is now going to sponsor his podcast. It will promote the show, handle ad sales and let Carolla program his own Web radio station.
The press release announcing the deal describes it as a “partnership.” I’m trying to figure out if that means Carolla will become an employee again or if it’s a real partnership, whereby, say, he retains ownership of his show and shares revenue with CBS (CBS).
I’m guessing it’s the former, since selling ads for podcasts still requires a lot of work and not that much return. It’s much easier for CBS to sell ads against a local radio station with an audience of a million or more than for Carolla’s show, which reaches an average of 130,000 people at a time.
Still, Carolla’s show is frequently in Apple (AAPL) iTunes’s Top 10 podcast list, and someday, someone will figure out how to take advantage of its (relatively) small but dedicated audience. And the show already has one sponsor–Carolla has started doing a “live read” for Adam & Eve Stores, the “the nation’s number one source for all things erotic.”
Here’s an interview I conducted with Carolla in March, where he explains his not-entirely voluntary move to the Web and his attempts to turn it into a money-making venture.
And here’s the release:
CBS RADIO FORGES ONLINE PARTNERSHIP WITH ADAM CAROLLA
Popular Entertainer’s Podcast To Be Featured Across CBS RADIO Properties;
Carolla To Also Program His Own Streaming Radio Station, K-ACE
CBS RADIO today announced it has partnered with Adam Carolla, comedian, TV star, radio host, actor and entertainer to present his successful podcast to legions of listeners and fans nationwide. “THE ADAM CAROLLA PODCAST” can be heard for free on-demand at www.adamcarolla.com and is additionally available for download on iTunes.
Promotion for Adam Carolla will appear across CBS RADIO’s portfolio of station properties with direct links to the entertainer’s dedicated website. Once there, fans can listen to the latest audio rant from Adam, as well as sample archived podcasts. Ad sales for the podcast will be handled by CBS RADIO. Pre-roll, in-stream audio and live reads are available for local and national clients looking to reach Adam’s target audience of Men 18-49, among others.
In addition, an Adam Carolla focused radio station, called K-ACE, debuts on Monday, September 28, and will offer fans segments from Carolla’s popular podcasts interspersed with rock music and programming selected by Carolla, “The Aceman,” himself. K-ACE can be heard via CBS RADIO’s streaming platform, Yahoo! Music Radio, AOL Radio, and on select mobile devices such as the iPhone, iPod Touch and the Blackberry.
“THE ADAM CAROLLA PODCAST” began in February 2009 and currently reaches over 130,000 listeners per show. The podcast remains a constant in the Top 10 of iTunes’ Top Podcasts chart. Carolla, famous for his rants on various outrageous topics, uses his podcast to broadcast his opinions, while hosting an assortment of influential and popular celebrities and friends, as he charms guests and listeners alike with his witty sense of humor and biting sarcasm.
“I’m thrilled to be back in business with my friends at CBS RADIO and feel like I’m at the vanguard of an exciting new technology,” says Carolla. ”Now, if somebody could just tell me what the hell a POD is!”
“We are excited to once again be working with Adam Carolla providing our listeners with the same Adam that so many fans have come to know and love over the years,” says Chris Oliviero, Vice President of Programming, CBS RADIO. “Adam has an uncanny ability to relate to everyday people in a funny and engaging manner, and the popularity of his podcast is a testament to that.
“This distinctive partnership showcases CBS RADIO’s commitment to growth in the digital space and highlights the accessibility, portability and cutting edge programming available on radio.”
Adam Carolla, who is best known for his work in television and radio, has previously hosted CBS RADIO’s “The Adam Carolla Show,” was co-host of the nationally syndicated radio call-in show “Loveline,” co-created, and executive produced and co-hosted Comedy Central’s ”The Man Show,” co-created, executive produced and was a character on “Crank Yankers,” as well as was a contestant on ABC’s popular series “Dancing With The Stars.” Carolla also starred, wrote and produced the award-winning indie film “The Hammer.” He is currently writing his first book to be published by Crown in Fall 2010. In addition to “THE ADAM CAROLLA PODCAST,” Carolla is host of “Carcast,” a podcast devoted to those who share Carolla’s passion and pastime of all things automobiles.