1. Use the following scenario to answer questions 1–5.
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Gilbert Johnson is a 67-year-old museum director who has reinvented himself after his retirement. He recently started his own podcast about museum mysteries and the little-known secrets of artifact conservation. His daughter edits and publishes his podcasts so all he has to do is speak—which is an easy task for him. However, he wants to more fully enter the modern era of social media and new technologies.
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Gilbert’s first step to “modernize” himself was to finally get rid of his cable television. He hates cable’s high prices, overwhelming numbers of channels (that he never watches), and never-ending commercial breaks. He is ready to enter the magical world of streaming services and asked his son to set him up with a basic account for one of the cheapest streaming sites: Hulu. However, Gilbert was frustrated to discover that even this modern streaming service had commercials.
What is the agreement between the publisher, audiences, and advertisers in this scenario?
a. Publishers provide content that is of interest to the advertisers.
b. Publishers offer services at a lower cost in exchange for the advertiser’s agreement not to show advertisements.
c. Publishers offer services at a lower cost in exchange for the audience’s agreement to be shown advertisements.
d. Publishers pay advertisers to provide commercials to the publisher’s audience.
2. Bookmark question for later
Gilbert has gotten the hang of recording his podcasts. He now records a podcast nearly every day. Gilbert’s podcasts sometimes run over two hours long. His daughter has suggested that he use a more conventional approach and shorten his podcasts to only one hour. Gilbert likes talking a lot though and he still gets listeners.
Who does Gilbert’s podcast appeal to and why?
a. A niche market; Gilbert’s podcast likely appeals to those people who are interested in his content and personality.
b. A mass market; Gilbert’s podcasts appeal to many people because they are long and contain a variety of information.
c. A localized market; Gilbert’s podcast is more likely to be shown to people in his area.
d. None of the above.
3. Bookmark question for later
It’s now been five years since Gilbert started his podcast. While he has maintained a loyal fan base of listeners and has a high-quality podcast, Gilbert has noticed that his listener count is dropping. Which of the following could explain why this is happening?
a. Museums aren’t very interesting these days.
b. There is no way to tell.
c. More creators are making podcasts, so users can be more selective about the content they watch.
d. Other creators advertise more.
4. Bookmark question for later
Gilbert wants to get his listener count up, but he doesn’t want to put a lot of effort into marketing.
What is one thing he could do?
a. Put his podcast up on a variety of platforms.
b. Identify his current listeners’ demographics and advertise only to that demographic.
c. Improve his content.
d. Make his podcast more palatable for a larger group of listeners.
5. Bookmark question for later
Gilbert’s podcast is a passion project, but he’s recently decided that he would like to try to make some money from it.
How can he earn some money?
o A. Put ads on his podcast.
o B. Ask for donations.
o C. Both A and B.
o D. None of the above.
