Use the hard-won wisdom of public radio account executives who have been out selling podcast sponsorships in their markets.

Effective Strategy Think about podcasting as an entry point for new business categories. Educate yourself about the top brands advertising on podcasts, public radio and otherwise. How do these overlap (or not) with existing brands on your air? Podcasts can also represent good opportunities for selected smaller businesses to come on board, since they can afford it and are looking to target a younger demo. At the same time, podcasting can also help you generate revenue…