Leo Laporte: Man on a Mission
August 2010
By Jordan Drake
In every industry, there are corporate giants waiting to be toppled. These old behemoths are bulky, slow, bloated and often disconnected from the markets they serve.
But the reality of today’s world is technology-based and efficiency-driven. As a result, every industry is primed and ready for smarter, more agile competitors to challenge the staus quo with a product that is more relevant and better suited to the needs of its tribe while maximizing efficiencies to achieve better profitability.
There is perhaps no better example of this than Leo Laporte, a veteran technology journalist and broadcaster who is taking on the Goliaths of mainstream media with his
TWiT netcasting network.
Laporte first developed a loyal following of several hundred thousand viewers during his six years as host of “Call for Help” and “The Screen Savers” on the now-defunct TechTV cable network.
When TechTV couldn’t draw the advertising revenue needed to sustain its $100 million in annual operating costs, the network fell by the wayside in 2004, but Laporte was not ready to abandon his core tribe of tech enthusiasts.
He reignited this relatively small but vocal fan base in 2005 when a 20-minute audio segment on Macworld posted on his blog sparked 30,000 downloads. This demand fanned the flames of his passion for reporting technology news and provided further evidence of a viable and underserved niche audience that the existing broadcast and cable networks simply weren’t equipped to satisfy.
Thus the seeds were planted for what is now the TWiT netcasting network. TWiT encompasses 25 different shows covering topics such as computer hardware, home theater, apps, science, Google and even food. Broadcasting more than 40 hours of live streaming video per week, the network serves over 600,000 unique listeners and boasts 4.6 million downloads per month.
With TWiT, Laporte is paving the way for the next wave of media. He has created a network, a brand and a reputation that truly meet the needs of his tribe. Moreover, he is posing a formidable challenge to the giants of mainstream media by engineering a smarter, more focused and efficient approach to broadcasting that takes advantage of the latest in technology to deliver captivating live content while maintaining operating costs that are a fraction of those of the 24-hour cable networks.
Whereas traditional broadcast networks are built around their ability to deliver numbers of viewers en masse, the TWiT network thrives based on its ability to deliver an audience that is highly intelligent and engaged. This business model has been quite successful, generating $2.5 million in revenue last year alone and attracting advertising dollars from major national brands like Ford and VISA.
Not only has Laporte found a way to successfully monetize netcasting, but he is doing so in a way that protects the integrity of the medium by founding everything in trust. He only advertises for products that he uses and believes in and requires advertisers to approach his audience with honesty and authenticity.
Leo Laporte recently sat down with Fame Foundry’s Jordan Drake to share the story of how he built a netcasting empire from the ashes of TechTV and how he intends to continue making inroads against the mass media establishment.
[powerpress]
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Jordan Drake has been podcasting from his studios in the North Carolina mountains since 2005. When he's not storytelling for Fame Foundry, he's either hosting a weekly tech radio show, producing podcasts or pursuing a variety of other journalistic activities. He can be found online through twitter @vocalgeekery or on his website - www.jordandrake.com