Podcast Media Plan and Show Sourcing for One Market

Apple's Türkiye charts list hundreds of Turkish-language shows. The number that will accept an insertion order, invoice against a Turkish entity and report 30-day downloads measured to IAB v2.1 is closer to sixty. A plan built from a chart is a plan built from shows that cannot be bought, and the first week of any planning engagement goes on finding out which is which. What you receive: One file per market, a row per show, and a column for every reason to say no. Verified 30-day average downloads with the source named: third-party prefix, network report, or the host's own claim, marked so you can see which. The published rate and the rate we expect to actually settle at. Whether category exclusivity is available and for how long. Lead time from signature to first read. The name of the person who answers email, and whether they answered ours. And a fit note written after listening to three full episodes rather than reading the show description: what this host is credible saying, and what they would sound ridiculous saying, which is one judgement pointed in two directions. The red-flag column: Downloads that step up in a single month with no promotion behind them. Networks that will not name the shows inside a package. Audiences sitting mostly outside the market you can ship to or take donations in, because a Turkish show with 60 percent of its listening in Germany is a different buy than it appears. Hosts already reading a direct competitor inside the exclusivity window being sold to you. And follower counts offered where download counts were requested, which tells you exactly what the seller expects you to accept. How we sequence the money: Four to six shows in the first flight, four weeks, one creative and one code per show. Then keep the two that pay and cut the rest. The instinct at this budget level is to spread across thirty shows for reach, and it produces a report where nothing is distinguishable from noise and no show got the three reads a host needs before your name stops sounding foreign in their mouth. We would rather come back in week five and tell you four of six are dead. For apparel, we plan against contribution margin after returns rather than gross revenue. Code-driven apparel orders come back at rates that make a headline ROAS meaningless, and the show with the best top-line number is regularly the worst one on the second look. For foundations we plan against first gift value and second gift rate, because a donor acquired in a four-week window who never gives again is a cost wearing a result's clothes. What we do not do here: We do not buy. Planning and buying inside one engagement means the plan bends quietly toward the shows that are easy to buy. We do not sell a database export; the sourcing work is listening and phone calls and the file is a byproduct of both. And we do not write a rationale document for a list of shows you have already chosen, because if the decision is made you do not need us, and we are no use as cover. Not for: Buyers testing audio on a budget that cannot fund four weeks across four shows plus a control group. Anyone who needs the plan to include the show their founder listens to on the commute. And teams wanting podcast, radio and streaming audio planned in one document. We plan podcast, and we will say plainly when the money belongs somewhere else.