I attended the New Media Expo session featuring Susan Bratton of Personal Life Media, where she talked about connecting with agencies and speaking their language.

Some quick points:

• While you may not like CPM, you need to provide that information.
• Have a media kit with the following
• • Have a rate card.
  • Have demographics or psychographic info.
  • Know your market overview.
  • Describe your podcast as an overview.
  • Host bio? Get one.
  • What's coming up in the show? This would be an editorial calendar.
  • Provide some visuals and links on site.
• The rate card is just the start of a conversation. Most agencies will not buy off the rate card, they will want a custom approach. But the rate card helps start the conversation.
• Make the calls and you'll need to maintain the connections over a period of time. This is not a quick activity. Steady, progressive, action is required.