Do Podcast Guests Get Paid? Unpacking the Debate

Gandhinagar: The question of whether podcast guests should be paid is a multifaceted issue with no straightforward answer. It involves a mix of financial considerations, ethical dilemmas, and strategic decisions.

The podcasting landscape is diverse, ranging from independent creators to large networks, each with unique circumstances that influence their approach to guest compensation.

This article will explore the many dimensions of this topic, drawing on various sources to provide a comprehensive analysis.

The Norm: Unpaid Guest Appearances

The most common practice in the podcasting industry is that guests do not receive payment for their appearances. Many podcasts, especially smaller or independent ones, operate on tight budgets and simply cannot afford to pay their guests.

This is often a starting point for new podcasts, where resources are limited, and hosts may be working on a shoestring budget.

According to Verity Sangan, host of “The Lazy Girl’s Guide to Podcasting,” most podcast guests will appear for free. Even high-profile guests on popular podcasts like “Diary of a CEO” have never been paid for their appearances.

The focus is on creating valuable content and building connections rather than making it a paid gig.

Reasons Why Podcasters Don’t Pay Guests

There are several reasons why most podcasters do not pay their guests:

Budget Constraints: Podcasting is a relatively low-cost medium, and many hosts are working on tight budgets. They may not have the funds to pay for guest appearances, especially when first starting out.
Exposure as Compensation: Many guests are happy to appear on a podcast for free because the exposure and publicity they receive is more valuable than monetary compensation. Guests see it as an opportunity to promote their brand, business, or expertise.
Maintaining Authenticity: Some podcasters believe that paying guests can compromise the integrity of the show, as it may influence their responses and undermine the authenticity of the conversation.
Alternative Compensation: There are many ways a podcast host can compensate their guests such as allowing guests to promote their work and sharing links to their social media and websites. Hosts may also promote the guest’s appearance on social media or in an email newsletter.
Industry Norm: The practice of not paying guests is deeply embedded in the podcasting culture. Unless they are actors performing a role, podcast guests typically do not expect payment.

The Flip Side: When Guests Get Paid

While not the norm, there are situations where podcast guests do get paid:

High-Profile Guests: High-profile guests with large followings or significant expertise may request payment for their appearance. This can be viewed as a form of compensation for their time and value.
Actors and Performers: In certain types of podcasts, like true crime reenactments or radio dramas, actors are typically paid for their work. This is because they are performing a role from a script.
Emerging Trend: There is a growing trend of podcasts, especially in business, cryptocurrency, and wellness genres, where guests pay to appear on the show. In such instances, the payment serves as a way for guests to get exposure and reach a targeted audience.

Examples of Paid Appearances

According to a Bloomberg report, some podcast guests are paying upwards of $50,000 to be interviewed on a show. Some examples include:

“The Human Upgrade”: This podcast reportedly has some guests who pay an average of $50,000 per appearance.
“The Skinny Confidential Him and Her”: This lifestyle podcast charges between $20,000 to $40,000 for an interview.
“Entrepreneurs on Fire”: This podcast currently charges $3,500 for an appearance.
Manny Pacquiao: The boxer charges $15,000 for a podcast appearance.

These examples highlight that the practice of paying or being paid to appear on podcasts varies significantly based on the podcast’s genre, the guest’s profile, and the host’s business model.

Does ‘Call Her Daddy’ pay guests ?

Typically, guests on the “Call Her Daddy” podcast do not receive payment for their appearances. This is a common practice in the podcasting industry, where most shows invite guests primarily for exposure rather than monetary compensation. Guests often benefit from reaching a larger audience through the podcast, which can help promote their own projects or platforms.

While there may be exceptions based on specific arrangements or high-profile guests, the general trend is that podcast hosts usually do not pay their guests. Instead, the value lies in the exposure and networking opportunities that come from being featured on a popular show like “Call Her Daddy”.

Ethical Considerations of Paying Guests

Paying podcast guests introduces a number of ethical considerations:

Authenticity and Integrity: Paying guests could compromise the authenticity of the podcast if guests feel obligated to say certain things or promote specific products or services. This could make the show less appealing to the audience and undermine the credibility of the content.
Transparency and Disclosure: It is essential to disclose any financial relationship between a host and a guest to the audience. According to the FTC guidelines, paid messages must be clear and conspicuous. The disclosure needs to be in the same form as the content (e.g., audio disclosure in an audio podcast) and not just in the show notes or a blog. Kim Kardashian was fined 1.26 million by the SEC for failing to disclose that she was paid to “tout” a product on Instagram.
Endorsements: When a host accepts payment for a guest’s appearance, it can be perceived as an endorsement of the guest and their products or services. This creates an obligation for the host to be transparent and disclose this relationship, as the audience has a right to know when they are listening to a paid message.
Potential for Misleading Claims: Paid guests may be incentivized to make misleading claims or false statements to promote their products or services, which can damage the show’s credibility.
Influence on Responses: Paying guests could influence their responses, which can impact the authenticity of the conversation. The audience may perceive the content as less genuine if they know the guests are being paid to say certain things.

Compensating Guests Without Money

There are many ways to compensate guests without direct financial payment:

Cross-Promotion: Offering guests the opportunity to promote their brand, business, or products can be very valuable. This can include mentioning their work, sharing links to websites or social media accounts.
Networking Opportunities: Being a podcast guest can connect them with the host and other influencers in their niche.
Increased Exposure: Promoting the guest’s appearance on social media and email newsletters can provide valuable exposure.
Content Creation: Guests can use the episode on their own platforms, which is a great way to keep their audience engaged while showcasing their expertise.
Flexibility and Convenience: Being flexible with scheduling to accommodate guests, especially when they’re giving their time for free, is another way to compensate them.
Gift: Sending a thank you gift, such as a gift card or branded item, is a good way to show appreciation without the complications of financial payment.

When Guests Pay to Appear

In some cases, guests pay for the opportunity to be on a podcast. This can be an effective way to reach a large and engaged audience. However, guests need to be cautious:

Research: It’s important to research the podcast and make sure the show’s audience is a good fit for the guest’s needs. Some podcasts inflate their subscriber numbers.
Budget: Guests should only spend what they can afford to lose, as there is no guarantee that the investment will pay off. This should be viewed as a marketing expense, with potential risks.
Expectations: Guests who pay to appear on a podcast may have certain expectations. They may want to know when the show will air, the number of expected downloads, and how long the show will stay up and visible. They may also want to know who else is advertised on the podcast.
Contractual Agreements: When a guest pays to appear, a contract should specify the terms of the agreement, including deliverables, timelines, and expectations for both parties.

Bit there are nuances of payment arrangements between podcast hosts and their guests, and there are legal and ethical obligations that come with such agreements. Whether hosts should pay guests or if guests should pay to appear on a show is not new, and there are several factors that go into making these decisions.

Paying Guests

Actors: One clear scenario where hosts need to pay guests is when using actors. For example, if a podcast is doing a true crime show with reenactments or is producing a radio drama, then the actors need to be paid because they are performing a role from a script.
High-profile guests: In some cases, a host may choose to pay a well-known guest to appear on the show to increase audience engagement and growth. The decision to pay for these guests depends on the value they bring to the show. If the host believes that a big name guest will draw in listeners, they may consider paying a premium fee to secure their appearance.
Payment structure: When a host pays a guest, there should be a clear contract that outlines the details. The contract needs to specify what the guest is expected to do, when they need to do it, and where it will take place. The agreement should also detail the amount of money being exchanged, when payment will occur, and if it will be a flat fee or based on a revenue share. For example, an actor in a radio drama might receive a flat fee per episode, while a high-profile guest could have a revenue share arrangement based on the number of downloads or new subscribers.
Contingencies: Contracts should have clauses that address what happens if a guest is unable to fulfill their obligations. For example, if an actor gets a better offer and wants to leave, the contract should outline whether they are still obligated to the podcast. Another contingency might be if the actor does anything that would harm the reputation of the podcast.

Guests Paying Hosts

Promotional purposes: Guests may pay to appear on a podcast to promote a product, service, or book, acting as an advertiser on the show. For example, an author might pay to appear on a podcast to promote their new book, hoping to reach a wider audience and boost sales.
Disclosure: The Federal Trade Commission (FTC) requires that if a guest pays to be on a show, it needs to be disclosed to the audience. The disclosure must be clear and conspicuous, meaning that it needs to be in the audio format of the podcast and not just in the show notes. For instance, a host might say at the beginning, middle, or end of the episode: “This episode is brought to you by [guest’s name]” or “This episode was paid for by [guest’s name] and their company”. It’s not enough to say, “this is a sponsored episode” because the audience needs more information to make an informed judgment.
Expectations: When a guest pays to be on a podcast, the contract should specify what they receive for their payment. This includes when the show will air, how long the show will remain online and visible, and the estimated downloads that they can expect. The contract also should detail how the host will promote the show. For example, if a guest pays for an appearance, they might expect that the podcast will be promoted on social media and will remain available online for a set period.
Exclusivity: A guest may have concerns about who else is advertising or sponsoring the show and may want some form of exclusivity. For example, a guest may specify that they do not want to be associated with a podcast that is sponsored by a tobacco or cannabis company. Or perhaps a vegan guest does not want to be associated with a podcast that promotes meat products.
Implied Endorsement: When a guest pays to be on a podcast, the host is essentially providing an endorsement. Unless the host clearly disclaims it, they are supporting the guest’s product or services by having them on the show.

Ethical and Legal Considerations

We will now explore the nuances of payment arrangements between podcast hosts and their guests, emphasizing the legal and ethical obligations that come with such agreements. The question of whether hosts should pay guests or if guests should pay to appear on a show is not new, and there are several factors that go into making these decisions.

Paying Guests

Actors: One clear scenario where hosts need to pay guests is when using actors. For example, if a podcast is doing a true crime show with reenactments or is producing a radio drama, then the actors need to be paid because they are performing a role from a script.
High-profile guests: In some cases, a host may choose to pay a well-known guest to appear on the show to increase audience engagement and growth. The decision to pay for these guests depends on the value they bring to the show. If the host believes that a big name guest will draw in listeners, they may consider paying a premium fee to secure their appearance.
Payment structure: When a host pays a guest, there should be a clear contract that outlines the details. The contract needs to specify what the guest is expected to do, when they need to do it, and where it will take place. The agreement should also detail the amount of money being exchanged, when payment will occur, and if it will be a flat fee or based on a revenue share. For example, an actor in a radio drama might receive a flat fee per episode, while a high-profile guest could have a revenue share arrangement based on the number of downloads or new subscribers.
Contingencies: Contracts should have clauses that address what happens if a guest is unable to fulfill their obligations. For example, if an actor gets a better offer and wants to leave, the contract should outline whether they are still obligated to the podcast. Another contingency might be if the actor does anything that would harm the reputation of the podcast.

Guests Paying Hosts

Promotional purposes: Guests may pay to appear on a podcast to promote a product, service, or book, acting as an advertiser on the show. For example, an author might pay to appear on a podcast to promote their new book, hoping to reach a wider audience and boost sales.
Disclosure: The Federal Trade Commission (FTC) requires that if a guest pays to be on a show, it needs to be disclosed to the audience. The disclosure must be clear and conspicuous, meaning that it needs to be in the audio format of the podcast and not just in the show notes. For instance, a host might say at the beginning, middle, or end of the episode: “This episode is brought to you by [guest’s name]” or “This episode was paid for by [guest’s name] and their company”. It’s not enough to say, “this is a sponsored episode” because the audience needs more information to make an informed judgment.
Expectations: When a guest pays to be on a podcast, the contract should specify what they receive for their payment. This includes when the show will air, how long the show will remain online and visible, and the estimated downloads that they can expect. The contract also should detail how the host will promote the show. For example, if a guest pays for an appearance, they might expect that the podcast will be promoted on social media and will remain available online for a set period.
Exclusivity: A guest may have concerns about who else is advertising or sponsoring the show and may want some form of exclusivity. For example, a guest may specify that they do not want to be associated with a podcast that is sponsored by a tobacco or cannabis company. Or perhaps a vegan guest does not want to be associated with a podcast that promotes meat products.
Implied Endorsement: When a guest pays to be on a podcast, the host is essentially providing an endorsement. Unless the host clearly disclaims it, they are supporting the guest’s product or services by having them on the show.

Ethical and Legal Considerations

Transparency: Transparency is vital to maintain audience trust. Hosts need to make it clear when an episode is a paid message.
Avoiding misleading claims: Hosts should not mislead their audiences by pretending to be a “True Believer” in the guest’s product or service if they were paid to have them on the show. For example, a host should not pretend to love a particular health supplement if they are only saying so because they were paid by the supplement company to interview them.
Written Agreements: All agreements should be written to protect all involved parties. It’s important that both hosts and guests have a record of what was agreed upon to avoid disputes.
Morals Clauses: While the presenter will cover this topic in another episode, he notes that morality clauses are important to ensure the reputation of the podcast. If a guest does something that could damage the podcast’s reputation, a morals clause may protect the host from negative repercussions.

The Evolving Marketplace

Alternative to Publicists: The practice of paying for podcast appearances can be viewed as an alternative to using publicists or booking services. Instead of paying a publicist to get them on a show, a guest might pay the podcast host directly for the opportunity to promote their work and receive an implied endorsement. For example, someone with a new health product might decide to pay to be on a health and wellness podcast rather than pay a PR firm to get them on various shows.
Legitimacy: While there might be discomfort with the idea of a guest paying to be on a show, this practice is legitimate as long as there is transparency. The audience needs to know if money has changed hands, so they can make informed decisions about what they are hearing.

In the end

The question of whether to pay podcast guests is not a simple yes or no. It is a decision that depends on numerous factors, including budget, the value of the guest, ethical considerations, and the podcast’s specific goals.

While most podcasts do not pay their guests, there are instances where guests are paid, or guests pay to be on a show, and each of these situations has different impacts and requirements for transparency and disclosure.

For hosts, the key is to be transparent and honest with guests about what they can offer. For guests, it’s important to consider the non-monetary benefits of appearing on a podcast, such as increased exposure, networking opportunities, and a boost in reputation.

Regardless of compensation, all participants need to consider all legal and ethical obligations. Ultimately, a successful podcast offers value to both the guests and the listeners, regardless of the financial arrangements.