good that is what I was going to suggest is a verborose output, I think here is the problem
Using Programmer : stk500v1
open boards.txt
add
##############################################################
my328.name=My Board
my328.upload.protocol=avrisp
my328.upload.maximum_size=30720
my328.upload.speed=19200
my328.build.mcu=atmega328p
my328.build.f_cpu=16000000L
my328.build.core=arduino
my328.build.variant=standard
be sure to change your clock speed, I cant remember if your target board is 16 or 8 mhz, save and restart the ide, choose that listing under boards and give it a go