Narrowly focused Media Week article on podcasting

Media Week – Podcasting takes hold

Media Week: “As media owners and advertisers prepare to go to try harder and get involved with the iPod revolution, Sean Hargrave finds out how the “play now, listen to it later” craze could be about to take the industry by storm.”

A long article that only looks at podcasting as an extension or evolution of radio… or else a major advertising opportunity. The closing paragraph just about sums it up:

“This opens up a new channel for radio stations as well as smart brands. The latter now have the opportunity of sponsoring shows or “podvertising” during them as well as producing their own audio content, so long as it is compelling enough for consumers to download.”

Thanks to the eagle-eyed Helen for the link.