Podcasting is getting a lot of ink lately. This Article provides tips for marketers on how to utilize this potential new medium. He didn't really address the medium of streaming internet radio, which provides a better advertising vehicle to marketers -- harder to skip audio spots, potential to serve up a visual along w/ audio, ability to do 'live' events -- but he should have. Also, the size of the overall internet radio market, of which Podcasting is currently a tiny sliver --Arbitron/comScore recently reported the combined weekly audience of the radio properties of AOL, MSN & Yahoo to be 4.1 Million.

Podcasting has garnered attention because it is affiliated with the iPod, and because it enables internet radio to be portable although it's kind of a hack in that wireless broadband will cause internet radio consumption to skyrocket, but who wants to wait or that. Elegant hacks, however, have a knack for sticking around, and I wouldn't be surprised if this kept going.

Finally, I wonder what kind of response, if any, the performance rights agencies (Ascap, Bmi, Sesac, SoundExchange) will have with respect to Podcasting. Will they view it as requiring additional licensing or falling within the statutory webcasting license? Will they go after unlicensed Podcasters with music playlists as the 'show' that they Podcast every day? It's probably not big enough to warrant their attention...yet.