Media beginning to spend on Podcasts

Now .... advertising on podcasts. "The podcasting landscape still remains mostly populated by small-audience amateur radio shows, but traditional media companies ranging from VH1 to NPR to CBS have added podcasting content to their media output over the past year.Part of the reason that the podcasting has yet to go mainstream is due to the still small number of MP3 players in the market--with some reports estimating that 11 percent of Americans own such devices. Also, awareness among the general population of just exactly what a podcast is is relatively low--though its much larger amongst young adults and early adopters, says eMarketer. It's those audiences that have made podcasting attractive to several big name advertisers, despite its small usage numbers. Already, auto brands like Volvo, Toyota and Honda are sponsoring podcasts, and the report predicts that since "podcasting is positioned to deliver highly specialized content to niche groups," that all sorts of advertisers are ...

07:51:59 March 1, 2006, Wednesday (PST) Source: Dina Mehta: Social Tools Social Networks

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