Does the classical radio station you work at or listen to offer podcasts? I ask after reading a short item in the Radio and Internet Newsletter that highlighted a recent Edison Media Research study on podcasting. Edison found that the number of Americans listening to podcasts has increased from 13 percent to 18 percent over the past year. This might not sound huge, but it is a bigger jump than from 2006 to 2007, when that figure rose only 2 percent.
Based on this, an Edison veep said “radio stations would be smart to create as much podcast-able content as they can.” The newsletter continues: “Webster and other media insiders feel that the reported growing interest, combined with coming developments that will bring podcasts to mobile devices, will make the programming ‘extremely attractive’ to advertisers.”