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Unlike traditional radio, podcasting needs no studio, broadcast tower or hushed quiet. Best of all, there's no Federal Communications Commission regulation. Hosts can say what they like for as long as they like. Profanity works too. The Daily Source Code, although not quite "daily," is taped on the fly with a small recorder and a mike while Curry soaks up the scene wherever he happens to be--sitting in bed with his wife, piloting a helicopter or fixed-wing airplane (he has licenses for both) or taking a midnight stroll...
...content--about half the estimated podcasting audience. The company produces some of today's hottest content, including podcasts for Paris Hilton, Spike Lee and The Dawn and Drew Show! (raw talk from two married ex-punks living in a Wisconsin farmhouse) and shows for media companies like Sirius Satellite Radio. It plans to promote independent artists and royalty-free music podcasts...
...real money, of course, comes from advertising; $30 billion is spent annually on radio ads, and Mark Kvamme of Sequoia Capital sees podcasting grabbing a chunk. "You can easily see it as a billion-dollar advertising market," he says. Internet audio advertising, he estimates, will capture 3% to 4% of all radio advertising over the next 5 to 10 years. "It's a very targeted medium," he says, and "a great place for an advertiser to hit specific audiences." Curry is betting that podcasting will deliver new ways of selling--allowing advertisers to go beyond product placement and permeate...
...Vodka, one of the earliest companies to grasp podcasting's promotional value, recently launched a multimillion-dollar marketing campaign to reach trendsetting consumers. Vox-supported podcasts air on Infinity Broadcasting's KYOU Radio, the first all-podcasting station in San Francisco. Each week it features 25 regularly scheduled podcasts, some with commercial sponsors. Station manager Stephen Page has a "podbank" filled with more than 3,200 programs--all created by listeners, like Worldbeat Radio from Paris, a blues show from Iowa, and Guy Bauer, a 30-minute variety show. About 15 new podcasts arrive daily, he says. Launched...
Meanwhile, Clear Channel, the nation's largest station owner, is amping its online presence. More than 600 stations have redesigned their websites, now reaching 10 million people a month, and 2.6 million podcasts (with ads) have been downloaded since June. In August, AOL Radio introduced podcasting to its 16 million monthly listeners. "We're very bullish on podcasting," says Isquith. "Millions of people are interested in the on-demand experience." As for now, AOL's podcasts are commercial free, but that may change. "In podcasting, there are no rules," Curry says. "You don't have to do it to make...