Podcasting - The Next Big Ad Medium?

Podcasting has been in and out of the public eye for some time. In the past two years, advertising has slowly crept its way into the medium.

According to BusinessWeek, eMarketer expects that advertisers will spend more than $400 million on podcast advertising by 2011, up from $80 million in 2006.

What could this adveritising boom mean for the medium? As digital entertainment continues toward dominance, replacements for traditional media will become evident. With podcast viewers being highly niche audiences, it is logical that it will continue to steal them away from magazines, talk radio, and other highly specialized media.