Podcasting (again)

Wired says: The Podcasting Goldrush Is On.

They’re probably right. Once again (like with blogging) advertisers are being slowly introduced to a new medium, and once again there are going to be a few lucky or savvy individuals who will be able to convert on the opportunity.

The largest problem with advertising on podcasts as I see it is the fact that it’s so damn easy to skip them. When I listen to podcasts, I tend to just jump through the ads (for the ones that have them). The second largest problem is that most podcasts are boring.

When the initial hype dies down slightly, and a few good minds have time to look at what the developing technology can offer, the ones with the right connections (music, mostly) will be able to pull a Calcanis or a Denton and jump in on a completely open market. The real trick will be pulling the fledgeling podosphere together in a way that can be monetized.

My guess is that sponsorship will be a key element, because that doesn’t require the user to listen to anything much. It’s an automatic read next to the podcast title.

I also think radio will be OK so long as HD services are introduced.