Podcasting is arguably the media technology with the highest speed of adoption. New tools have made the production, hosting and delivery of audio and video files easy enough to fuel an explosion of creativity, and to allow the creation of hundreds of thousands of micro-shows. This cornucopia of niche content is available offline as well, thanks to the proliferation of portable media players that allow people to listen to podcasts at their leisure.

Because they offer a richer media experience, audio and video podcasts foster a different kind of connection between authors and public, while preserving the interactivity and global reach offered by blogging and the ease of syndication made possible by RSS.

Podcasting can be a powerful asset for a company embracing new media channels, and its use has compelling benefits for external and internal communication:

	"Consumers want to listen to what they want, when they want, on the device of their choosing. New formats like online radio and podcasting, where downloadable content is sent directly to an MP3 player, give consumers more programming and ultimate flexibility." (Forrester Research)

• Increasing the visibility of companies' experts
• Creating and engaging listeners communities around niche topics, causes, products or brands
• Extending the reach of industry conferences
• Reinforcing key messages
• Providing quotable sources for traditional media
• Delivering earning calls, executive presentations and speeches Providing ongoing training to various internal audiences.