Advertisers Warm to Podcasting

Car companies are using podcasts as part of their advertising, reports BusinessWeek.
Volvo paid $60,000 for Weblogs to sponsor a blog and podcast for six months, the magazine reported. The audio program has been downloaded by users 20,000 times four months into the agreement.
Also, General Motors has begun “FastLane Radio,” according to the report. The podcast features a PR person interviewing a GM executive about a new Pontiac.
Calling podcasting a threat to traditional media, Rishad Tobaccowala of Publicis Groupe Media said podcasting allows consumers to be their own programmers. “That will obsolete terrestrial radio for many advertisers,” he told BusinessWeek.