Podcasting: The Long Tail at Work


Podcasting is not about to become a new mass medium. But its unique ability to reach highly targeted niche audiences means that it is here to stay. The U.S. audience for podcasts is set to grow robustly, reaching 18 million regular subscribers in 2011 with a total potential audience of 55 million. The sheer number of podcasts though (nearly 90,000, according to podcast search engine Podnova) makes the medium both appealing and difficult for interested marketers. eMarketer

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