O podcasting como "espada de dois gumes" para a rádio

"The truth is that podcasting is a double-edged sword. While it allows listeners to hear a show or a segment they might have missed on your station, it also offers an alternative to listening to your station. The trick will be to use podcasting to brand your station, build loyalty and make a buck, while retaining listenership.

Among advertisers, the talk about podcasting is getting louder, even though it is not a line item in media plans. And many agencies see media companies as the key beneficiaries.

In the end, the ability for stations and their parent companies to develop new revenue streams using the medium will determine whether it will be seen as friend or foe."

"Six In '06: Radio's Mega-Trends", Billboard Radio Monitor
Jan. 13, 2006
By Tony Sanders, Bram Teitelman, Phyllis Stark, Paul Heine and Ken Tucker