Today, forward thinking, savvy marketers around the world are adopting podcasting as a new and innovative marketing and communication channel to pro-actively engage with their listeners and to build long lasting relationships with them as part of their acquisition and retention strategies.

Podcasting is fast emerging as one of the major new media technologies, enabling individuals, organisations and businesses to publish (or podcast) audio shows that interested listeners can subscribe to.

Just eighteen months ago, Google search registered 24 results for the word “podcasts”. Now, that number has risen to 152 million and continues to increase. With the rapidly growing interest in podcasting, and podcast listenership doubling every 2-3 months, marketers and communication strategists are embracing this technology. Even ordinary people are pulling up the microphone to produce their own “radio” shows, and the mainstream media are making sure they don’t get left behind. Today the listener market consuming podcasts is estimated at over 6 million and growing rapidly. It is fast making a significant impact on the way businesses advertise and market themselves to increase their online visibility and branding.

What is podcasting?
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What is being podcasted?

Podcasts are being produced on any subject – technology, politics, health, speeches, radio shows, automotive, business, religion, music, language, food, travel. Whatever your passion, you’ll find podcasts about it. Check on Essentia’s own podcast directory, The PodLounge www.thepodlounge.com.au, Australia’s largest Podcast directory, to help you find your podcast. View The PodLounge press release