Jeff Gralnick, a consultant (?) who advises NBC News about developments in new media, says even though wireless podcasting is a nascent business, it shouldn't be underestimated.
Gralnick says, "It is clearly a nascent technology, but we would be fools to ignore it."
His brief quote is featured in a detailed article in The Financial Times that focuses on the non-wireless business models of podcasting.
My view
Although the FT quotes a senior executive of ESPN New Media as saying that podcasting "is no longer just for leading-edge technology seekers," it really is still for tech savvy listeners. But that will change.
Many big media companies are posting their own podcasts, albeit mostly repackaged versions of existing programs (and that does make sense as a way to test the waters).
Some media companies, however, haven't done a good enough job of explaining what podcasts are and -- just as importantly -- doing a good job of helping consumers learn how to download podcasts to their computers and digital music players.
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