Podcasting is disruptive for radio advertising

Fast Company: Podcasting is the newest disruptive technology threatening traditional radio — and making the satellite guys nervous, too.

Intro to a well-written short piece in Fast Company on the threat podcasting presents to radio, which also says:

Podcasting has the makings of an audio version of the blog phenomenon, allowing any bum with a microphone and a PC to become a shock jock.

Great description. Shel and I are a coupla bums with a two microphones and PCs!

Here’s the alarm bell for radio:

[…] And how’s this for disruptive potential? TiVo-like editing technology on MP3 players could render radio advertising meaningless. Wireless communications could update programming without a computer download.