Executive Summary (This is a document excerpt)

Podcasts give consumers on-demand control over Internet radio. This power shift has fueled a frenzy of podcast creation and consumption that threatens to swamp the simple reality: Podcasting is just a way to extend the reach of Internet radio. Understanding this will help podcast creators, distributors, and advertisers plot a strategy: Begin with Internet radio before jumping into podcasting, adapt radio advertising models, and charge for copy-protect premium programming.

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