A study by Forrester Research is a wake up call for radio executives. It details the challenges ahead which new technology and new media bring to their turf. It forecasts a podcast ready audience for the US of over 12 million within six years. Some in the one year old podcast worl are predicting that this number will be reached in half the time.
Podcasting, which is the newest entrant into the digital audio mix, will see significant growth by 2010 –reaching 12.3 million households — as MP3 adoption climbs and broadband reaches 62 percent of households.
As we have seen with Newsweek already as well as the BBC, National Public Radio and others, podcasting has credibility as well as content. Releasing content so it is free as and when consumers want opens a whole new market.