A podcast is a collection of digital media files which is distributed over the Internet, often using syndication feeds, for playback on portable media players and personal computers. The term podcast, like "broadcast", can refer either to the series of content itself or to the method by which it is syndicated; the latter is also termed podcasting. The term podcast should not be used to describe individual files. The host or author of a podcast is often called a podcaster.
Podcasts and Internet Radio can offer a unique way to reach a tight target market - this can give you more than just the visuals of a web advertisement. Costs for this type of advertising are considerably lower than traditional radio advertising, PLUS you normally get a "bundle" package with on site and list advertising (you'll be listed as a sponsor with a link to your website from their website and possibly newsletter or solo emailings to their large lists).
Do your homework! Google your niche market along with the word "podcasts" and start researching. Many of these podcasts are weekly or even daily and can have a large following. If your company name and website info are continually bombarded at these people, they'll take a look!
Tip of the day: Go to iTunes and search podcasts in your target market. Subscribe to and download a few (many of them are free or a low costs to subscribe to). You can even participate live, many ask for callers - they LOVE experts to come online and give their audience some free advice. You can start a following even before you decide to spend any money!
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