But it’s not easy, Wired reports:

One of the biggest challenges, says Bourquin, is that most potential sponsors don’t even know what a podcast is. "I’ve learned not to go in and say, ‘We have a podcast and you should advertise,’ because their eyes will glaze over," said Bourquin. "Instead, say, ‘We’ve got this online radio program.’ It’s not quite correct, but people understand that a little better. And then you tell them the neat thing is that people can get the show automatically downloaded onto their MP3 player."

The article notes that Chrysler is buying ads on the online magazine Slate’s podcast.