If you’re tired of explaining what RSS is, and what the benefits are, relax. "Learning to Love RSS" notes:
… although only a minuscule number understand RSS, an increasing number of people may be enjoying its benefits without realizing it. Thirty percent of magazine Web sites provide RSS feeds. Jupiter reports that 30% of large companies [...]

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 [...]