Apple has just released a new version of their very popular iTunes software. This software has approx. 30 million users. The new release (ver. 4.9) of iTunes now offer support of Podcasting. This is big news. By Apple embracing the podcasting medium officially; we can expect to see more market adoption of podcasts.

As users upgrade to new version (and they will), users can now have a much more pleasant experience listening to podcasts. This 1 point alone will move market adoption of this audio technology to a whole new level. Up until this release users had to be more tech savvy to actually subscribe and listen to podcasts which are delivered via an enclosure within an RSS feed.

Users can also search, find, subscribe, manage and sync podcasts with the software. Users can then choose to either listen right on the computer or sync the podcasts into their iPod.

You can also submit your podcast for inclusion in the iTunes directory via the music store. This must be done through itunes software. Submitting does not mean that your podcast will actually be included in the podcast directory, but it just might get included.

Apple has already created a podcast directory for users to find popular podcasts. You can also find popular podcasts from such directories as www.podblaze.com and www.podcastalley.com

Once a user "subscribes" to a podcast they will recieve automatic update of every show that producers publish through their RSS podcast feed. This all boils down to one thing: More Listeners.

More listeners to your podcast mean that your valuable content can now reach a much wider audience.  This  also means that your podcasts should be produced on a regular basis as your  audience will become accostomed to listening to your podcast.  Having the ability to have a direct communication channel to your listeners could be quite a powerful marketing tool.

Imagine that you can now reach a iTunes audience of over 30 million users. How would you use this new media to communicate to your target market? Start asking yourself these questions because your competition is going to be doing it.

Podcasting has been the voice of independant podcast producers. This will continue, but the mainstream and Fortune 500 are also starting to embrace podcasting. From cars to cat food, companies such as Lexus, Microsoft, GM, GoDaddy and Purina are currently looking to either sponsor or produce podcasts; podcasting is now officially a new media format that is here to stay.

If you are a marketing manager or are are looking to increase the online visibility of your business, then you definately need to get up to speed on podcasting today.

Rodney Rumford