Much like promoting your blog, your podcast will take marketing to gain listeners.

Some strategies:
Link TitlesDon’t go with something that’s not topical. In other words, ‘rainy day savings’ is probably not a good title for a podcast. How about "Money Saving For Financial Hardships"? Look at all the great keywords in that podcast [...]

One great way to ‘hook’ your listeners is to connect with them on a personal level.  Of course, while this is true with blogs and email newsletters, it’s so VERY true with podcasts.Try telling your storyTell us how you came to be in the business that your are in…  Tell us why you love it [...]

In another example of traditional media developing podcasting strategies, Penguin Books releases their first podcast. 
The Penguin Podcast is a fortnightly episode of book extracts, author interviews and features from Penguin Books UK.