We've talked a lot in this space about how podcasting - audio on-demand for mp3 players (or just making radio segments available for download) - is a great avenue for terrestrial radio to follow. While so many new technologies (think satellite radio) either exclude us or attempt to outdo us, podcasting utilizes radio's natural asset - our content - by making it available when listeners want to hear it.
In a recent New York Times article, "The Battle for Eardrums Begins With Podcasts," (no longer free via NYT.com - but is free from the Toronto Star) Randall Stross wonders whether older media will come out on top in the portable entertainment wars or whether it will be podcasts that emanate from a variety of sources.
A week or so ago, Jacobs Media's Tim Davis sent out an important memo that tells radio operators how they can get their offerings listed on the new version of iTunes. But the technical part is easy. The tough putt is getting DJs, programmers, and owners to see the wisdom of making some of their content available. As we've pointed out, it's worked wonders for NPR, and now many public radio stations - notably L.A.'s KCRW and New York's WNYC - have jumped in as well.