I recently attended the “Podcast and New Media Expo” in California and the issue of using the name “Podcasting” was up for discussion again, however, this year some speakers went to the length of declaring “Podcasting is Dead”. Perhaps supported by the fact that for next years Expo, the term “Podcast” has been dropped from the show title - it’s just the “New Media Expo”.

Now this is nothing new as the topic of “Podcasting” terminology was actually brought up in Leo Laporte’s keynote from last year, when he suggested that the name “Podcasting” was bad for the industry.

Since then, negative connotations with “user generated content”, the detrimental effect of not having Microsoft fully supporting podcasts (although this seems now to be resolved at least for the Zune 2) and the general misunderstanding that podcasting was only available on iPods, all seem to have validated Leos suggestion on calling for a terminology change.

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The delivery of audio or video content via a Podcast or other channel of downloadable media, is one of the most intimate forms of communication possible, allowing you to make a unique and special connection with your audience.

This important, but largely overlooked, factor has a significant impact on how the potential value of using downloadable media (as a delivery mechanism for advertising) needs to be assessed.

As an example, let’s consider for a moment some of the special attributes inherent using the Podcast channel model:

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