Not a very beautiful name. Podcasting as a medium is almost a decade old. It is a name given to delivering radiolike shows directly to the mobile. It has seen many ups and downs. It attracts audiences and revenue. Advertisers run campaign on podcasts. However, the overall audience for podcasts is growing slowly. In audio programming, the share of podcaxts is growing. Podcast ads are effective, as these cannot be easily skipped. Auxiences are convinced of their authenticity. Podcasting is the future of radio, and just do not expect that future to come tomorrow. It is destined to be huge, both as a medium and a business.