I ran a test recently to get a feel for the acceptance of podcast versus video. Readers were given the option of a link to a video clip or a link to a podcast and they chose the video clip at a ratio of almost 10 to 1.
Until the average user understands that a video clip is one item, whereas a podcast is subscribing to a channel, the true value of them goes unrecognized. Unfortunately with limited resources, that means a lot more web videos before podcasting becomes a core part of the marketing mix.
On the other hand – it will come. Being excited about podcasting now is like being hooked on TiVo 5 years ago, you know it’s good, and you know that eventually everyone else will come along. We’ve had a new car for a half a year now and I still haven’t listened to or set the presets for the radio.