Marketing spending on podcasts is expected to surpass spending on blogs within a few years, but, at present, podcasts appear to appeal to only a miniscule fraction of consumers. Forrester Research
late last week issued a report stating that just 1 percent of online households regularly download podcasts. By the end of this year, Forrester estimates that 700,000 online households will listen to
podcasts on portable devices. While that figure is expected to grow to 12.3 million by 2010, Forrester Resarch predicts that the largest share of that market will stem from consumers who listen to
traditional radio programs on MP3s, rather than original Web shows. -- Wendy Davis
