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Eric Schwartzman has posted an excellent commentary of his address at the Syndicate conference in New York on how to build the business case for podcasting.

It's a topic I'm increasingly being asked about, too, in conversations and discussions with organizations in Europe. At the moment, I'm seeing far more active interest in podcasting than in other social media such as blogging.

Eric's credible post includes six of the primary business benefits of podcasting. But this is the best part: [] If you're an advertiser, why focus the majority of your marketing dollars on buying time in an outlet that reaches 600,000 with the objective of winning 6000 customers, if you can leverage search and media on-demand to reach that 6000 directly through a syndicated channel like podcasts? Why try to reach 2% of the audience, when you can reach 100% without interrupting 98% who couldn't care less? And the same is true of PR. Why focus all your energy on winning editorial coverage, when you reach your audience directly via podcast? You can change the words advertiser' and PR' to make this argument valid for almost any audience. A pretty good focus.

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Neville Hobson is the author of the popular NevilleHobson.com blog which focuses on business communication and technology. Neville is currentlly the VP of New Marketing at Crayon. Visit Neville Hobson's blog: NevilleHobson.com.