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BusinessWeek blogs that as advertisers get more interested in podcasting, one way to get their brand messages in without polluting the medium would be to write and produce interesting radio plays that are entertaining so that podcastees don't mind the embedded message.

From BusinessWeek blog - Brand New Day:

"Steal This Idea. Please! As advertisers get more interested in pod casting, one way to get their brand messages in without polluting the medium would be to write and produce interesting radio plays that are so damned entertaining that podcastees don't mind the embedded message.

...I love good radio, and I especially love radio plays in long or short form. Think of it: young creatives at ad agencies writing two and three minute stories unbridled by the 30-second or 60-second format or the FCC. It could be great. One problem, though. Today, I asked two big-time creative directors, each at huge, creative ad agencies, what they thought of my idea. You know what they said..."What's a podcast?"

Yipes. Maybe I'm ahead of my time."

Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.