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Dave Winer has a message for advertisers: adapt to the world of podcasting or die...

So instead, create commercial information, in any form you like and make it available. This is very different from sneaking it in, or being annoying. Make it available. Then you have a responsibility to be: Informative. Respectful. Entertaining. Wouldn't that be nice?

I agree. Timeshifting technologies - RSS, Tivo, podcasting, etc. - will radically change media consumption and with it marketing... at least those who hop aboard the Cluetrain.

Link: Dave's Advertising-in-the-age-of-podcasts Manifesto

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.