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While it's the wannabe DJs who are attracting all the media attention in the fast-spreading world of podcasting, ITWorld.com has turned its attention to the growing use of the medium among businesses.

The article lists five reasons podcasting matters to business:

* Podcasts lower the threshold for publishing audio content
* Podcasts encourage two-way communication with listeners
* Podcasts extend the reach of Internet sites
* Podcasting can be used to extend the frequency of contact with customers
* Podcasts make audio files easy to find on the Internet

The article provides more detail on each point.

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Shel Holtz is principal of Holtz Communication + Technology which focuses on helping organizations apply online communication capabilities to their strategic organizational communications.

As a professional communicator, Shel also writes the blog a shel of my former self.