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Podcasting has begun to capture the public's imagination. Content creators are now providing a growing stream of intriguing and diverse content for downloading on MP3 players or personal computers, allowing consumers to control the time and place of their viewing or listening. And even advertising is emerging as a presence in podcasts. This article examines the landscape of podcast advertising, providing an overview of podcasting's development and current usage. New research explores current podcast advertising practices, such as quantity, type, placement, and just which companies are putting commercial messages on podcasts. Finally, the future direction of podcast advertising is anticipated.
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