Podcasting as reach or frequency medium
Media planning guru Erwin Ephron recently released an article critiquing radio as a reach medium -- that as, one that influences a large number of consumers as part of a diverse media mix -- instead of frequency medium -- one that exposes consumers to the same message many times over. In and of itself, it is an interesting piece with many implications for the radio industry as it faces electronic measurement in the form of Arbitron's PPM.
Podcasting is still a fringe medium, but Ephron's article brings up an interesting points as it relates to how podcasting may one day be viewed by media planners.