As podcasting ramps up, marketers must figure out how to both support podcasting and fit it into a marketing mix. Current podcast listeners tend to be early technology adopters who are well-educated males with high average income. In addition, they're time pressed, which makes them a more attractive market as they're hard to reach via traditional media. Here are some of the ways marketers are making podcasting work for them.

Podcasting is another marketing tool that's great at reaching and engaging niche consumer segments. As a marketer, you can either create your own media outlet or advertise with an established content company that provides content compatible with your brand.

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