Description

This paper investigates the issue of whether a profitable business model can be applied to the medium of podcasting. It suggests a variety of potential business models that may be appropriate, and evaluates how they be may applied in this new arena.

The literature review explains the parallels between podcasting and other more traditional media, paying particular attention to radio, which is deemed to be the most similar existing medium. The popularity and adoption of podcasting both among the public and media organisations indicate that now is an appropriate time for an investigation into the economics of podcasting. An outline is given of existing business models that have set a precedent both on the Internet and in other forms of media, as well as the wider world. There are a number of examples of how people have previously attempted to apply these business models to podcasting.