A critical factor that separates podcasting from other, more traditional forms of communications is the level of engagement between creator and user. It has been referred to as ROI- Return on Influence, or sometimes Return on Engagement. The depth of engagement is the critical factor separating podcasts and other, more shopworn forms of communication. The focus of podcasting metrics is less about quantity and more about quality. The equation is obvious: shotgun approach vs. rifle approach. TV is incredibly effective, if prohibitively expensive, for most. But would you rather have 1000 or 5000 people who are passionately involved in your message and have voluntarily opted in to your distribution platform? Or would it be better to spend the money on a media buy that might "reach" 500,000+ people, but only inspire a tiny fraction of them?
It is all about efficiency.
Podcasting is probably the most cost effective media channel of our time and the qualitative benefits include thought leadership and the ability to build strong and lasting relationships. Among the quantitative benefits are low customer acquisition costs and the aforementioned depth of engagement. Broadband adoption is too prevalent to miss this opportunity.
Organizations of every size now have the ability to become their own media outlet.