"I'm debating whether podcasting would be a worthwhile initiative to suggest to my company's marketing department to pursue here in Canada.
According to a Forrester report released in April 2006, only 1% of online households in North America genearlly download and listen to podcasts. I expect the upcoming AIMS event will answer questions such as provided the lack of adoption for podcasts, is it worth it for businesses and marketers to allocate resources to such an initiative, when other online initiatives may target more users and result in greater ROI?
There's a lot of hype over podcasting and I suppose podcasting is not for every company. I'd like to know what things an organization should consider before launching a podcast. Can we have some examples where podcasting has NOT worked and why?"