I definitely agree with some of what this article has to say. Non-mainstream podcasts have the potential to change things dramatically, but without a unified method of discovering and monetizing podcasts most languish in obscurity. Apple’s podcast directory is woefully inadequate and dominated by mainstream radio and it contains no way to monetize podcasts through subscriptions or advertising. Secondly, there is no unified ad market where podcasters can turn for monetization. YouTube, with its connections to Google Adsense and easily monetization options is a far better environment for making money with your podcast — if you happen to produce video and not audio-only programs.
For greatest chance at success, it has to be as easy to watch or listen to podcasts (and discover them) as it is to turn on the television or radio. Until the time that there is some parity between entertainment doing from a variety of sources, podcasts will always be second class citizens of the media world.
Podcasters are to radio what bloggers are to newspapers: independent voices taking attention away from mainstream media. At least that was the theory, when professional podcasts and blogs were getting started in the 2000s. But unlike blogs, podcasts by indie voices have not gone on to seriously challenge the mainstream media incumbents. Where is the Ariana Huffington of podcasting? Can you name a political podcaster who’s had the same impact as Josh Marshall and his Talking Points Memo blog? Sadly, there are no podcasting stars – and it’s all radio’s fault.