"Our ad model is performing very well thus far. We offer gateway audio ads, often voiced by ESPN talent and a 30-second brand-sell spot," said Marc Horine, general manager-new media, ESPN Radio. "We are looking at new technology that will provide a much richer advertising experience and hope to roll that out very soon."

That is from a story published recently by Advertising Age.  Website Services Magazine has been keeping a close eye on podcasting news, so it comes as no surprise that advertisers are aggressively pursuing this new revenue source.

ABC will soon test the idea of a subscribed and captive audience.  Currently, ABC sells individual shows on iTunes.  They will soon offer those same shows for free on its own site with ads that can't be skipped.  NBC and AOL's In2TV are preparing to launch similar programs.

For an in-depth look at podcasting, including "how-to's", check out the upcoming May issue of Website Services Magazine.  Subscribe free at www.websiteservices.com.