My caution is that companies shouldn't be
dashing out to create expensive original content for a small audience –
unless they gain value from being seen as innovative.
So is it a good idea to invest time and resources within your organization to deploy a podcast? I don't know, that's your decision. I would have to say that if you have a target group that is technologically savvy and the organization can put forth the resource that can devote time and produce high quality content that will peak listeners interests, then go for it. Otherwise, do not waste your time moving forward now. Don't worry though, they estimate people will be listening in the future:
Forrester is projecting that the number of households using podcasts
will grow from 700,000 to 12.3 million over the next four years in the
I know for one, I have listened to a handful of them and nothing has been able to really keep my interests. Take that as you may and proceed with quality content!