''Our mission is to bring as many people into podcasting as possible," says PodShow chief executive Ron Bloom. ''We think it has to be 100 million for the medium to take hold" -- that is, to sell advertising and sponsorships. (By comparison, commercial radio stations reach about 200 million listeners.)
The money and guidance that Odeo and PodShow will receive from their venture capital backers seem destined to turn them into the leading lights of podcasting, along with Apple's iTunes Music Store, which in June began distributing podcasts for free. (Another company to watch is publicly held Audible Inc., of New Jersey.)
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