"Now, most podcasting programs don't know what they're worth, so the question becomes, 'Can they reach out, get ads and make money?' "
That is the big issue right now. How to make money with podcasts? The traditional ways of advertising may work, but PVRs have shown us that people who can fast forward will do it if they are too long or boring or inappropriate.
There maybe something to the old "Brought to you by our sponsor..." style of ads.