From a story by NY Times’ John Markoff who recently interviewed Steve Jobs when Apple added podcasts to iTunes:
One thing Steve Jobs said to me that didnt make it into my [June 28] story was that hes getting interest from corporations about creating podcasts to reach customers and others directly without going through [traditional media], offers Markoff. An example might include something like Adobe wanting a podcast for Photoshop users.
His point: All of this breaks down old traditions everybody is getting dis-aggregated by new technologies, Markoff says. The lesson for PR practitioners, according to Markoff, is to recognize that things are changing in the media. More people are trying to reach [audiences directly].
Blowing in the wind.