Since the medium was first fully embraced by Apple and consequently became mainstream (well, that is a relative term), Podcasting has had more than its fair share of naysayers and detractors. Every once in a while someone accidentally runs into a magic lamp and a guru pops up telling us that Podcasting has already had its 15 minutes and is a fad that is ready to pass.

In spite of that, Podcasting has managed to stay relatively hot and according to a report by eMarketer, Podcasting advertising is set to quintuple (that is a 5 times increase folks) over the next 5 years, from a base of $80 million today to a $400 million market by 2011.

Despite the small base of users, podcasting represents an attractive medium, given its targeting, its low cost and its obsessive/passionate user base, says the report. “These people constitute an excellent media target,” Belcher said. “It’s a self-selecting medium. These people are into it, and they’re really into it.”

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Mediaweek has more.

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