Slide of hand only works if you have eyes to be deceived
There is media that we all participate in together: war, last episode of mash to last episode of Seinfeld, in the masses we experience the "water cooler" aftereffect. For over 50 years we have lived in a mass media society, a culture connected by TV and movie references. However, in the last 5 years an emerging media has taken mass media and channeled it into personal devices that we consume as individuals with earbuds and the freedom to stop and start at will.
As marketers, media producers, struggling businesses we look for ways to market to the mass in a very diluted, impersonal message and approcah. The podcast is the unique combination of mass media delivered through a personal media device creating a new experience of shared personalization. The controller of distribution, the "big boy" of business is no longer needed. This is changing the world and allowing everyone to now have a media channel and create their own following. Welcome to the future.