Podcasting's Advertising Potential

Podcasting is catching on and with more than six million Americans hearing at least one of these audio broadcasts, advertisers are starting to take notice of the trend too.

Apple is partnering with Disney to give listeners a free directory of thousands of podcasts. The deal has people downloading everything from ESPN Radio shows to help with last minute book reports.

Apple CEO Steve Jobs says you can expect podcasting to be free to listen to but you will probably have to get used to advertising being added to your favorite podcast. Commercials could come before you hear your podcast, after or even both.

As podcasting continues to gain popularity, companies hosting free podcasts will look to advertisers to help generate revenue. But they won't have to look far.