For people interested in the potential of advertising on blogs and podcasts, the Center for Media Research has a new report that offers some modest encouragement. Some of the key findings are:
- total spending on user-generated online media will grow by 106.1% a year to $757-million by 2010
- blog advertising will climb to $300.4-million in 2010 from $16.6-million in 2005; or 39.7% of total spending
- podcast advertising will jump to $327-million in 2010 from $3.1-million in 2005, or 43.2% of total spending
- RSS-related advertising will rise to $129.6-million by 2010 from $650,000 in 2005
   A few things jump out from the report:.
- $757-million doesn't seem like a lot of money given the growth of the blogosphere and podcasts - although it is a new medium and advertisers will take their time trying to get a handle on the economics and most fertile opportunities - much like they stood on the online sidelines until the last couple of years.
- It is interesting to see podcasting accounting for a greater percentage of the advertising pie than blogs. It would be curious to see the rationale behind this development, particularly in light of Forrester analyst Charlene Li's contention that only 1% of U.S. households currently list to podcasts - although the number of listens is expected to hit 12 million by 2010 from 750,000 in 2006.
- While I haven't seen the full report, it would be interested to see how much of the advertising business will be done by blog networks such as John Battelle's Federated Media and AOL's Weblogs Inc.
  For more perspective, check out Buzz Machine. I also wrote a column a few months ago in the Financial Post looking at how the blog-vertising market  and who was going to get a piece of the action.
Tags: Blogs, Advertising

Not to suggest commercial radio is heading down the tubes but when it comes to audio (music, talk, etc.) in the car, the most exciting battle is being waged between the iPod and satellite radio. While the iPod has tremendous buzz and million of loyal followers, Apple isn't taking complete advantage of the opportunity to take control of the in-car experience. Why? As it now stands, if you want to listen to an iPod in your car it either requires some kind of gadget from a third-party such as Belkin or Griffin, or the custom installation ($$) of an input jack or special connector. (Disclaimer: I've been using the Griffin iTrip but the reception is terrible in downtown Toronto because there are so many radio stations, it is hard to find a channel without some kind of interference). If Apple was smart, it would start striking more deals with the auto makers (much like what Sirius and XM do) to make an iPod connection a standard or a simple, inexpensive option. This would easily extend the reach of the iPod into millions of vehicles - many of them owned by people with iPods but not using them was driving. Apple is already doing business with a handful of auto makers such as BMW, Honda, VW and Chrysler to integrate an iPod connection into cars such as the Mini Cooper and the VW Beetle, but given Apple's marketing muscle, it's puzzling why these kind of relationships haven't been extended to nearly every car maker. Apple should also be working with car stereo makers to make an input jack for the iPod a standard feature.
   As for satellite-radio, I remain far from convinced even though there are millions of XM and Sirius subscribers. From my own experience using a satellite radio, the lack of control was frustrating despite the fact there are more than 100 channels. When you boil it down, most people likely find 10 to 15 channels that meet their interests. But after awhile, the 10 or so music stations on your favorites list begin to sound repetitive because they must appeal to a large audience to be commercially viable. This is why the iPod could thrive as you drive because the user has the ultimate choice to listen to you what they want.