(Podcasting is) basically a huge niche. People making and consuming it think, “Why isn’t everyone swimming in this pool?” It’s efficient, there’s massive choice, it’s free for the most part. Then there’s the other 95 percent of the world that’s like, “What’s a podcast?” Once it becomes as easy to find a podcast as it is to find a radio dial in your car, I think that’s the point at which radio and podcasting becomes almost indistinguishable.
via ‘Freakonomics’ author: new media isn’t so different from old | Digiday.