By Nathan Rudyk

Everyone's heard of software as a service, but podcasting? Done right, podcasting is a powerful 24X7 business information service that builds community as naturally as the human voice.

Going to a tradeshow? Record interviews with a key partner, a friendly analyst, and a couple of customers and you have the raw material for one or more highly targeted podcasts for prospects to enjoy when and where they choose.

market2world can prepare and record those interviews on site, plus provide introductory scripts, theme music, artwork, editing, an HTML landing page and online promotion to turn those recordings into a highly professional show like MD Financial Group's China Rising podcast.

In that case, MD Financial, a division of the Ottawa-based Canadian Medical Association, staged an event for several hundred of its physican-investor clients in Toronto. With our podcast, the learned opinions of MD Financial's money managers, senior executives and a renowned China guru are available for tens of thousands of clients and prospects to enjoy in podcasting's extremely portable and personal formats (there are several, some of which include the ability to play visuals that accompany the audio).

How portable? Take a look at Apple's new iPod Shuffle above, 1.62 inches long and about half an ounce in weight, it will hold 240 songs in 1GB for well under a hundred bucks. The new shuffle is scarcely bigger than the earbuds that come with it!

iPods and other mp3 players (my 15-year-old daughter prefers the exclusivity of her gorgeously designed iriver clix player) are definitely going mainstream. Chrysler provides (as does Ferrari on its 599 Fioranao) an iPod dock in its hot new 2007 Caliber and Jeep does as well in its new Compass model.

If you prefer a late-model vehicle in your driveway, most Macs and PCs will easily burn CDs from podcasts with iTunes or Windows Media Player (note that iTunes works on Windows as well), allowing you to take your podcasts along for the ride on CD.

Want to know more about podcasting and listen to some of our work? In the last month two mainstream media outlets, CTV's Tech Now show hosted by Paul Brent and CFRA's Business@Night radio program hosted by Greg Hebert have produced some great features on podcasting while profiling market2world podcasting projects like China Rising and

It's also great that the Tech Now show covered the podcasts produced for The National Arts Centre Orchestra, or "NACOcasts". Podcasts don't (at all) have to be limited to business or technology content.

Have a listen and a look and let us know what you think.

(Nathan Rudyk is President of market2world communications inc., Canada's Web 2.0 tech product launch and public relations agency, founder of Ottawa's tech business podcast, and VP Community Relations of Government 2.0 Technology Think Tank)