In the early days of the Internet and the WWW the idea of mixed media by established media companies, mostly newspapers, was much ballyhooed. Tribune Company, owners of the L.A. Times and Chicago Tribune went so far as to make all kinds of investments, begin hiring reporters who could be broadcasters, but were really ahead of their time.
Now it seems other publishing giants are taking that approach and using Podcasting as their entry vehicle into multi or mixed media.
The rationale is simple. Take the newspaper with you and start to disintermediate the radio broadcasters in their markets. Now that's smart.
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