Over beers last evening, Arthur Masters (Ottawa Local Podcast) and I talked about Marshal McLuhan. We agreed (and maybe it was the beer talking) that Podcasting is the realization of McLuhan’s famous quote “the medium is the message”.

It is true that Podcasts can be rooted in the technology.  Many media organizations are discovering this and jumping into Podcasting by simply regurgitating existing content into an RSS feed.  This is where Podcasting is compared to Tivo, allowing consumers to hear the media productions they love, when they want to love it.

A major component of the Podcasts that succeed is the unity of the message and the medium.  This is true of both the hobby and corporate Podcasts.