Oneupweb announced the release of "Consider Podcasting," a white paper on the opportunities and challenges of podcasting for marketers.   

The white paper discusses the attractions of this new medium, statistics on current and expected usage and advice on how to utilize podcasting, as well as the difficulties of using podcasts for marketing.

Among the statistics included in the white paper is eMarketer's prediction that podcast ad spending will reach 80 million by 2006, at which time Bridge Ratings anticipates nine million listeners per year.

"Podcasting represents a tremendous opportunity to connect with an elusive audience. But the medium has two big obstacles: metrics and production time," iMedia Connection managing editor and host of the iMedia Connection podcast Mario Sgambelluri says. "So it's good to see more studies that help marketers deal with these issues."