Why Should Companies Podcast?

An analogy with Web sites is useful:

Most companies, even the corner gas station, has a Web site today. Originally only high tech companies and those that considered themselves 'cutting edge' had Web sites. 

Now I'm not suggesting that every company will start podcasting, but most companies will have some audio presence on the Internet soon and much of that audio presence will be in the form of podcasts.

An audio presence on the Web is valuable for several reasons, including that some people simply prefer listening (audio) to watching (video) or reading (magazines/websites/blogs/etc.), podcasts are considered "cool" and cutting edge, and podcasts can be downloaded and consumed at the listener's convenience, for example while commuting or exercising.

Podcasts can be used effectively by companies of all kinds. Certainly high tech companies and smaller companies podcast more often today, but traditional old line companies like Whirlpool (American Family Podcast) and Dixie (as a sponsor of Mommycast.com) are effectively using podcasts in their branding as well. How about an Auto Reconditioning equipment company effectively using podcasts? Checkout RightLookRadio. Even the Pentagon is podcasting!