For many years, if you researched how to market a book, you'd find publicists singing the praises of radio interviews. They were plentiful, had highly interested audiences, and some were offered by phone, reducing the need for authors to travel. While they still exist, some have fallen victim to the changing media landscape, or their audiences have become much smaller. The excellent news for authors and PR people promoting their books is that podcasting has filled the void and then some. A surprisingly large percentage of people listen to at least one podcast a month, with some tuning into many more.

Two factors make podcasts potent promoters of books. The first is the specificity of their content – most are niche. The second is they are long-form interviews, giving authors more time to make a point and connect with the audience. Launching your own podcast or appearing as a guest on someone else's show is also a choice. Like everything else online, they are available "on demand" when people have the time and interest to listen. It's unlike radio shows that require people to be tuned in when they air. A single podcast may gain new listeners for several years or more, which increases its value.

Over-the-air radio interviews had some content limitations that don't exist in podcasting. It's possible to have a more freewheeling conversation (without commercial interruption) or one geared toward a specific audience. When launching a book and wanting heightened visibility with a larger audience, it is possible to book yourself onto a group of podcasts. It's an excellent way to reach a larger audience with news of your book's publication. However, it would help if you didn't scoff at smaller niche audiences. They are more efficient than mass audiences. Media efficiency means reaching people with interest in your topic.

If you begin as a podcast guest, find you like it, and receive a strong audience response, you can start your own. If you do, it's an excellent content addition to your website. You can link your podcasts and encourage anyone who visits your site to find out more by listening to your podcast. Some authors publish particle transcripts of their podcasts to add keyword-rich content to their websites. Whether you should depends on how focused the podcast discussions are and their applicability to searches for you and your book. Regardless of how you do it, podcasting presents many opportunities.