Coke’s splash into podcasting to teens with iHeartMedia shows how much interest the content format — and even just the audio side– is getting from brands. Reflecting slow but steady growth year over year the last seven years, Edison Research has reported that fully one-third of all Americans 12 years of age or older now say they have listened to at least one podcast and a growing “Share of Ear.” For those of us who have believed in podcasting as a great entertainment or information vehicle for more than a decade, it’s really the second (or even third) wind.

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