demonstrated its new podcasting service, Wordcast, at the Portable Media Expo in Ontario, California between November 11-12.

Currently in development, the service is designed to put ads into podcasts, check audiences and secure transactions. In future it will also be able to track ad impressions.

Advertisers need numbers

The company believes that for podcasters to truly attract advertisers, they need to be able to offer independently-collated statistics to justify advertising spend. Wordcast uses Audible's proprietary TrueListener Audience Measurement system to furnish such figures.

Wordcast also offers dynamic ad insertion and file assembly technology, so podcasters can keep their content and their ads separate when they build their transmissions. This technology will also insert ads in archive content, Audible implies.

Toward subscription-based transmissions

The service also offers podcasters an opportunity to build subscription-based shows, Audible said: "Create a bona fide subscription business using Audible's proven content protection and e-commerce technology," the company reveals online.

The company will host content on its servers and offer 24-hour customer support through its service, which also provides a podcast directory, giving you access to an already qualified base of downloadable audio consumers.
Cnet says: "Audible will charge podcasters 5 cents per listener download for its expanded service, which includes measurement of usage, and a half cent more per download if the podcaster wants to have Audible insert an ad."