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In addition, many of the world's major communications companies also are aware of podcasts' growing popularity, and quickly have embraced the medium as a viable communications format.

Besides taking major media by storm and spicing up company Web sites, podcasts also are cropping up as add-ons to company e-newsletters and marketing e-mails. The reason, e-marketers say, is that adding a podcast involves little more than pasting in a hotlink to the podcast.