Wired News offers a nice look at podcasting with a focus on the A-list podcasters. The piece quotes “Cluetrain Manifesto” co-author, blogger and podcaster Doc Searls: “To me, it’s sort of like evaluating an ecosystem when there are three blades of grass pushing up through the dirt.“I think it’s the future of whatever the people will replace radio with…. It’s a way for the demand side to supply itself.”

The article delves into some of the characteristics of early podcasting success, including the need to be quirky, cliquey and cultish. Neville and I are listening. Does the PR profession qualify as a cult?