Dive Brief:

• Podcasters will present at NewFronts today to make a case for advertising on the medium. 
• The success of "Serial"—a spinoff of "This American Life"—has advertisers' interest piqued. 
• Podcasters, including Ira Glass from "This American Life" and Jad Abumrad from "Radiolab", plan to release information on podcasts' current audience numbers, like a recent report from Edison research that found 17% of Americans over the age of 12 listened to podcasts in the past month. 

Dive Insight: 

Until somewhat recently, podcasts haven't generated enough of an audience to make major advertisers take notice. That could change now that Serial and other popular podcasts are starting to pull in greater numbers. Even though they might not reach online video or TV numbers yet, there are opportunities in podcasts that advertisers should take into consideration. Podcast listeners can be reached anytime, much like online video, and the life of a podcast is much longer than a tweet or Facebook post.