In another that sign podcasting reaching the mainstream, the Wall Street Journal featured podcasting page 1. The article describes how big media is rushing to stake a claim. The article provides some interesting insights into the turmoil that podcasting must be causing big media.

A couple of interesting quotes show me that radio still doesn’t quite get it. Bob Neil, president and chief executive of Cox Radio is quoted saying “All podcasting is about is making it easy for the [small percentage] of the population that owns an iPod to record to a specific device.”

Clearly, Neil seems to be missing the fact that podcasting has opened up the distribution channels to everyone and radio will have to compete to be on my iPod.

Over at Clear Channel, they have eleased 40 different podcasts. But they seem to be having an internal debate about podcasting. “The last thing we want to do is give people a reason not to listen to that appointment media”(meaning regularly scheduled radio shows) said Evan Harrison, head of Clear Channel’s online music and radio.

Big media still has a long way to go – but at least this time they seem to be paying attention.