Like geese at the zoo around a picnic table, advertisers will eventually flock to any and all new communications formats. The latest to get swarmed is podcasting, which is slowly being seen as a viable means of spreading an advertising message. Whether it's a corporately owned podcast or merely the sponsorship of an existing one more and more podcast producers are getting advertising revenue. The allure of course is the niche audience that an advertiser can gain access to. Just as long as no one lets Paris Hilton near one again.