Modern technology often passes advertisers by when it comes to choosing channels of communication. But this time, the new format of podcasting could be here to stay. At least if you are to believe the Copenhagen based media bureau IUM that advices their customers to look in to the new possibilities:

- It's the users that will be the decisive factor. No one believed in SMS in it's time either, but it was the users that created the success, and it will be the users that will keep this running initially. That way a lot of possibilities will occur, says Henrik Busch, Business Development Director of IUM, to Computerworld.

It won't be an easy task. Customers want to see results from every Euro that they spend in marketing. But Henrik Busch is still optimistic about convincing the Danish market to try new ways of communicating:

- There is definitely a will to look at new media channels, but so far the requests haven't been overwhelming, that's all.

To lead the way IUM themselves have made a podcast that discusses the future of the technology in Denmark. Listen to it here: http://news.ium.dk/200501/Pot.mp3