You may find that you're the only person in your organization that thinks podcasting is worth throwing any money at. Accepted marketing practises such as flyers have a known effect and are easy to get a budget for. Not so with something new like podcasting. A panel of companies who are utilizing podcasting is being formed at Syndicate in New York City this week to reveal exactly that: how did these guys manage to get funding to try out podcasting. "You don’t have to build a business case for trade advertising or direct mail. They’re accepted practices, so they’re rewarded with budget dollars. But podcasting is new, so it has to be justified said [iPressroom founder and chairman Eric] Schwartzman. "We’re going to find out first-hand from our panel how they managed to build a business case that convinced their executive management to start podcasting." I want to hear this. I hope that they podcast the panel discussion.