Huh...OK. Doesn't sound like such a good deal for the podcaster. He or she has to basically donate the space in the show in the hopes that the advertiser has something compelling enough to interest his or her audience into calling someone. Bleah...if I wanted to do charity work, I'd go downtown and serve lunch.
But I digress...
Podbridge and Ingenio are banding together to implement Pay Per Call advertising in podcasts. I guess it's as good as any other medium for Pay Per Call, but as I said - you won't catch me donating any time in my podcast to an advertiser unless I really, really think they have a kick-butt product.
Regardless of how I feel about it, though, the podvertising model is still very much up in the air and I'm all for throwing as many models as possible into the ring. Someone, somewhere, will stumble across the right model or models.