eMarketer has managed to garner a ton of buzz today about their forthcoming report on podcasting and marketing in which they estimate that $400 million will be spent in the space by 2011. My only real comment on the report (since I haven’t seen it) is this wonderful quote from NewTeeVee (on an unrelated post):

“The great thing about forecasts is that no one remembers the exact amount when the future finally rolls around.”

Here is a quick roundup of some great quotes from posts discussing the report:

“If you build it, they will come! Or in other words, concentrate on bringing podcasts to a bigger audience, only then can you make advertising work.”
– Marketing Pilgrim

“The increase of video podcasts, which lend themselves to the kind of video ads that marketers are accustomed to developing for television, has also increased advertiser interest.”
– BusinessWeek

“Show me an advertiser that wants to generically market to Podcasts with listening audiences of dozens.”
– Paul Colligan

“Currently, despite some 90,000 podcasts available on the Web and close to 90 million iPods in the market, podcasting is universally thought of as a supplemental medium by advertisers.”
– Mediaweek

“Every once in a while someone accidentally runs into a magic lamp and a guru pops up telling us that Podcasting has already had its 15 minutes and is a fad that is ready to pass.”
– 901am

“Unfortunately, for all you indy podcasters out there, this does not bode well. With all of that competition for ad dollars, the money is going to flow to folks who have ad sales reps.”
– Micro Persuasion

“While I would love to see 400 Million dropped annually into the space, the podcasting listening and producing community is going to have to get a lot bigger.”
– Geek News Central

“As I’ve said before, I think the bigger growth could come from simply making the entire creation process easier.”
– The Viral Garden

I like the last two comments best – they are spot on.