Have you been following the exponential growth of podcasts in recent years? If not, and you're an author, you owe it to yourself to learn more about their book publicity potential. They're also ideal opportunities for author (personal) promotion. The statistics are in your favor when you consider that more than half of U.S. adults listen to one podcast monthly, and many listen daily or weekly. They're niche marketing opportunities like so many online promotional opportunities. As 20th-century mass media has lost audience share., 21st-century online outlets like podcasts have grown their numbers.

Podcasting is fun because it's freewheeling, and you aren't interrupted by commercials or newsbreaks as in radio interviews. That said, be respectful of your audience's time and attention – be sure you're providing informational or entertaining content that keeps them coming back for more. As an author, you're instantly seen as attractive, and when you deliver high-quality content, you'll quickly build an audience. The most common option is to launch a podcast that's yours. The other significant opportunity is guesting on other people's shows. It's a way to reach a new audience quickly.

If you're new to podcasting, listening to others is one of the best ways to bring yourself up to speed. You'll quickly get a feel for what works and what doesn't. Understanding things from the listener's perspective gives you pointers about handling yourself "on the air." The trick, then, is to reach your target readers with the podcasts. You can promote them on your website, blog, and social media – and vice versa. One of the best things about being an author is the cross-promotional opportunities your book offers. If you have a business or consulting practice, your book PR activities bring new customers.

If you check podcasts and feel listener numbers look low, don't despair. They remain on the internet indefinitely and gain listens over time. Many successful books today sell with slow-drip methods over time. With consistent sales, you can end up with a far more profitable book than one that sells wildly initially and then drops off. Each book project is unique; you must see what works best for you. However, for virtually all authors today, becoming active in podcasting makes sense. The best PR plans have many dimensions; when you coordinate them, the results improve.