Durex buys product placement in podcasts

In an effort to reach young listeners with risque marketing messages at the same time it avoids FCC decency rules, condom maker Durex has purchased product placement advertising in podcasts.

Podcasting is a new medium that uses the Internet to distribute radio-like audio files for downloading into iPods and other MP3 players. The digital distribution system operates outside of the Federal Communications Commission's regulatory jurisdiction.

Although it only emerged as a viable mass medium within the last six months, podcasting is already a craze among younger "digerati." The new entertainment technology has also quickly drawn mainstream advertisers like General Motors Corp. An estimated 22 million Americans have iPods or MP3 players that can play podcast audio files.

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