The changing face of podcasting

An insightful comment from Marco Arment on the back of John Gruber going solo, describing how the landscape of podcasting is maturing.

But as the medium and technology mature and hosting costs drop, being in a network becomes far less necessary and compelling, and it increasingly makes sense for people to go independent. The glory days of podcast networks are behind us.

This left me wondering if the same was true for revenue and the ways to make money from podcasting. Whether the sponsorship model that pervades right now will become squeezed and contract in the same way that ad funded blogging has become less lucrative over time.

If it does, then I guess a very smart podcast producer may want to be vertically integrated and own their own podcast client, in order to keep their options open for the future.