Via Journalism.co.uk, the Guardian is looking to monetise its podcasts:

The Guardian is planning to launch adverts in its podcasts later this year. Speaking at a Radio Academyevent on podcasting, Matt Wells, head of audio for Guardian Unlimited, said the media group was developing software to allow the sale of ’spot ads’ in Guardian podcasts.

Some Guardian podcast stats from the report:

Last month the site recorded 1.5 million downloads across all of its podcasts, Wells said, with 15-20,000 downloads of the Media Talk podcast over a week and 80-100,000 weekly downloads of its Football Weekly show.

More: http://www.journalism.co.uk/2/articles/530933.php