Acres of print this past week on major media companies and their embrace of podcasting - both online and mobile. Some might view this as unwelcome encroachment on the "people's new media" by corporate types. I find that for the most part they "get" the distinct flavor of podcasting vs broadcasting, and are producing pretty entertaining stuff; digital hors d'oeuvres that whet my appetite for more. Mobile is as different from the Web as a publishing medium as the Web is different from print; smart podcast creators that get this distinction will thrive. I've always enjoyed a well-crafted short story more than a ponderous 600-page novel, and look forward to hearing digital gems created for the mobile phone.