A discussion is provided of the use of podcasting to improve business communications. Several podcast service companies note that the concept of podcasting in the enterprise is gaining ground and that Podcasting seems to have re-ignited the corporate imagination about what audio can do: training, earnings called, market analysis, pep talks from the top of the organization, or just convenient on-demand news dumps for the corporate troops. Advanced podcasting also can provide a renaissance in the less obvious but significant communication power of the voice as it is used in radio broadcasts. For instance, at Hewlett-Packard (HP), employees were up-beat about podcasts, because they enjoyed hearing the speaker's voice in describing a project in her own words. Siemon, a network cabling provider, has industry experts that produce many podcasts for its intranet and partners, but none sell product. iPressroom also assisted ad services vendor Ecast in creation the Digital Masters series of interviews with speakers at the recent AdTech convention. An advantage in selling internal podcasting is podcastings ability to give a company CEO a more personable and accessible voice, says Scott Sigler of SNP Communications, a company that helps Network Appliance do executive podcasts and which has its own Marketing Edge podcast listed on the iTunes network. Whether using podcasting for low-res call-in entries or for more extravagant talk radio segments, use of podcasting indicates that companies know that they are now media companies because they are closer to the larger consumer and trade conglomerates.