It was a year ago that Apple launched the first version of its iTunes software to include podcasting capability, and the podcast revolution was officially on. “Apple reported 1 million downloads of podcasts in the first 48 hours of the June 28 launch and now will only say that “millions and millions” of episodes of the 60,000-plus shows listed on the site are downloaded each month. By contrast, the largest podcast directory prior to the launch, Podcast Alley, listed just 5,400 shows as of June 28.” But podcasting will only be a true business success if it manages to integrate itself into the larger media picture. The good news is, the larger media have begun to sit up and take notice.