One of the most frustrating things about understanding new media is that you don’t get really smart about who’s using it, how and why until it becomes … well … old media.

As one of the first to use podcasts for PR purposes, I found the experience comparable to hitting a piñata while blindfolded in the Staples Center. One day I got a research study claiming podcast users were 19-year-old boys, and a second definitively ID’ing them as 60-year-old moms.