Appearing on the panel is Heather Green, internet department editor at BusinessWeek, who in addition to writing and editing stories for the print edition, also co-authors blogspotting.net and hosts The Cutting Edge podcast. She will be joined by Washington Post Newsweek Interactive director of business development Jeff Burkett, who is responsible for the outlet’s daily news video podcast, and Mikel Ellcessor, senior director, programming operations and distribution at WNYC-FM (NPR), one of the first major market public radio stations to reach significant audiences through podcasting.

The panel will be moderated by iPressroom founder and chairman Eric Schwartzman, who also hosts the “On the Record…Online” podcast, which explores how new media is changing the way organizations communicate, and the way people consume media and information. Past guests include Walt Mossberg of The Wall Street Journal, Ken Auletta of The New Yorker and David Pogue of The New York Times.

"You don’t have to build a business case for trade advertising or direct mail. They’re accepted practices, so they’re rewarded with budget dollars. But podcasting is new, so it has to be justified said Schwartzman. "We’re going to find out first-hand from our panel how they managed to build a business case that convinced their executive management to start podcasting."