Coming Monday

The runaway popularity of blogging, which has turned everyday people into online news outlets, caught the media and entertainment industries off guard.

They’re trying not to make the same mistake with podcasting — which lets amateurs become Internet radio broadcasters. Profits remain elusive, but there’s a bigger prize out there — the company that manages to become the go-to Web site for podcasts could gain enough leverage to strike favorable deals with proven content providers and charge for subscriptions and advertising.

Read more about podcasting in Technology Monday.