BrandSavant‘s Tom Webster explains that Google’s decision to more fully embrace podcasting through Google Play is only one of many obstacles in the way of wider public use of podcasting: “Don’t get me wrong–the lack of a native Android client is a significant hurdle, and I am pleased that Google seems to be in the process of tearing that hurdle down. But we mustn’t forget the fundamentals of audience development and audience marketing. Our potential new Android users aren’t going to burst through the floodgates. They aren’t behind the dam. They are on another tributary, and it’s up to us to find them, and give the people what they want.” Read the full article at BrandSavant.