Forget revenue and concerntrate on the other two words for all I care: exposure and buzz. If an author wanted to sell copies of his book, which would he pick: a 30-second spot on The Tonight Show or a 30-second podcast? If a studio wanted to promote a new movie, what would it pick: a 30-second spot on The Tonight Show or a 30-second podcast?
If you think the answer is "B", you really know absolutely nothing about marketing. Podcasts are the same thing they've been for the last ten years: Internet fluff.