Mainstream media is getting savvy to the way podcasts are being effectively used to promote authors and their work.
A Washington Post article looks at how Scott Sigler, J.C. Hutchins and Cory Doctorow are using podcasting an Internet media to get noticed:
Horror writer Scott Sigler, one of the pioneers in this area, began regularly posting readings [...]

The New York Times has published an introduction to podcasting authors and audiobook podcasts.
The article focuses on author Scott Sigler, who helped pioneer audiobook podcasting with his sci-fi thriller, Earthcore. Sigler introduced an Earthcore podcast in 2005, describing it at the time as the first podcast-only novel.
After being snubbed by publishers for years, Mr. Sigler [...]

Choose Your Own Adventure (CYOA), the interactive children’s book series, is now offering iPod versions of its stories. Choose Your Own Adventure #1 - The Abominable Snowman audiobook download is designed for use with all varieties of Apple iPod.
The CYOA download goes in countless directions as “you” in the role of main character click on [...]