For some podcasters, the idea of business entering the equation is like inviting ATF agents to a Grateful Dead concert. For guys like Paul Colligan, business and podcasting go together like a horse and carriage. Paul’s The Business of Podcasting blog, combined with his current book project, The Business Podcasting Bible are working to provide seamless integration for businesses looking to add podcasting to their online offerings. At the 2005 Portable Media Expo Paul and Chris chatted about the role of podcasting in business and the idea of mixing business with podcasting. Paul explains the business model behind his Premium Podcasting service. Mixed in with some discussion of the upcoming book is a smattering of the importance of metrics, podcast sponsorship models, business opportunities, and a little bit about how businesses can better communicate with customers through podcasting.