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Gervais makes noise with Audible shift

Ricky Gervais' shift from iTunes to Audible for his popular podcast caught the ear of bloggers this week.

Gervais, creator of the British television hit "The Office," has one of the most popular podcasts on the Internet. The move to Audible will transform the podcast from a free download to a paid service costing $1.95 per episode or $6.95 for the season.

Bloggers were skeptical but there was a sense that the move could signal a change for podcasting from a fun Internet pastime to a profitable business.

Blog community response:

"While iTunes has certainly done a great job building a culture of payment for small doses of media, there's no question that promoters are still working hard to address market perceptions that some content ought to be free."
--Rob Hyndman

"I'll say it again - people will pay for what they want. A whole industry of Podcasters who deliver just that, thrills me."
--Paul Colligan's Blog

"It's hard to believe the numbers will be anywhere close to the Guardian downloads but they don't have to be in order to achieve financial success for the producer, talent and distributor."