Durex buys Podcasts

Indicating another interesting split between traditional broadcast mainstream media (MSM) and internet based narrowcast media AdAge reports that condom maker Durex has purchased product placement advertising in podcasts.

In an effort to reach young listeners with more risque marketing messages at the same time avoiding Federal Communications Commission (FCC) decency rules, Durex last month launched an unusual brand integration campaign featuring unscripted X-rated banter on the "The Dawn and Drew Show," which is the No. 2 podcast as currently ranked by visitors to PodcastAlley.com. What will happen if a traditional broadcast media company, covered by the FCC rules creates a Podcast with similar advertising ?