Seems Shel Israel (co-author of Naked Conversations with Robert Scobel) has re-ignited their 'words' with CTO of Amazon over the value of Corporate blogging.

Yesterday I spent an hour or so chatting with Anita Yaa Agyeman who is organising the European Podcasting Summit in March 2007. She has spent the last couple of months talking to podcast production companies like ours and end users who are actually using them to help their business. Seems many corporates are still carefully considering the first step. Anita said the feedback she had was - many corporates are looking seriously at podcasts but are:

1. Struggling to find an ROI model to use
2. Want to clearly understand what content will attract and retain a business audience without damaging the brand
3. Worried if they start do not know where it will end.

This pretty much mirrors what Shel and Robert found. All I can say is that in a recent podcast with Shel he said corporate blogging faces the same arguments. But he stated that in February of this year only 2 companies in the Fortune 500 blogged. 9 months later this was 35. A massive increase in only a few months.