Podcasting and individualism

Thinking today about podcasting and audioblogging. Then mix up radio. Internet and radio are different. Let's see, one has a mp3 player. It's a deep individualism ( only you can hear files , not other around you) , It's a democratic process by nature ( you don't force people to listen what you're listening and likes ) .
Even when there is proliferation of mp3 players, how do you set up mass audience for podcasting ( from the view of producer ) ?
You don't.
The answer should be ''Long tail'' approach.