But some say the effort is futile: ABC, NBC, NPR and even Apple’s archcompetitor Microsoft all use the term “podcast.” Besides, as Rob Walch, coauthor of “Tricks of the Podcasting Masters,” points out, it’s never going to be easy. “Subscribing to content via RSS 2.0 with media enclosure tags,” he says, “is a tough concept to tell your grandma about.”
