Found this story today...will be interesting to see what the results are, if they publish them. Others have tried this in the past, but still no word on how successful they were.
"Science and technology news provider New Scientist has begun testing a podcasting service, with the intention to include audio adverts.
The first edition of the 9-week podcast pilot will be available for download on 4 November. Each week, listeners will be able to access a 15 minute podcast available to download onto their mp3 player or onto their desktop to listen via a media player.
New Scientist podcasts will be available to download on NewScientist.com as well as via podcasting sites such as iTunes."