Working with VHI, she hired a prominent health journalist to front a show that promotes wellness. Not a totally new idea - Humana Health Care in the US has for several years been producing a syndicated phonein radio show to do precisely the same thing.

Traditional media organisations can do the same thing - witness the Guardian and Daily Telegraph, both of which produce podcasts that are done up like morning or weekly radio shows, with hires including Ricky Gervais and exBBC talent.

But sometimes simple is better. Like this podcast, wherein the Jack and Suzy Welch column you find on the back page of this business supplement is read aloud, in similar form, by the authors on this podcast produced by Business Week.

It sounds scratchy, as if they're on a phone line, which they probably are. But you still get to hear Jack Welch, the former legendary GE exec now ensconced in private equity, batting around readers' questions with his wife Suzy, former editor of the Harvard Business Review. There's just something about the added dimension of hearing the author read his/her own work that brings something more to the experience.

If you like the column, add this to your subscribed podcast list.