Here’s the latest 4MR audio report from MediaShift. In this week’s edition, I look at Apple’s plan to enter mobile advertising with its new iAd platform. Apple has been known for hardware and software but has never handled ad sales before, and now finds itself squarely in competition with Google and AdMob in that arena. Plus, Columbia University announced a new dual journalism-programming degree. And I ask Just One Question to AdAge reporter Kunur Patel about her take on the new Apple iAd platform.

Check it out:

4mrbareaudio4910.mp3

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Listen to my entire interview with Kunur Patel:

patel full.mp3

Background music is “What the World Needs” by the The Ukelele Hipster Kings via PodSafe Music Network.

Here are some links to related sites and stories mentioned in the podcast:

Apple Launches ‘iAd,’ Mobile Ad Platform for iPhone and iPad at ClickZ

Steve Jobs Promises Developers That Apple’s iAds Won’t ‘Suck’ and Will Make Them Money at MediaMemo

Apple’s iAd Not Game-Changing, but Will Move Market at AdAge

Apple Unveils New Ad Software for iPhone at Wall Street Journal

Apple Announces Mobile Ad Plans Thursday, and Google Can’t Wait to Tell the FTC at MediaMemo

Apple unveils iPhone OS 4.0 at CNET

Apple Unveils Ad Platform and Phone Software at NY Times Bits

Will Columbia-Trained, Code-Savvy Journalists Bridge the Media/Tech Divide? at Wired Epicenter

Columbia’s J-School Gears Up A New Generation Of Digital Media Geeks at Business Insider

Columbia Rolls Out Joint Journalism – CompSci Grad Program at FishbowlNY

New dual-degree master’s in journalism & computer science announced at Columbia University

Also, be sure to vote in our poll about what you think about ads on your mobile phone:

Mark Glaser is executive editor of MediaShift and Idea Lab. He also writes the bi-weekly OPA Intelligence Report email newsletter for the Online Publishers Association. He lives in San Francisco with his son Julian. You can follow him on Twitter @mediatwit.

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