iPod marketing is not just about sponsored podcasting. On the iPod you can download audio files, but also plain text (notes). Content is always the king when it comes to marketing to portable devices, so Kraft Food has decided to offer plain text downloadable recipes. Simple text you can read while shopping in the supermarket wondering what to cook for dinner. The concept is very simple, but extremely attractive. The new consumer listens to brands when brands offer value, not just promotional messages. Quoted on AdAge, Kraft said that since the July 25 launch, several thousand people have downloaded recipes.