TORONTO – Corus Radio recently became the first radio chain to sell advertising into the increasingly popular podcast format. On several of the company’s radio station web sites, viewer/listeners can download iPodder in order to listen to short documentary programs most everyone will be familiar with: The Ongoing History of New Music and Legends of Classic Rock. The difference with these podcasts is that they’re sponsored by Molson’s. Nothing flashy. Nothing expensive. Just a five second intro from the hosts saying it’s sponsored by Molson’s. The minute to 90-second ‘casts are “just to test the waters” Corus Radio’s executive producer,...
