Web streaming, podcasts, changing radio

TORONTO – The 30-second ad just isn't going to cut it for radio in the on-line world. Canadian Broadcast Sales, a joint partnership with Corus Entertainment and Rogers Media, says that after an informal survey, it is sure that podcasting will be the next big thing for radio – but to be successful, the ad model must be re-created. Podcasting is, after all, an opt-in form of media. “Some stations are already using podcasts, but because the concept is less than two years old we’re really just starting to understand its potential,” said Patrick Grierson, president of CBS. “Thirty second...