Molson to sponsor Corus Radio podcasts
By Adnews Staff
Brewing company Molson has signed on as the first sponsor of Corus Radio's new podcasting initiative. Podcasting is a way of automatically distributing MP3 audio files to Internet users who request them. According to Corus, the deal makes Molson the first podcast sponsor in Canada. The sponsorship covers the podcasts of two music documentary programs: "The Ongoing History of New Music" and "Legends of Classic Rock." A sponsorship message will run in the introductions to the shows from May 9 to Sept. 5. Corus began making segments from these shows available as podcasts in early April. Internet users can sign up for them at the websites of several Corus radio stations, including Classic Rock 101 and CFOX of Vancouver, Q107 of Calgary, The Hawk and FM 96 of London, 102.1 The Edge and Q107 of Toronto. "Corus Radio's podcast offering really hits the sweet spot in terms of matching technology and content to the relevant audience," said Ross Winters, national program director of Corus Radio. "Eighteen- to 34-year-olds have the MP3 players and they're eager to try out this new technology, but until this point, there has been very little content that appeals to them." Corus Radio is owned by Corus Entertainment.