Podcasting has opened the door to virgin territory for Canadian advertisers. The new field may prove to be fertile ground as Molson has signed on as podcast sponsor for The Ongoing History of New Music and Legends of Classic Rock. Corus Radio worked directly with Molson and its media agency Mediaedge:cia to make the deal.
The ad campaign will run from May 9 to Labour Day. The sponsorship will appear as intros by program hosts Alan Cross and Jeff Woods.
Chris Sisam, VP of sales with Toronto-based Corus Radio, says: ‘Nothing has been done like this in Canada; it’s the first its kind.’
