Advertisers in general are fleeing commercial radio. Their marketing studies show a continued trend towards streaming and podcasts, with the broadcast audience becoming older and poorer every year. Hence the selection of “non-traditional” advertisers.
Not only podcasts but how about this: Boston’s Howie Carr does offer podcasts for a fee but also there’s a phone number people can call anytime to hear a stream of the show. Those whose smart phones have unlimited minutes can thus hear the show and not worry about data costs for streaming.