30 seconds won't necessarily burn out the plugs - it depends on what kind of plugs they are. The engine in my Mom's GMC truck has specified a few different plugs over the years, the latest being a positive temperature coefficient plug. This means that as the plug heats up, it's resistance also goes up, reducing the current it draws. At some point it reaches an equilibrium where it won't get any hotter. Apparently these plugs are virtually burnout proof. Before I changed all the plugs recently, I powered one up using a bench power supply. After 10 seconds (the factory glow relay timing), it was just dull red at the very tip. After 30 seconds it was bright orange almost all the way down to the threaded part, which is how it should be according to some pictures and other info I've found on the web. At this point it had stabilized and wasn't getting any hotter. From what I've read it could stay like this all day without deforming or burning out.
As an aside, because the glow relay in the truck was actually designed for 6V plugs with shorter cycle times (another long story ...), when I replaced the plugs with these ones, I also rigged up a manual push button on the dash to engage them. Now we just push the button for 20-30 seconds before starting and there is no problem no matter how cold it gets.