Nielsen really nailed why it's so challenging to make a living creating podcasts in Canada. It's really depressing how the job market for podcasters collapsed all at once. There's so much talent here that's being underutilized. And even CBC Podcasts seems to be moving away from a focus on Canadian stories.
Having just recently co-founded a (very small) podcasting company, we wrote off advertising from the start. It's highly unlikely we're ever going to hit the scale required to make ads an important revenue stream.
The lack of any tax credits or arts grants is also such a frustration. For us, that leaves us with subscriptions and, maybe in the future, co-productions as revenue sources. Which isn't the worst situation to be in, but definitely makes things an uphill climb.
I'd like to take advantage of this excellent article to inform you of the existence in Quebec of an advertising agency dedicated exclusively to the audio universe, and in particular to podcasts.
The Podpass agency, which I co-founded almost two years ago, was created to boost the advertising market for podcasts, particularly independent podcasts.
The latter contain an impressive amount of content and are great resources for brand visibility, but are often overlooked by the advertising market.
As you mention in your article, the big agencies don't understand how podcasts work, and don't take the time to create the right campaigns.
That's why Podpass focuses on host reading campaigns, offering brands integrated visibility and enabling podcasts to maintain the quality of their content without suffering from advertising overload.
Our goal is to make a positive contribution to the Quebec and Canadian independent podcast market.
Since our inception, we've run numerous campaigns for media outlets, brands and organizations, redistributing tens of thousands of dollars to Quebec's French-language independent podcast market.
We also run campaigns across English-speaking Canada and collaborate with podcasts across the country.
If you'd like to know more about this initiative, which ties in perfectly with your article, I'd be delighted to tell you more.
Great newsletter as always!
Nielsen really nailed why it's so challenging to make a living creating podcasts in Canada. It's really depressing how the job market for podcasters collapsed all at once. There's so much talent here that's being underutilized. And even CBC Podcasts seems to be moving away from a focus on Canadian stories.
Having just recently co-founded a (very small) podcasting company, we wrote off advertising from the start. It's highly unlikely we're ever going to hit the scale required to make ads an important revenue stream.
The lack of any tax credits or arts grants is also such a frustration. For us, that leaves us with subscriptions and, maybe in the future, co-productions as revenue sources. Which isn't the worst situation to be in, but definitely makes things an uphill climb.
Thanks for sharing! Adding "Made in Canada" now...
Preach Annalise!
A great article that resonates sooooo much with me!
Thank you for sharing your thoughts!
Thanks Kattie for getting it out there!
Hello,
I'd like to take advantage of this excellent article to inform you of the existence in Quebec of an advertising agency dedicated exclusively to the audio universe, and in particular to podcasts.
The Podpass agency, which I co-founded almost two years ago, was created to boost the advertising market for podcasts, particularly independent podcasts.
The latter contain an impressive amount of content and are great resources for brand visibility, but are often overlooked by the advertising market.
As you mention in your article, the big agencies don't understand how podcasts work, and don't take the time to create the right campaigns.
That's why Podpass focuses on host reading campaigns, offering brands integrated visibility and enabling podcasts to maintain the quality of their content without suffering from advertising overload.
Our goal is to make a positive contribution to the Quebec and Canadian independent podcast market.
Since our inception, we've run numerous campaigns for media outlets, brands and organizations, redistributing tens of thousands of dollars to Quebec's French-language independent podcast market.
We also run campaigns across English-speaking Canada and collaborate with podcasts across the country.
If you'd like to know more about this initiative, which ties in perfectly with your article, I'd be delighted to tell you more.
Stephane@podpass.ca
Podpass.ca
Best regards.