Pattison adds podcasts to its media mix

The media owner has partially acquired full-service podcast production company Everything Podcasts to jumpstart its foray into the channel.

Pattison Media has invested in podcasts through a partial acquisition of Vancouver-based Everything Podcasts in order to offer clients a branded podcast solution.

According to recent research, podcasting is an increasingly popular media channel and a strong complement to a digital strategy, and additional data shows that podcast listeners – generally young, diverse, affluent and highly educated professionals – are an ideal market segment.

Everything Podcasts is a full-service podcast production company, joining Pattison Media’s 45 FM and three AM radio stations, three television stations and 17 online news portals. Pattison effected a like-minded deal when it partially acquired digital agency Lift Interactive back in 2019 to help expand its digital offerings.

In addition to layering in branded podcast capabilities to its media mix, Pattison Media’s president and CEO, Rod Schween, tells MiC the organization is also growing its own library of podcasts, and “having a partner with experience and a focus on this space was what we were looking for as a jumpstart into the podcasting arena.”

As far as opportunities for brands, Schween says the new offering will be wide-ranging, including standard branded podcasts showcasing a product a service, to scripted audio series for film, television or publishing. “Everything Podcasts can create a customized audio experience that will deliver from concept to global distribution.”

For Everything Podcasts, the strategic partnership and acquisition better positions the company to scale its services, tap into new podcast categories – tech, financial services, publishing, film and television companies – and further expand into American and European markets.

Its client roster already spans both national and international companies, like St. Michaels Unity Health Toronto, Kings College London and Curatio, a private social health network active in 102 countries and 20 languages, and the production company has reportedly grown by 145% since 2019. Everything Podcasts will continue to be led by CEO Jennifer Smith.