Torstar brings entrepreneurship podcast to new heights

Between Us with Wes Hall has new sponsors and expanded distribution through Air Canada for its second season.

Toronto Star podcast Between Us with Wes Hall has created a custom ad opportunity for its sponsors this season, which will be heard by a broader audience travelling on Air Canada flights.

The series, a partnership between the Toronto Star and Hall’s BlackNorth Initiative – a coalition of business leaders whose mandate is to use a business-first mindset to end anti-Black systemic racism – explores the journeys of Canadian BIPOC business leaders through frank and intimate discussions regarding numerous professions and industries. The first season debuted in late 2021, with a coalition of businesses signed on as sponsors, many of which came from finance, energy and B2B sectors.

For the second six-episode season, Telus has signed on as a new sponsor, with Enbridge returning. Each episode will feature a custom-crafted, shared midroll ad, says Barbara Anie, Torstar’s senior manager of key accounts and partnership strategy.

“It’s an ad, but it’s a shared message that was custom crafted to show support of the initiative and the greater cause,” Anie says.

In addition to being available through traditional podcast platforms, Between Us will also be featured on Air Canada flights as part of its enRoute in-flight entertainment system. The airline previously added the first season of the podcast to its platform late last year and worked with Torstar to introduce season two in sync with Black History Month.

Anie also says that unlike the majority of their podcasts – a roster that includes daily news programs, special series and discussions on news, politics and sports – this is a not-for-profit venture for Torstar.

“Any revenue we generate after expenses are covered, we donate to BlackNorth Initiative,” Amie states. “This is a purpose-driven project where we’ve made that commitment. The proceeds after expenses that get donated go towards supporting Black journalism. That was an important connection to us.”

Produced by Media Girlfriends, a Toronto-based podcast production company led by journalists of colour, Between Us season two guests include TIFF CEO Cameron Bailey; How She Hustles founder Emily Mills; Black Girl Hockey Club founder Renee Hess; Toronto Maple Leafs’ DEI/player development executive Mark Fraser; Soulpepper Theatre Artistic Director Weyni Mengesha and Schitt’s Creek actress Karen Robinson.