VANCOUVER – Rogers Media announced Wednesday it has acquired Pacific Content, a branded-content podcast company that produces original podcasts for clients across North America.
Financial details of the transaction were not disclosed.
With the launch of the company’s Frequency Podcast Network last year (which leverages a lot of its radio talent), Rogers Media continues to see growth its audio business. Rogers also owns and operates 56 radio stations across the country.
Today, notes the Rogers press release, 26% of Canadians tune in to podcasts once a month, while 18% listen weekly (Source: Canadian Podcast Listener, May 2018). In the U.S., Americans have seen a sharp rise over the past year, with 32% listening each month, and 22% weekly (according to Edison, April 2019).
“Podcasting is a big part of the future of audio,” said Julie Adam, senior vice-president, Rogers Radio, in the release. “The team at Pacific Content is a group of passionate and experienced thought leaders and content creators who are at the forefront of this transformational shift in the media landscape.”
Pacific Content says it was the first branded content podcast business to launch in the world, in 2015, and today is one of the largest in North America. Based in Vancouver with content creators across Canada, Pacific Content works with prominent companies and advertisers to connect their brands to target audiences through high-quality storytelling, reads the press release.
“With the rapid evolution of digital audio, especially in the podcast industry, there is an untapped opportunity for our marketers to engage directly with their potential consumers through the art of storytelling – adding value to their specific market or industry, while creating brand relevance,” added Alan Dark, senior vice president, Rogers Media Sales, in explaining the purchase.
“We have found an incredibly smart, bold, and collaborative partner in Rogers Media,” said Steve Pratt, vice president, Pacific Content. “Both Rogers Media and Pacific Content share a strong passion in driving forward the future of both audio and branded content, and we can’t wait to start working together to take advantage of our combined strengths, experience, and creativity.”
