When I spoke with Dave Sturgeon for this episode, I knew I was in for a a full radio autopsy. Dave’s career spans over four decades, and his journey is nothing short of remarkable. From his early days on-air in small-town Ontario to managing stations across North America, Dave has held a lot of the power positions in radio. What struck me most was his willingness to embrace change, whether it was moving from rock radio to talk, stepping into sales, or taking on management roles in both Canada and the U.S. Dave has now written a book called "The Truth About Radio". Today he is an ad-buyer at his company called Radio TV Agents LLC . From a birds eye perspective, one would say that he doesn't need to write the book. Afterall, why would an ad-buyer care? There's plenty of digital product for him to sell. But the truth is that his clients' don't get business unless radio is included in the campaign. And that's a story that needs to be told, and makes this mandatory reading for any broadcast general manager or sales manager. Dave’s story is a testament to the power of discovering what's next. He shared candidly about the personal and professional challenges he faced, including stepping away from radio for his family and then finding his way back, stronger and more passionate than ever. His transition into agency work and eventually launching his own company, Radio TV Agents , highlighted his entrepreneurial spirit and deep understanding of what makes radio effective. If you are in radio, you will love how we talked about the enduring power of radio. Despite the rise of digital media, Dave made a compelling case for why radio remains a foundational tool for advertisers. He debunked common myths about radio’s relevance and measurability, drawing on real-world results from his clients. His new book, "The Truth About Radio," is a must-read for anyone in media or advertising. This episode is a reminder that while technology evolves, the core of radio—connection, storytelling, and trust—remains as vital as ever. I left the conversation inspired by Dave’s optimism and his unwavering belief in the medium. If you’re passionate about audio, or just love a good story of resilience and innovation, this episode is for you. Dave is a very good LinkedIn Follow. Buy Dave's Book. - Canada Buy Dave's Book - USA

What is a podcast in 2025? We called in Rob Greenlee to provide insights into the evolving landscape of podcasting, focusing on the rise of video podcasting. He discusses how platforms like YouTube and Spotify are reshaping the industry, challenging traditional RSS-based distribution. We tried to land on the definition of a podcast, emphasizing content over distribution method. We talked metrics, monetization, and content creation for new podcasters. Rob highlighted the importance of personal branding and adapting to technological changes, including the potential impact of AI on media. The group debates the future of local podcasting and the difficulties creators face in generating revenue. Things are changing. Fast. ⁠⁠A full transcription of the episode is available on our website.⁠⁠ Check out more from the Superfriends below: Johnny Peterson - ⁠⁠⁠Johnny Podcasts⁠⁠⁠   ⁠⁠⁠ https://www.johnnypodcasts.com⁠⁠⁠ Catherine O’Brien - ⁠⁠⁠ Branch Out Programs ⁠⁠⁠   ⁠⁠⁠ https://www.branchoutprograms.com/⁠⁠⁠   Jon Gay: Jag in Detroit  ⁠⁠⁠ https://www.jagindetroit.com⁠⁠⁠ David Yas: Pod 617 - ⁠⁠⁠ The Boston Podcast Network⁠⁠⁠   ⁠⁠⁠ https://www.pod617.com/⁠⁠⁠ Matt Cundill - ⁠⁠⁠The Sound Off Media Company⁠⁠⁠   ⁠⁠⁠ https://soundoff.network⁠⁠⁠   We talked a lot about video - so it only makes sense that we put the video here. One of the things I did want explained was HLS. I have no idea what that is. But Justin Jackson, owner of Transistor.FM wrote a great piece about its importance. You can read it here. It provides a really good explaination about the future of video in podcasts and debunks the myth that I perpetuated that video can be cumbersome to download and stream.

When it was announced at Podcast Movement last year that Paul Riismandel would become the new President of Signal Hill Insights , it marked the beginning of a well-earned transition for Jeff Vidler—stepping back from the day-to-day grind and moving towards retirement. But if you’ve ever met Jeff, you know that word retirement  doesn't quite mean retiring. Musicians never stop being musicians. Writers never stop writing. And researchers? Their minds never stop asking why . Jeff Vidler may be easing away from leading a research company, but his curiosity remains fully engaged—especially when it comes to audio. Jeff has been a familiar voice on this podcast before, helping us unpack the numbers and trends behind podcasting, radio, and listener behaviour. But we’ve never gone back to the beginning—until now. In this episode, we trace Jeff’s journey through the ever-evolving world of audio. Starting in the 1980s, he worked at legendary radio stations like CKDA and Calgary’s CJAY 92. He transitioned to Joint Communications, where his programming instincts helped define music formats across Canada. At CJFM in Montreal, he led a successful ratings turnaround and rebranded the station as Mix96. Eventually, Jeff co-founded Audience Insights, and later, Signal Hill Insights—two firms that have shaped the way we understand audio audiences today. And yes, we looked to the future too. We talked about the growing role YouTube is playing in podcast discovery, and the ongoing challenges Canadian podcasters face in securing ad revenue in a smaller market. We didn’t solve every problem—but we solved a few. Jeff’s story is one of curiosity. It’s a reminder that even when you step back, you never really step away—not when your passion is asking the next big question. Please sign up for the SOUNDING OFF Newsletter.  Full of all the verbal diarrhea you never knew what you were missing in your life. I have also connected a domain to the newsletter for no reason other than I feel the need to be cool.

Three podcast people got together and talked about branded podcasts, the podcast industry in Canada, and what goes into making a great audio story. That may not sound like an exciting discussion until I tell you that it is Jen Moss and Roger Nairn, the innovative minds behind Jar Audio, (which re-branded to JAR Podcast Solutions) who share some great audio hacks of creating compelling branded podcasts with stories that connect with audiences. Gone are the days companies purchase airtime on a local AM radio station and produce cringe-worthy advertorials. JAR Podcast Solutions has embraced branded content by putting audience experience at the forefront of their strategy. Their approach is refreshingly simple: understand the brand's core values, identify the target audience's interests, and craft a story that resonates beyond mere product promotion. As I love to do, I asked both Roger and Jen to share some thoughts from their journey, including a groundbreaking experiment testing AI-generated podcasts against human-created content. Spoiler alert : Authenticity always wins. Their research revealed that listeners crave genuine human connection – something no algorithm can fully replicate. JAR Podcast Solutions are also advocating for Canadian podcast content, asking the current Liberal government to recognize the medium's potential and provide necessary funding for innovative storytelling. You can see and sign the letter here. For radio professionals looking to transition into podcasting, Moss and Nairn offer crucial advice: forget traditional radio formats. Podcasting demands a more nuanced, audience-first approach that prioritizes storytelling over rigid structures. Whether you're a brand considering a podcast, a content creator, or simply a podcast enthusiast, this episode is a masterclass in modern audio storytelling. Want to learn more? Check out Jar Podcast Solutions and don't miss the full episode wherever you get your podcasts.

Norma Jean Belenky is the host of the Podbiz , and we didn't get a chance to finish our conversation we started at the Podcast Show in London - so we did so on a podcast. We also didn't have time to talk about everything in London, given her experience living in seven countries. Ideally all of her pod-merch should have "Where's the Money?" emblazoned on every t-shirt and mug. It is the question everyone asks. We explored her life before PodBiz, from teaching English in South Korea to creating music and working at Podbean, which ultimately led her to launch her own podcast focused on how creators can make money in this evolving medium. We did our best to look beyond simple download numbers, discussing the importance of niche audiences and creating genuine value for listeners. Norma Jean and her co-host John Kiernan are committed to showing us that there are other podcast revenue strategies, including sponsorships, subscriptions, and strategic content creation. We discussed emerging trends like video podcasting and community building, offering listeners a comprehensive look at the exciting potential of the podcasting industry. One of the examples of a podcast that is finding ways to make money is that of Danielle Bezalel . Her show is called Sex Ed With DB and it garners anywhere between 1200 to 1500 downloads per month and has revenue over $140,000. So often in podcasting, it is not about having a mass audience, but having the right audience. And in this case it is sexual health. Follow Norma Jean on LinkedIn - it's where she does a lot of the heavy lifting.

Paul Ferguson, VP of Programming and Operations at Starboard Communications in Belleville, Ontario discusses radio in a very unique market. Belleville is free from corporate ownership. Paul and I talk about how they keep radio relevant by focusing on local content, like the “Good News in Quinte” newsletter and a robust news website that keeps listeners informed and engaged. We discuss the challenges of adapting to new radio regulations, misguided internet laws like Bill C-11, the antidote which is Inquinte.ca and why it’s crucial to own our digital platforms to stay connected with our audience. Paul shares the administrative hurdles of Canadian content rules and how technology could make things easier. We also explore the evolution of radio, balancing live and voice-tracked shows, and the podcast journey with “Babes of Quinte.” This episode is about the importance of localism, innovation, and community-driven content in today's challenging radio space.

Gordon Firemark is the Podcast Lawyer. I first had a chance to meet him at Podcast Movement in the late 10's. In 2022 I might have had a few cocktails when I asked him about how to manoeuvre cross-broder conflicts between podcasters. In this episode I ask the rest of the questions I had. We discuss the importance of clear agreements between co-hosts and why you need a guest release forms. We then tackle the complexities of using music in podcasts due to copyright laws. Gordon explains the differences between copyright, trademark, and patent law, and how to protect podcast brand names and segments through trademark registration. But wait! There's more! There's sponsorship agreements, the importance of proper disclosure, and the challenges posed by international regulations, particularly for Canadian podcasters. Gordon also shares a few real-life anecdotes that illustrate the potential pitfalls of not having written agreements or proper permissions, such as costly legal disputes and misunderstandings with sponsors. (This one is jaw dropping) Practical advice : Get everything in writing, understand your rights, and always prioritize clear communication to avoid legal entanglements in podcasting. Guest Release Form Who doesn't want something amazing for free? Gordon offers a guest release form you can use to protect you and your podcast guest from legal nonsense. As per usual - we have a video version of the show. If you can't get to the end of the show, consider downloading the audio and taking it with you.

Rachel Gilbert and I connected over microphones to discuss her perpetual reinvention in the world of audio. We reminisced about her early days at Fanshawe College, her leap into radio, and the magic that made the Dave and Rachel Show such a staple for so many years. Hearing Rachel describe the camaraderie, the hustle, and even the heartbreak of industry layoffs is a tale told all too often. Her honesty about the challenges—like the decline of radio schools and the uncertainty of media jobs—was a little sobering. I love Rachel’s ability to pivot. She hasn't just survived the changes; she thrived, building a successful voiceover business and launching a podcast with her former co-hosts. Their show, “Due to Underwhelming Demans,” is proof that authentic connection and storytelling still matter, no matter the platform. It is also ahead of its time when it comes to geo-local content. Rachel’s insights on AI in voiceover work is something every aspiring voice actor should listen to, and her commitment to ethical practices is something I agree with. Above all, this conversation reminded me that, at its core, our podcast and voiceover industries are about connection. Equal-opportunity offenders who don’t take anything seriously, especially themselves. Dave, Rachel & Forman are the 3 best friends that anyone could have! After the show stopped on Bell Media - it lived on as a podcast. You can also watch the show on YouTube. You can get a voiceover from Rachel here - But first - check out the studio. As a full-time, professional voice artist, Rachel's warm and conversational tone has been used in hundreds of voice projects around the world. ​ From national commercials across Canada and the USA to corporate videos and eLearning, many top brands have trusted Rachel to deliver their message. As per usual - you can watch the video here.

This week I reconnect with Alix Michaels, tracing her journey from Winnipeg’s radio scene in the early 90s to her adventures across the US and back home again. We reminisce about the Winnipeg Radio Reunion, the unique energy of the city’s broadcast community, and the memorable personalities who shaped our careers. Alix shares candid stories about breaking into radio, working overnight shifts in the early 90's at 92 CITI-FM, and the unpredictable calls that came with the job—including a surreal encounter with Dave Mustaine from Megadeth. We discuss her leap into American radio markets, the challenges of TV hosting, and the evolving landscape of voiceover work, especially with the rise of AI. Our conversation also explores Winnipeg’s quirks, from its ever-changing radio dial to its vibrant, sometimes strange local culture. If you like the sound of her voice so far, you can hire Alix for your next VO project (or just check out her portfolio) at shevoiceproductions.com .

This week’s episode marks nine years of the Sound Off Podcast , and it’s a moment to reflect on how far we’ve come—and where we’re going. From upgrading our sound and socials, bringing on sponsors, to adding video in a world that now scrolls for connection, our show has evolved alongside the media landscape. In this episode, I dig into what’s broken in radio: a system that stretches talent like Stretch Armstrong—asking for more with less—and a stubborn over-reliance on music in an era where listeners can get any song, any time. What keeps people tuning in? Spoiler: it’s not the music—it’s the personalities. So why aren’t we hearing more from them? We also talk about recent radio layoffs, a nostalgic Winnipeg radio reunion, and why spoken word content is more valuable than ever. Plus, I share the details on my new Studiobricks booth. Yes Matt Cundill voiceovers is still a thing; even though I don't talk about it a lot on the show. The listener survey can be found here. Complete it and I'll share with you, my Top 10 Podcast Hacks for 2025. I made mention of Alan Cross' blog post about the Winnipeg Radio Reunion that took place last week. I attended the event as well and have to say that it's a lot like being in a candy store of memories. However, Winnipeg was just a stop on my radio career that was about being program director. The only person I had a hand in hiring was Randy Renaud but that was at CHOM in 2002, and he worked on air at 92 CITI in the early 80's as Randy Nelson. It was a good opportunity to see people I had shared some time with over my radio career. It was also another chance to say thanks to those people who made my life easier by coming to work and doing a good job everyday. That includes people who competed against our station. Collectively, the better the medium of radio performs, the more ears there are on the dial. That's something I tried to get corporate radio people to understand in 2013. You can imagine how that went over. The Original Stretch Armstrong seen here along with a modern day radio program director. One thing that happened on my way out the door - one longtime personality came up to me and asked about the prospects of getting job with me. I think he thought I was still a local program director because I had to tell him I haven't worked in radio in over a decade and run a podcast network. Then he asked how to get back in the business and I said, "What business?" To my point above - there really is not a viable business for personalities who specialize in radio to be on the radio. You need to be Stretch Armstrong. If you are looking for another broadcast position, I would like to recommend a few episodes at the bottom the page. Also this advice from Christian Hall on what makes a great demo can be very helpful.