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This week, I’m celebrating the 500th episode of the Sound Off Podcast by turning the spotlight on why so many shows underperform—and what you can do about it. Truths & Myths in Podcasting After nearly 10 years and 500 episodes, I’ve seen the same mistakes again and again, so I break down 10 big ones: blaming a vague “discovery problem” instead of doing the work of promotion, skipping a proper trailer, tolerating shit audio and lazy editing, and relying on weak interview structures that don’t respect the listener’s time. I also get into overlooked essentials like artwork that actually stands out, using metadata wisely, putting your show everywhere listeners expect podcasts, and not obsessing over video at the expense of audio. Finally, I tackle the myth that you need 10,000 downloads to monetize—reminding you that you don’t monetize a podcast, you monetize an audience. Thank You No one gets to 500 Episodes with out a little help from their friends. If I left you out, I apologize. I might have had a cocktail when writing this. The people who work on this every week including producer Evan Surminski (Who has been on board since episdoe 4), Aidan Glassey, Mary Trazie Paulo, editor Taylor MacLean, and Santiago Bedoya. The people who have worked on it in the past including Courtney Krebsbach, Lauren Siddall, Kendra Magnus, and Chloe Emond-Lane. Also Shawn Smith and Connie Thiessan from Broadcast Dialogue for their unwavering support. Jeff Vidler, the late Todd Cochrane, Rob Greenlee and the late Greg Simpson for including me in their events. Sarah Burke, at the Women In Media Network The organizations who have supported the podcast over the years including Rocco from Promosuite, Anya and Sue at NLogic, Ileana and Ron from Megatrax, and Christian at Podder. I made mention of Fred Jacobs from Jacobs Media Strategies and his released their TechSurvey for 2026 and I took a picture of the slide I liked the most. Do not waste an opportunity to make your Metadata matter. Your listeners care. Here is the Full Techsurvey event. And yes - some people like video - but all this is - is a audiogram with a bouncy line. This is a listening experience.

Kattie Laur is one of the most insightful voices in the Canadian podcasting landscape today. As a producer, audience growth specialist, and creator of the Pod the North newsletter, she sits at the intersection of content creation and strategy. Her work spans both the creative and analytical sides of podcasting—helping shows not only sound great, but actually reach and grow their audiences. Known for her candid takes and deep industry knowledge, Kattie brings a unique perspective on what’s working—and what’s not—in Canadian podcasting. In this episode, she joins us to unpack the real challenges facing the industry and explore practical solutions. This conversation explores the role of organizations like the CBC, the hesitation of brands to sponsor podcasts, and the importance of balancing production with audience growth strategies. Kattie also highlights that success shouldn’t be measured by downloads alone, but by listener engagement and consumption. We dive into discoverability, noting that it’s often less about platform limitations and more about strong podcast packaging and promotion. The rise of video podcasting is also discussed, including its higher costs and impact on creators. This episode doesn’t just diagnose the challenges—it offers a roadmap. Canadian podcasting isn’t lacking talent or ideas. What it lacks is: Funding Infrastructure Strategic alignment between creators, platforms, and brands Kattie makes it clear: The potential is there—but unlocking it requires intention, investment, and collaboration. _____________________________________________________________________________ Kattie has a very good newsletter worth paying for called Pod The North. And here is our video of the episode:

TrueFans.fm  founder Sam Sethi is forward thinking about podcasting. Sam explains how True Fans grew out of the podcasting 2.0 movement into a full creator marketplace where podcasters can host audio and video, build real fan communities, and earn through value-for-value models, including micro payments, subscriptions, and one-off episode payments. Sam Sethi walks me through how True Fans removes friction for listeners with a built-in virtual wallet, gamified SATs, and simple top-ups using Stripe, Apple Pay, and Google Pay, while handling all the complex bits in the background. On the hosting side, we dig into why downloads are a broken metric and how True Fans uses streaming and six-second packets to deliver rich consumption analytics. Sam also previews what’s coming next: live streaming, co-listening, chat, creator portals, custom domains, and AI/voice interfaces that aim to give creators more control than Apple, Spotify, or YouTube. Whether you are a creator or a podcast listener, please get involved with TrueFans.fm You can hear Sam on the Podnews Weekly Review with James Cridland. Speaking of James - it's time to fill out the Podnews Report Card - James is really good about sharing the results with some of podcasting's Big Dogs. And video is a thing when it comes Truefans.fm and video - so here is our video of the epiosde. We will do our best to get it into TrueFans.fm so we can check out our numbers.

I reconnect with multi-hyphenate broadcaster, singer, actor, and live selling expert Dawn Chubai. We start in Edmonton, where she talks about growing up, singing in backyard concerts, finding her way into PR straight out of high school, and then accidentally falling into broadcasting through her music. Dawn shares stories from her days at A-Channel/Citytv, including doing weather and traffic, musical performances, and the energy of those street-facing Jasper Avenue studios—plus a surprise visit from Paul Stanley of KISS. We follow her move to Vancouver, where she became a main host on Breakfast Television, and later to Toronto for a hugely successful run on The Shopping Channel, helping sell hundreds of millions in product. Dawn explains how that experience led to her current venture, Live Selling School, where she now teaches founders and brands how to sell confidently and authentically on live video. Here is one of Dawn's earliest TV Appearances on A-Channel in Edmonton in the later 90's. The broadcast people around her knew that they could teach her everything except how to be a personality. Towards the end of the show, Dawn shares some of the vinyl selections near her turntable. Here are the records she shared: Richie Kotzen - Nomad Keith Richards - Talk is Cheap The 1975 - Being Funny In A Foreign Language Connect with her to Bring Your Brand To Live! Here is the video recording of our conversation - the audio experience is infinitely better.

I reconnect with Doug Downs, whose career has criss-crossed radio, television, corporate communications, and now podcasting in a way that feels almost tailor‑made for the medium. In the 90's we worked in Edmonton and grew very familar with one another's work in traditional media. Today I learn about his trek into the world of podcasting. Doug takes me back to the time before we knew one antoher - to being a three‑year‑old kid in Scarborough, Ontario, running up and down an apartment hallway with a tape recorder, discovering the magic of hearing his own voice and the “theatre of the mind.” From there, we follow him through overnight shifts at a country station in Ajax, legendary radio pranks, and a tour of Ontario broadcasting stops that eventually leads to a high‑profile TV role in Edmonton at ITV. I don't know what it is, but PR people come with all the tools and instincts to connect podcasts to audiences. This is what makes Doug’s story especially relevant today is his pivot out of broadcasting into corporate storytelling and communications and PR. He explains how learning to think in terms of stakeholders, key messages, and outcomes reshaped the way he approaches content. That experience ultimately fed directly into his own show, Stories and Strategies, a podcast aimed squarely at PR professionals. Storytelling and Strategy Tips for Brands: Why ums and ahs can actually help audience comprehension. The importance of a clear premise and niche instead of chasing Joe Rogan‑level mass appeal. How to think about video and YouTube as discovery tools rather than the main event. Practical ways to use consumption metrics from Apple, Spotify, and YouTube to improve your show. Why taking a break from publishing over the holidays might be the worst move you can make. If you care about podcasting, PR, or just smart communication, this episode is packed with ideas you can act on immediately.

After nearly 10 years, Todd Hancock is back. As only a select few may remember, Todd's last Sound Off appearance was on our second-ever episode. At the time, he had just been let go by CFOX in Vancouver and was in the process of launching The Toddcast , his own podcast endeavor. With a great website and some excellent audio, there's no doubt he had about as strong of a start as one can possibly have... And now, a decade later, we're both still here. Build-A-Brand If you've ever wanted to make a living from your podcast, this is the episode for you. Todd goes into every detail that allowed him to build the 10-year legacy he has today: Starting strong with a ready-made website and music focused content The slow build to monetization through long-term local sponsors and a few big clients His strategies for maintaining professional relationships His constantly evolving social and video strategy The digital tools he uses to simplify the nightmarish challenge of keeping your content on schedule Even with 10-15 years of prior radio experience, he calls The Toddcast the highlight of his career. People with a passion and drive like Todd's are what makes this industry go 'round, and if you've got that same passion, Todd is the perfect guy to show you where to direct it. Into the Toddverse If you want to keep up with Todd, you should definitely check out that stellar website of his, which he regularly updates with fresh blog posts covering news from both music and the wider media sphere. Oh, and would you look at that- it also features every episode of The Toddcast right there on the homepage. If you're hoping to follow in Todd's footsteps, give it a read and a listen (especially if you're into music) to see firsthand how he puts all his wisdom from this episode into practice. It'll leave you feeling inspired - or at least give you a damn good show to listen to.

Let's go to Lagos! Tony Doe is one of the most thoughtful voices in Nigeria, and he's here to provide some excellent insights into the past, present and future of podcasting. As a former Nigerian radio broadcaster turned podcaster, Tony reflects on the lost intimacy of radio as studios chase visual appeal and social media reactions, and explains why he rejects the idea that video is the “next phase” of podcasting. He warns creators about building shows inside walled gardens like Spotify and YouTube, sharing personal and second-hand stories of lost control and opaque platform decisions. Podcast Preservation and Proliferation We speak quite a bit about one of Tony's most important personal projects, the  Nigerian Podcast Index . Built by Tony and other Nigerian industry veterans, it's an independent public directory designed to document, preserve, and make discoverable every independent podcast created in Nigeria or by Nigerians. It's a fantastic tool created to fill a critical gap in data, discovery, and monetization for African podcasters, while navigating tough challenges like language barriers, infrastructure limits, and payment restrictions. Just a quick scroll through their homepage should show you what an incredible undertaking this project really is. More Tony For Your Feed - Into The Podverse If you want to hear more from Tony (and why wouldn't you?) he's got two shows of his own that are both well worth your time. Football fans may want to dig into his long-running Arsenal fan podcast, Up Gunners! , for some insight into why folks continue to support a team that struggles as much as Arsenal historically has. I'm sure Leafs fans can relate. On the flipside, Sound Off fans and pod-heads might particularly enjoy Into the Podverse , Tony's show about the innovation, challenges, and opportunities shaping African and global podcasting. If it piques your interest, make sure you also subscribe to the newsletter on Substack.

Back in 2006, the first time I met Andrea, she was just finishing up her tenure working promotions for Power 97 in Winnipeg. Little did I know just how far she'd go. Over the following 14 years, Andrea made herself into a prominent radio figure in Winnipeg, Montreal and Toronto. She spent time on air at major stations like Curve 94.3 in Winnipeg, Virgin Radio, CTV, and iHeartRadio, all the way up until 2018 when she was laid off (as is the case for many radio employees). But of course, though her time in radio ended, that didn't mean her career was over too. She quickly pivoted to voiceover, and has been putting her radio-honed voice to work as a sought-after VO talent ever since. How To Be a VO In Today's World Naturally, we discuss how Andrea made the transition from radio to VO, but the real meat and potatoes of our conversation comes in the form of her advice for other up-and-coming voice talent. In particular, other VOs in the audience may want to pay special attention to out how she's handling AI and her business. Much to the chagrin of voice talent everywhere, AI voiceovers are seemingly here to stay, and most of us aren't totally sure how to navigate this new landscape where robo-voices are scooping up a chunk of the work. Andrea, on the other hand, is thinking of the things that a lot of people have not considered, for both radio and voiceover. No spoilers, but in short: Protect Your Voice. We also discussed her involvement with CAVA , The Canadian Association of Voice Actors, and her recent move to Ottawa. For those who don't know, CAVA is a non-profit, national organization formed by industry professionals who - given that we have different laws and needs in Canada - saw the need for a Canadian version of the U.S.-based National Association of Voice Actors (NAVA). If you are a voice actor in Canada, joining does not the cost a lot, and the perks will literally pay for the membership. Steal Andrea's Setup Andrea goes over her recording setup in the episode, but for any VOs who think she sounds great (she does) and want to copy her on the tech side, here's what she uses for such crisp audio: Neumann TLM 103 Microphone Motu M4 Audio Interface Macbook Adobe Audition for editing and production Some of these items may be a little on the pricey side, and things like the Macbook certainly aren't necessary for success, but if you've got the budget, this episode is proof they're worth it.

If you’ve ever wondered what actually  goes into making a podcast sound polished and professional, this episode delivers a candid look at both the craft and the business of editing. Bryan Entzminger’s path into podcasting began in 2014—but not before two years of hesitation. Like many creators, he wrestled with perfectionism before finally hitting publish. Inspired by John Lee Dumas and the tight, repeatable format of Entrepreneurs on Fire, Bryan leaned on his music background to enter podcast production. What he quickly discovered, however, was that great audio requires far more than technical skill. Guest preparation, research depth, and structural clarity all play critical roles. That early learning curve ultimately shaped him into the meticulous editor he is today. The State of Podcasting: Growth, Contraction, and Sustainability We explored the natural lifecycle of podcasts. Many long-running shows, particularly those launched during the pandemic boom, have quietly wound down after five or six years. What initially felt like explosive industry growth has settled into something more sustainable. Bryan speaks openly about the business realities behind editing. Relying too heavily on a handful of major clients can create instability. Rather than rebuilding a roster that leaves him overexposed, he describes being in a thoughtful “holding pattern”—evaluating what the next phase should look like. For independent editors and production companies alike, it’s a reminder that creative careers are also operational businesses. Tools You Can Use for Editing On the technical front, Bryan outlines his evolution as an editor: GarageBand — the accessible starting point TwistedWave — streamlined waveform precision Hindenburg — his current daily driver for voice-first storytelling We got into it over traditional waveform editing with transcript-based tools like Descript. While transcript editing can accelerate workflows, automated filler-word removal often damages pacing, removes natural breaths, and strips away emotional nuance. Fixing those automated cuts can take hours—sometimes more time than editing manually from the start. For Bryan, editing is not just cleanup; it’s performance shaping. The Tough Stuff: Audio Quality, Plugins, and Loudness Standards Bryan also shares practical technical insights, including his preferred repair and enhancement tools: DX Revive Supertone Clear iZotope RX When it comes to loudness, he targets –16 LUFS —a pragmatic middle ground that aligns reasonably well with major platforms while preserving dynamics. It’s a small detail that reflects a larger philosophy: standards matter, but so does listening. He also touches on MP3 encoding specs and why consistent technical delivery builds listener trust. Editing Experimentation and the Future Beyond editing, Bryan continues to experiment with editing. The episode explores live audio, video distribution via RSS, and emerging listener-supported platforms such as Fountain and TrueFans. His lab-style show, Bad Podcast Pitches, functions as a public sandbox—testing new tools, workflows, and ideas in real time. It’s a fitting extension of his career: curiosity over certainty. Bryan is also a member of Steve Stewart's Podcast Editor Academy. We had Steve on the Podcast Superfriends last month. You can listen to that episode here or watch it below.

I reconnect with Buzz Knight to explore the evolution of Buzz’s podcasting journey and his growing audio network. Buzz traces the roots of his “Takin a Walk” podcast from its original in-person, outdoor concept—where he literally walked and talked with guests—through the practical challenges of weather and audio quality, to its current virtual format with a strong focus on music-centered storytelling. Leveraging his radio experience both on air and in programming, Buzz explains how classic broadcast skills—crafting narrative, building anticipation, and smart promotion—translate directly into podcasting. He describes his partnership with iHeart, crediting executive Julie Talbot for championing the show and helping amplify it across the company’s powerful marketing and sales infrastructure. Buzz also details the expansion of his network under Buzz Knight Media Productions, including “ Music Saved Me” with Lynn Hoffman and i ts spin-off “Comedy Saved Me.”  He talks about “Taking a Walk Nashville” with Sarah Harrelson as an embedded local host, citing Nashville’s unique creative energy and her drive, coachability, and self-starter mentality. Throughout, Buzz emphasizes the joy of music discovery—spotlighting independent artists and unexpected career pivots—and reflects on the significant but rewarding workload of running multiple shows. Looking ahead, he teases a new concept at the intersection of music and true crime, while stressing the need to grow thoughtfully rather than endlessly add more podcasts. If you love media, music, and broadcast, there are lots of episodes of Takin' A Walk to choose from. There may also be one of me! Here's is the episode that I listened to today.