The Walrus Acquires Lead Podcasting

In a landmark media move, The Walrus has acquired Lead Podcasting, bringing together two powerhouses of Canadian journalism and podcast production.

Led by Jennifer Hollett, The Walrus—a respected long-form journalism publication turned digital media organization—sees podcasting as a critical avenue for storytelling and audience engagement. Amanda Cupido, founder of Lead Podcasting, brings a team of skilled podcast producers with a strong journalistic background.

The acquisition represents more than a business transaction; it's a strategic alignment of values centered on fact-based storytelling and community connection. Both organizations share a commitment to high-quality, trustworthy content and see podcasting as an intimate medium for exploring ideas. The partnership will operate under The Walrus Lab, leveraging Lead Podcasting's production expertise to expand their podcast offerings while maintaining their core mission of sparking meaningful conversations about Canadian stories.

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I did make reference to Jennifer's appearance with Erica Ehm on "Reinvention of the VJ" which ran back in 2021. Here is Jennifer's appearance on that show, documenting her time at Much.

Here is the Press Release from The Walrus:

 Toronto, December 4, 2025: The Walrus has acquired Lead Podcasting to expand its audio storytelling and The Walrus Podcasts. “We’re thrilled to have Lead Podcasting join The Walrus as part of our suite of podcasts and innovative revenue model,” said Jennifer Hollett, executive director of The Walrus. “The Walrus Lab produces custom content with clients, in a range of formats: from print to events to podcasts. Lead shares our journalistic approach to podcasting. We only grow from here.” 

The Walrus is a Canadian leader in fact-based journalism, storytelling, content creation, and event production with enormous convening power. The Walrus Lab is the client services wing of The Walrus that offers the above services and expertise to other organizations, under their brand. 

The Walrus Lab's editorial eye combined with Lead Podcasting’s production excellence creates a competitive edge in a popular medium. The Walrus Lab has worked with Lead Podcasting over the past several years to produce podcasts with partners, including Sorry for Your Loss with Mount Pleasant Group, Canadian Time Machine with the Government of Canada, and From Research to Impact with Pierre Elliott Trudeau Foundation. 

“I could not have picked a better home for Lead Podcasting. As we continue to see increased growth in podcasting globally, this acquisition is an exciting advancement for both the podcasting and legacy media landscape in Canada,” said Amanda Cupido, the founder and CEO of Lead Podcasting.

“Since Lead Podcasting’s inception in 2020, we’ve brought on some of the best talent across the country who have helped define what the podcasting industry looks like today. I’m looking forward to continuing to grow and innovate alongside the brilliant team at The Walrus.” Cupido is an award-winning podcast producer, speaker, author, and entrepreneur. Her books, Let’s Talk Podcasting: The Essential Guide to Doing It Right and Let’s Talk Podcasting for Kids, are Amazon bestsellers and have inspired people around the world to embrace the medium for close to a decade. She will continue to work with The Walrus Lab in a leadership role as their Executive Podcast Advisor. 

The entire Lead Podcasting management and production team will join The Walrus Lab and merge with The Walrus Podcasts. This in-house agency work is part of a diverse, innovative business model that funds the independent journalism of The Walrus. Hollett and Cupido both welcome inquiries from brands interested in learning more about creating a podcast with this new team. 

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