The Sound Off Podcast Network has launched three new podcasts, including two from former broadcasters.
The Shurman Report, helmed by talk radio veteran Peter Shurman, is airing live, Monday to Friday, at 5 p.m. ET simultaneously on Facebook, X, LinkedIn, and YouTube. The former 640 (CFIQ-AM) and Newstalk 1010 (CFRB-AM) Toronto host, who also served as the MPP for Thornhill, ON from 2007-13, focuses on politics, technology, and world events, in conversation with commentators like Stephen Ledrew, Kevin Gaudet, and Andy Stinton.
The Master Communicator also joins the Sound Off roster, hosted by David Tyler, who is best known as the voice of CTV News across the country. The podcast is a weekly masterclass in leadership communication featuring bite-size classes for busy C-suite executives, managers, and aspiring leaders who want to elevate their communication skills and lead confidently. Each episode offers practical techniques and strategies to navigate challenging conversations, deliver impactful messages, and handle conflict with tact and empathy.
The Mental Approach, hosted by Toronto-based business development executive Todd Arkell, explores the power of mindfulness and mental performance in youth sports. Guests like former Toronto Blue Jays outfielder Travis Snider and Baltimore Orioles mental skills coach Diamyn Hall, offer techniques and strategies for athletes so they can develop a winning mindset and build confidence, alongside physical training in sports.
Building community
Matt Cundill, who heads the Sound Off Media Company, says all three of the new network offerings are about building social relationships.
“The best thing podcasting can do is rebuild a community and all three of those podcasts are about building a community…whether it’s around your services, or what you do,” Cundill told Broadcast Dialogue.
Cundill says the podcast network’s most successful offering, Writing Class Radio, is evidence of that. Originating from Florida, it features personal stories and teaches listeners how to write their own, many prompted by its weekly online writers groups.
“You come for a writing class and then there are so many bonus things to access in the community, including live events…an entire business is being run through it,” explained Cundill, who is one of four people working behind-the-scenes on the show. “A lot of people think a podcast is just being on YouTube and they don’t really know the power of an RSS feed and being on Apple, on Spotify and Amazon Music.”
Cundill said right now it’s easier than ever to start a podcast, but harder than ever to make it discoverable and successful.
“It’s never been harder to be discovered because a lot niche formats have been occupied, so we’re not quite at peak podcasting, but the things that podcasting has going for it are that there are more listeners than ever before and that number is growing,” said Cundill. “Fewer episodes are also being created, so the competitive landscape is better than ever.”
He points to Podcast Index, an alternative podcast directory to Apple, started by “podfather” and former MTV VJ Adam Curry in 2020. According to the latest data, of 4.251 million podcasts globally, just 308,650 of those released a new episode within the last 30 days.
“That’s a crazy low number,” said Cundill. “There’s no better time to do a podcast than now. You just have to be prepared to market the hell out of it.”
The former broadcaster turned podcaster said that begins with a website and a three-year plan.
“It takes three years to build an audience, and I think a lot of people are horrified when they hear that, but it goes the same for any radio station, morning show, any brand. And podcasting is no different, and the show you want to launch is no different.”
Cundill said most podcasts need multi-tiered podcast monetization strategies, spanning programmatic ads, an ad-free Patreon level, and bonus subscription levels. He also says being able market outside of Canada is key to growth.
“You need a podcast that’s exportable, and by that, it can draw an American or International audience,” said Cundill.
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