The Podcast Exchange (TPX) has signed a deal to exclusively represent the cabana podcasts portfolio in Canada, including shows like Crime Junkie, Chicken Soup for the Soul with Amy Newmark, and several series from commercial weather forecasting service, Accuweather.
Based in New York City, the ad sales agreement marks parent audio marketing company AdLargeMedia’s first foray into the international market. It gives TPX exclusive Canadian ad sales representation for the more than 165 podcasts in the cabana portfolio.
“Working closely with the team at TPX, we are opening the door to international revenue for cabana podcasts,” said Cathy Csukas, Co-Founder and Co-Chief Executive Officer of AdLarge Media and the cabana podcast network, in a release. “We’re enthusiastic about the opportunities this brings to our podcast partners.”
AdLargeMedia joins TPX’s growing list of partners that includes Acast, Art19, Corus Entertainment, iHeartMedia, Megaphone, Stitcher advertising arm Midroll, PRX, Quebecor, and WNYC.
TPX President and CEO Jean-Marie Heimrath said the latest international signing supports the company’s business strategy to work with global publishers, in partnership with advertisers, to harness the potential of the Canadian podcast audience.
He acknowledged however that with podcasting’s rise in popularity, there’s also more competition in the space.
“The whole idea behind what we started and continue to do is work with publishers anywhere in the world that have audiences in Canada that we can monetize on their behalf,” Heimrath told Broadcast Dialogue. “Since our launch three years ago, there has been competition that’s entered the marketplace…the market is changing at a velocity which is like ‘whoah,’ especially in the U.S. where there have been mergers and acquisitions, Amazon coming on board, Spotify coming in…so we’ve had to ask ourselves ‘where do we fit in this whole landscape?’ especially as it crosses borders.”
Heimrath said “future-proofing” will be key to the continued success of Canadian podcast entities, including TPX.
“A lot of that has to do with the ability to develop content for brands as well as enterprise initiatives,” said Heimrath. “We already have moved into that very low key. It’s very early, but all of those things are going to happen.”
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