In what it says is part of its “investment in the future of audio content,” Rogers Media announced on Wednesday it has bought Vancouver-based podcast, Pacific Content.
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“Podcasting is a big part of the future of audio,” said Senior Vice President of Rogers Radio, Julie Adam. “The team at Pacific Content is a group of passionate and experienced thought leaders and content creators who are at the forefront of this transformational shift in the media landscape.”
Launched in 2015, Pacific Content was the first branded content podcast business in the world and today is one of the largest in North America, according to Rogers.
Based in Vancouver with content creators across the country, Pacific Content works with prominent companies and advertisers to connect their brands to target audiences.
“We have found an incredibly smart, bold, and collaborative partner in Rogers Media,” said Steve Pratt, Vice President, Pacific Content. “Both Rogers Media and Pacific Content share a strong passion in driving forward the future of both audio and branded content, and we can’t wait to start working together to take advantage of our combined strengths, experience, and creativity.”
Alan Dark, Vice President of Rogers Media Sales said that with the “rapid evolution” of digital audio – particularly when it comes to podcasts – “there is an untapped opportunity for our marketers to engage directly with their potential consumers through the art of storytelling.”
This, he continued, adds “value to their specific market or industry, while creating brand relevance.”
Rogers did not disclose how much it paid for the podcast.