Rogers Radio has partnered with “Humble” Howard Glassman and Fred Patterson to make the duo’s daily podcast available on 19 Rogers Radio websites.
As of today, the HumbleAndFredRadio.com podcast is accessible via websites such as Sportsnet590.ca, Jackfm.com and 680News.com. The daily show is also available on smartphones through the Rogers Radio app.
Glassman and Patterson are best known for their long-running morning show on Toronto radio station 102.1 The Edge, where they debuted in 1989. The pair have worked separately for the past several years, but re-teamed last year to create daily podcasts that were made available on iTunes and on their independently-owned website HumbleAndFredRadio.com.
“They own the brand and the podcast and their website, and we’re giving our listeners a chance to get this content through our sites and our radio apps,” said Julie Adam, vice-president, programming for Rogers Radio. “At the same time, we’re giving Humble and Fred a wider audience to talk to.”
Adam said Rogers Radio was still investigating how advertisers could benefit from the adult, male-skewing audience the podcast is likely to attract.
“Obviously our goal is always to be able to marry audiences and advertisers, so we’re going to look at things like that, but we don’t have a set plan as of today,” she said. “Right now it’s mostly about having them part of the Rogers family and exposing the content to our audience.”
Glassman and Patterson will continue to manage advertising for the HumbleAndFredRadio.com site, where sponsors currently include Slaight Music, Core Fusion and Itex.