The Walrus Acquires Lead Podcasting | Major Shakeup in Canada’s Media & Podcast Industry
The Walrus, one of Canada’s most respected independent publishers, has officially acquired Lead Podcasting, a Toronto-based podcast production company recognized for its high-quality branded and narrative audio content.
The acquisition marks a defining moment for both organizations — one rooted in years of successful collaboration and shared journalistic values. The partnership now evolves into a full merger, creating a powerhouse capable of shaping the next generation of Canadian audio journalism.
A Five-Year Partnership Becomes a Strategic Acquisition
For the past several years, The Walrus and Lead Podcasting have worked closely on multiple projects, producing acclaimed podcasts for government organizations, nonprofits, foundations, and commercial partners. This shared history laid the foundation for the acquisition and validated the natural synergy between the two companies.
Why This Merger Matters
The acquisition demonstrates:
A growing investment in digital audio across Canadian media
The expansion of podcasting as a core storytelling tool
A strategic move by The Walrus to further diversify revenue and content offerings
A major opportunity for Lead Podcasting to scale its impact
The deal will see Lead Podcasting’s full management and production team integrated into The Walrus Lab, the publisher’s in-house content studio.
The Rise of Lead Podcasting: A Five-Year Success Story
Founded in Toronto, Lead Podcasting quickly positioned itself as a creative force within the Canadian podcasting industry. The company is known for:
Producing high-quality narrative audio
Creating branded podcasts for various organizations
Helping institutions tell meaningful stories through researched, journalistic audio formats
With only five years in the industry, Lead Podcasting earned recognition for maintaining editorial integrity while working with diverse clients — a philosophy that aligns closely with The Walrus’ commitment to independent journalism.
Notable work from Lead Podcasting includes:
“Sorry for Your Loss” created with Mount Pleasant Group
“Canadian Time Machine” in partnership with the Government of Canada
“From Research to Impact” for the Pierre Elliott Trudeau Foundation
These projects demonstrated Lead Podcasting’s ability to handle sensitive topics, government communications, and storytelling that elevates civic dialogue — values deeply embedded in The Walrus’ mission.
The Walrus: A Publisher Shaping the Future of Audio Journalism
For years, The Walrus has produced podcasts as extensions of its long-form journalism. The brand sees audio as a powerful medium to complement its award-winning stories.
The Walrus’ existing podcasts include:
“What Happened Next” — a documentary-style show exploring untold stories
“The Conversation Piece” — featuring prominent thinkers and contributors
Branded series for organizations committed to public dialogue and civic engagement
This acquisition signals the publisher’s commitment to expanding its audio portfolio and strengthening its position in the international podcasting market.
Lead Podcasting’s founder, Amanda Cupido, expressed strong enthusiasm about the next chapter:
“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. I’m looking forward to continuing to grow and innovate alongside the brilliant team at The Walrus.”
Her statement reflects both confidence in The Walrus as a cultural institution and optimism about the future collaborations the merger will enable.
Jennifer Hollett, Executive Director of The Walrus
Jennifer Hollett also highlighted the strategic resonance between the two companies:
“We’re thrilled to have Lead Podcasting join The Walrus as part of our suite of podcasts and innovative revenue model. 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.”
Hollett’s comment underscores the acquisition as a growth strategy — not only for content expansion but also for strengthening a multi-platform revenue system that supports The Walrus’ independent journalism.
Inside The Walrus Lab: A Growing Content Studio
The Walrus Lab represents the publisher’s growing investment in multimedia innovation. The Lab produces:
Branded content
Podcasts
Event series
Cross-platform storytelling packages
The integration of Lead Podcasting into this creative ecosystem will allow for:
1. Bigger capacity for client-driven projects
Organizations seeking meaningful audio storytelling will now have access to a larger, unified team.
2. Enhanced in-house production resources
From sound design to project management, the combined expertise deepens The Walrus’ creative capabilities.
3. Expansion of The Walrus’ branded content model
The Lab plays an important role in sustainable journalism by supporting revenue streams outside traditional advertising.
4. More ambitious podcast series
With additional staff and experience, The Walrus can produce multi-episode documentary series, investigations, and partnerships at a larger scale.
How This Acquisition Reflects Broader Trends in Podcasting
The podcast industry has witnessed significant growth over the last decade — both globally and within Canada. As listeners turn away from traditional media formats and toward on-demand, smartphone-friendly content, publishers like The Walrus are rethinking how stories can best be delivered.
Key podcasting trends influencing the acquisition:
Increasing listener numbers across all demographics
Rising demand for narrative and investigative podcasts
Growth of branded podcasts as businesses seek authentic engagement
Shift toward subscription-based content
Higher investment in high-quality production
The Walrus and Lead Podcasting’s merger positions both organizations to capitalize on these developments.
Why Branded Podcasts Are Becoming a Major Media Revenue Stream
Beyond entertainment and journalism, podcasts have become essential tools for:
Corporations
Nonprofits
Universities
Government agencies
Foundations
Branded podcasts allow organizations to tell stories aligned with their missions while maintaining journalistic value and emotional authenticity.
Lead Podcasting has built a reputation in this field, and The Walrus has deliberately cultivated a diversified business model to support independent journalism.
By bringing the two teams together, The Walrus can offer premium branded podcast production rooted in rigorous editorial standards, giving it a competitive edge in Canada’s expanding audio market.
What This Means for The Future of Canadian Media
This acquisition is not just about content creation — it represents a shift in how Canadian media institutions adapt to digital disruption.
Implications for the media landscape:
More investment in long-form storytelling
Expansion of cross-platform journalism
Strengthening of independent media models
Greater collaboration between publishers and creative agencies
Elevated standards for branded audio content
As traditional media outlets struggle with declining ad revenues and shifting audience habits, partnerships like these offer a sustainable blueprint for the future.
The Strategic Value of Combining Journalism With Audio Innovation
The Walrus’ long-form narrative approach blends seamlessly with Lead Podcasting’s strength in immersive audio production.
The combined entity will excel at:
Documentary podcasts
Investigative audio journalism
Educational series
Branded storytelling
Public-interest audio features
By incorporating audio into its core offerings, The Walrus strengthens its ability to reach younger and more tech-driven audiences — especially those who prefer podcasts over traditional news formats.
Looking Forward: What Can Listeners Expect?
With the acquisition now in place, listeners can expect:
New podcast launches
More original shows blending The Walrus’ editorial excellence with Lead Podcasting’s production mastery.
Reimagined versions of existing Walrus podcasts
Updated formats, better sound design, and expanded storytelling.
More collaborations with institutions
Including universities, museums, foundations, and civic organizations.
Greater presence in the global podcasting market
With the potential to export Canadian-made audio storytelling worldwide.
A Milestone Acquisition Strengthening Canadian Storytelling
The acquisition of Lead Podcasting by The Walrus is more than a business deal — it is a significant evolution for Canadian journalism, digital media, and creative audio production.
It symbolizes:
A vote of confidence in the growing podcast industry
A commitment to innovation from a legacy media brand
A recognition of the importance of high-quality narrative storytelling
The move promises to reshape the Canadian podcast ecosystem while giving both organizations the tools to scale, experiment, and continue producing meaningful, high-impact content.
Final Thoughts: A New Era for Audio Journalism in Canada
As consumers increasingly rely on podcasts for information, insight, and inspiration, The Walrus is positioning itself as a leader in the next generation of storytelling.
With Lead Podcasting now officially part of its creative infrastructure, The Walrus stands ready to deliver compelling, beautifully crafted audio journalism that reflects Canada’s diverse narratives and global perspective.
This strategic acquisition signals to the industry: Canadian audio storytelling is entering a bold, ambitious new chapter — and The Walrus intends to lead it.
