Before launching Calumet Media, I spent 20 years in local media—12 of them in radio.
When I started working for Rogers Radio Ottawa, streaming music was still an experiment. Stations were reluctant to spend money delivering their content online when it was already free over the airwaves. But that world changed quickly.
Radios are now joining VCRs and CD players in the “obsolete” pile. They’re being replaced by phones, smart speakers, and streaming apps. That doesn’t mean people have stopped listening to radio. They use different technology to listen to local traffic reports or to find out what’s happening in their local community. But with so many options in the palm of your hand, local radio doesn’t just compete with the station across town—it competes with Spotify, YouTube Music, Apple Podcasts, and an infinite stream of content.
I watched as smart speakers quietly replaced radios in homes. And I was there when we first had to explain to advertisers that listeners were still tuning in—just not through the tower anymore.
Ask Alexa or Google to “play the news,” and what you get is often a stream from an app like TuneIn—with ads inserted dynamically based on your location, interests, and profile. It’s not a live studio read. It’s a targeted audio ad.
And that’s not a bad thing. It’s audio advertising, just modernized. And now small businesses in the Valley have access to it.
What Is Digital Audio Advertising?
If you’ve ever heard a 30-second ad on Spotify, a pre-roll before a podcast, or an ad while streaming your favourite radio station through your phone or smart speaker — that’s digital audio.
It’s still a voice in your ear, but instead of reaching everyone with a radio, it can be targeted to:
- Just people in the Pontiac
- Or just Pembroke residents under 45
- Or just folks interested in gardening, food trucks, or real estate
That means less waste, more precision, and better results.
Radio vs. Digital Audio: Two Sides of the Same Coin
Traditional radio builds its audience by curating a format — you know what you’re getting when you tune in. It’s a trusted, consistent presence, especially in the car or workplace.
Streaming flips that model. Listeners choose what they want, when they want it. They skip, pause, or switch apps. A generation of listeners has grown up never knowing the joy of waiting for their favourite song to come on the radio — because now they can ask for it on demand.
But that doesn’t make digital audio exclusive to non-radio listeners. In fact, most people bounce between both worlds, depending on where they are and what they’re doing. That gives you more chances to reach them — if you’re using the right tools.
Below is a snapshot of predicted monthly audience numbers for August 2025 on one digital audio advertising network (including platforms like TuneIn, SoundCloud, and iHeartRadio). It shows how many people you can reach, how many ads they hear, and how often.
| Community | Total Audience | Total Inventory | Frequency |
|---|---|---|---|
| Eastern Ontario | |||
| Renfrew | 8,500 | 83,800 | 9.86 |
| Arnprior | 8,900 | 87,800 | 9.86 |
| Eganville | 800 | 7,200 | 9.00 |
| Pembroke | 12,900 | 182,000 | 14.11 |
| Petawawa | 5,100 | 44,500 | 8.73 |
| Deep River | 8,700 | 17,900 | 2.06 |
| Golden Lake | 600 | 5,200 | 8.67 |
| Barry’s Bay | 2,300 | 20,100 | 8.74 |
| Chalk River | 200 | 1,500 | 7.50 |
| Pontiac | |||
| Shawville | 1,300 | 11,300 | 8.69 |
| Campbell’s Bay | 1,100 | 9,900 | 9.00 |
| Fort-Coulonge | 1,200 | 10,600 | 8.83 |
| Isle-aux-Allumettes | 1,200 | 10,600 | 8.83 |
| Quyon & Luskville | 800 | 8,400 | 10.50 |
Audiences are still evolving, but these numbers show strong adoption of streaming across both sides of the Ottawa River — even in smaller communities.
Why Audio Still Works
The way people listen has changed. Radios are disappearing from homes. Car dashboards now show Spotify icons next to FM presets. Smart speakers are the new kitchen radio.
But audio itself still works — arguably better than ever.
It’s personal. It’s one-on-one. You’re not competing with pop-ups or social scrolls. You’re right there, while someone is driving, cooking, walking the dog — or doing all three.
And now, we can pair that power with data. Target by postal code. Tailor your message. Track real results.
Radio taught us the power of the human voice. Digital audio simply adds the tools we already use elsewhere in marketing — targeting, measurement, and precision — to one of the most trusted media channels we have.
Let’s Build Your Next Audio Campaign
Whether you’re a restaurant in Pembroke, a contractor in Fort-Coulonge, or a retail shop in Shawville — we’ll help you reach your ideal audience with a custom campaign that fits your budget.
At Calumet Media, we’ll handle:
- Scripting and recording your ad
- Placing it on the right platforms (Spotify, TuneIn, iHeart, podcast networks)
- Geotargeting by postal code, language, or interest
- Reporting back with real numbers — impressions, clicks, even site visits
I’ve worked both sides of the audio revolution — from FM towers to algorithmic ad delivery. And I launched Calumet Media to bring that knowledge home.
If you’ve advertised on radio before — or if you’ve never thought audio was within reach — this is your chance to connect with people wherever they’re listening.
Let’s talk.
