Humble and Fred Join Rogers Radio

humble and fredI probably teased this one a little too early, but the big announcement from Humble and Fred has just been made on Breakfast Television.

Humble and Fred have signed a very cool distribution deal with Rogers. Humble and Fred will continue to podcast but will be promoted by Rogers as a 56th station of sorts. Here's a bit I stole from some pr document:

Rogers Radio now offers listeners free access to Humble and Fred Radio.com, available on 19 Rogers Radio websites – granting unrestricted access to the popular podcasts, 24 hours a day. With just the click of a button, fans can tune in and catch up with Humble and Fred on the following Rogers Radio station players: Jackfm.com, 1031Jackfm.com, Sportsnet960.ca, Jackfm.ca, Rock977.ca, Rock979.ca, Rock106.ca,92CitiFM.ca, Sportsnet590.ca, 1023bob.com, Chez106.com, 923Jackfm.com, KRock1057.ca, foxradio.ca, Q92Rocks.com, Q92Timmins.com, 680News.com, SONiC1029.com, and Rock1053.ca.

Also available on the exclusive Rogers Radio app, Humble and Fred Radio.com can be caught on-the-go with this all-access pass to their made in Canada podcasts. App users can browse by station, location or genre, connecting instantly with stations nationwide. At the tip of their fingers, listeners can check out recent playlists, request songs and directly link to station websites.

Aw heck, here's the whole press release.

(TORONTO – January 24, 2012) Rogers Radio today announced the debut of Humble and Fred Radio.com across 18 Rogers Radio websites and on mobile devices through the Rogers Radio app.

"We are thrilled to partner with Humble and Fred and are very excited and proud to be able to offer this unique, innovative show to our Rogers radio listeners." says Julie Adam, VP Programming. "It's like having a 56th station... it's just that this radio station lives solely in the digital space."

Humble and Fred Radio.com is an uncut, uncensored and irreverent podcast baked fresh daily and delivered to listeners around the world. “Humble” Howard Glassman and Fred Patterson offer up a variety of special guests, hot-topic discussions and very funny content.

“We’ve never had so much fun” says Patterson, “And to have Rogers recognize our efforts and want to give us access to their millions of listeners is flattering. Rogers vision of the future is very impressive.

“We’re very happy to be part of the Rogers Family” says Glassman, “In fact from now on we’re going to call Bob McCown dad, and Erin Davis can be our mom.”

There's more to it than just availability from Rogers digital property. There's also regular on-air bits with Bob McCown on Primetime Sports and a neat little thing with 680 News. But most importantly, this is the beginning of something bigger.

Not bad for a couple of guys rolling their own in Etobicoke.


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Comments (13 - click here to join in!)

Jason Patterson

BT didn't give them much time (!) but The Fan interview was like an extra podcast. I liked Lang's line about radio being like pro wrestling. Shades of Jeff Marek!

January 24, 2012 @ 8:58 AM

Pigeon Toed Dave

Congratulations Mike.
Without your hard work behind the scenes then all of this might not have happened for
H & F. On a personal note I will have to talk to you about this new product I have invented and will be selling to the consumer, which I will need help promoting. Take care.

January 24, 2012 @ 9:00 AM

Robbers?

I'm used to Rogers robbing me on my cable and wireless bills, but robbing Humble and Fred?

Correct me if I'm wrong and I hope I am but isn't this just loads of free content for Rogers?

Are they actually paying any $$$? How can they get exclusive distribution of a branded and very funny daily podcast without ponying up any dough?

The evil empire strikes again...

January 24, 2012 @ 9:11 AM

Toronto Mike Verified as the defacto Toronto Mike

@Robbers

We only started this project 100 days ago. Visit http://www.torontomike.com/humble_howard/ and start scrolling down to get a sense of the rapid evolution. After 100 days, Rogers will give this excellent content what it truly needs: promotion.

Remember, Rogers isn't influencing the content. Humble and Fred will still say what they want to say, swears and all. Rogers will simply help create awareness. A proper awareness campaign costs money they don't have.

Rogers has their fingers in a lot of pies. The money will come later. Right now, the guys have to keep doing what they're doing and Rogers will ensure more people get to hear it. It's a good deal all around.

January 24, 2012 @ 9:20 AM

WDR

Good for them and their entrepreneurship.I will just miss them on 'RB on Mondays (but listen to the podcasts).

January 24, 2012 @ 9:33 AM

Cambo

Why does this deal make me nervous.

Right, they're not controlling the content NOW, however what happens when cheques start rolling in from Rogers?

Does Rogers then get to dictate content? Format?

I thought the whole reason they were doing this was to get away from the corporate broadcast entity, and not being consulted to in any way?

Rogers has a plan for this- they NEVER do anything out of the kindness of their hearts. They are looking for exposure, however I'm not sure it's the same kind of exposure H&F want for this.

January 24, 2012 @ 10:26 AM

Justorbs

Does this mean media personalities from other outlets won't be allowed on the show anymore? My favourite shows are the ones with media guys like Strombo, Marek, Fearless Fred, Tory, Doyle. ect.

January 24, 2012 @ 12:19 PM

Andrew

Is Julie Adam the same lady who fired Erin Davis from CHFI while she was on vacation at the cottage?? How'd that misfire work for them at time?

Hmmmmm...

Good luck gents... let's hope the old white Chrysler New Yorker Humble and Fred machine can be revived... that was pain to park on Queen St at events.

Cheers!
Andrew

January 24, 2012 @ 12:26 PM

Pete McPhedran

It's a win-win. Rogers gets to have a tried and true, proven podcast on their roster and Huble and Fred get massive promotion that like Mike said, they can't afford right now.

Rogers has no access to influence the content, they get something better. The content. Sure they have recording studios and personalities, etc.. but no matter what, it would take them a lot more effort to put together a podcast the quality of H&F when for this deal they get it, today.

Congrats fella's it couldn't happen to a better group than you guys, Humble, Fred, Scary Pete, Kelly, Kinga and certainly you Mike.

--Pete

January 24, 2012 @ 2:12 PM

Il Duce

Congrats to H+F, well deserved. But I pray to all Gods out there to ensure that there won't be more of Toronto Mike on H+F. If there is, I'm going to the Bloor Viaduct.

January 24, 2012 @ 2:38 PM

Sammi

Two extreme viewpoints from my perspective......

1. If you stick to what you truly love, one day it could pay off.

2. This is Rogers. I don't trust or believe anything they say.

January 24, 2012 @ 4:34 PM

Rick C in Oakville

Wow, I'm giddy with joy and the sweats at the same time. Couldn't be more happy about the deal for you 2, and your devoted supporters in the studio. BUTTT! I hope it doesn't crimp the on air guests which ranged from on air personalities such as John Tory, Ryan Doyle, John Moore and a whole slew of Astral personal who were good to H & F in their infancy. This is what made me download, day after day, You just can't find this wide gamut of content any where else, and in as little as 100 days you guys have knocked it out of the park!!!

January 24, 2012 @ 6:45 PM

Toronto Mike Verified as the defacto Toronto Mike

The Toronto Star on the Humble and Fred Rogers deal:

http://www.toronto.com/article/711180--humble-and-fred-gain-a-powerful-pal

Three months after they launched a podcast from a desolate building in Etobicoke, Humble and Fred have a new partner in the big city.

On Tuesday, Rogers Radio announced it would carry HumbleandFredRadio.com on the company’s platform of 19 radio websites and mobile devices. The distribution deal will give the veteran radio personalities new exposure and marketing muscle.

“It was sort of affirmation or confirmation that we weren’t completely out of our f---ing minds doing this,” says Howard “Humble” Glassman.

“We were always a bit timid about what we did,” adds Fred Patterson, of the team’s career in Toronto radio, including high-profile runs at The Edge 102.1 and Mix 99.9. “And I think what we’re really proving now is we can deliver a great product — better than most things that are available on the radio in this city.

“We’re not afraid to say that.”

The daily podcast features guests, comedy bits and irreverent, uncut banter. It has already attracted a number of big sponsors and high-profile guests, including John Tory and Frank Sinatra Jr.

The deal with Rogers will have no impact on daily content. But it will give the podcast newfound credibility with advertisers, who will see and hear the Humble and Fred brand across Rogers’ digital stations and apps.

“We are being supported now by a pretty big company,” says Glassman. “So it’s not like we’re folding up our tent anytime soon.”

January 24, 2012 @ 10:27 PM

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