Frequently Asked Questions

Frequently Asked Questions

Everything you’re dying to know about JAR Audio

Have questions about a branded podcast? Wondering if your business should have one? Want to know what makes a great series? Not sure what we do here at JAR Audio?

Below, you’ll find the answer to all of these questions—and many, many more.


Depending on the scope of the project, it can take four to six weeks to have a promo and the first two episodes completed and launched.

We recommend launching with at least two episodes so that listeners can enjoy the first episode and immediately dive in for more because, hey, why make them wait?!

Once the first two episodes are released, we can roll out the following episodes at weekly or biweekly intervals.

That said, this timeline isn’t universally applicable. It will vary based on the format, complexity, and number of guests to appear on your podcast.

Our timelines are flexible. We are usually able to accommodate tight deadlines and rushed projects.

Why not reach out so we can discuss the best route to meeting your needs?

Absolutely! Your dedicated Producer will provide you with a comprehensive workback schedule that includes key dates.

This will ensure you have crystal clear expectations and can easily coordinate with your internal team.


We can keep this to a minimum. Reach out to us and we can discuss this (it varies by podcast).

Podcasts as a marketing medium

While we live in a time with unmatched opportunity for connection, it can seem like we’re drifting further apart.

The disconnect that’s born from our modern, busy lives makes it more important than ever to create authentic engagement with your customers, your audience, and your teams.

Typically, the brands best suited to a podcast:

  • Have a point of view
  • Value purpose as much as profit
  • Have creative bravery
  • Aspire to deliver as much value as they can

Sound like your team? Perfect. We’d love to collaborate with you. Please reach out to us.

A podcast won’t be a good fit if your organization:

  • Lacks creative bravery
  • Views customers as analytics
  • Sees no value in authentic connection
  • Avoids transparency
  • Can’t build an honest dialogue

Perhaps most importantly, if you plan on using the podcast just to talk about your brand, this is not your medium. Nobody wants to listen to a 30-minute ad.

At the end of the day, podcasts are meant to be an intimate experience. With every series we create, we expect to establish an authentic relationship between the listener and your brand. If you aren’t willing to nurture that relationship, a podcast isn’t for you.

In the United Statesmore than half of folks over 12 have listened to a podcast at least once. And get this—37% are tuning in monthly.

In Canadamore than a quarter of the population over 18 are monthly listeners.

There’s no doubt about it. Podcasts have become a powerful mainstream media channel.

Not convinced? Dig deeper into the data with The Vital Podcast Stats All Brands Should Learn About.

Why not check in with the experts? Staying on the pulse of this stuff is part of our job — and we’d be happy to take you deeper into the stats and demographics most important to your brand.

Reach out today for a consult.

This depends on the goals you set out to achieve with your podcast — which, of course, should be clearly tied to the goals of your brand.

Our clients start podcasts for different reasons, which means they have different priorities when it comes to ROI.

Broadly speaking, however, there are four main ways you can measure the ROI of your podcasts.

They are:

  • Financial ROI
  • Brand Performance
  • Online Performance
  • Podcast Performance

Each has its own metrics, key performance indicators, and key result indicators to measure.

We wrote a report on this—The Ultimate Guide to podcast ROI — which we’d love for you to check out.

Internal Podcasts

You can absolutely keep a podcast private. In a lot of cases, our clients prefer to create podcasts just for their teams — often called corporate or internal podcasts.

When we upload the podcast to our host server, we can ensure it doesn’t get distributed to podcast directories like Apple Podcasts or Spotify. Instead, we provide you with a private link you can use to distribute to your staff or upload to an intranet.

To learn more about internal podcasts, check out The Ultimate Guide to Internal Podcasts.

Developing the podcast strategy

The most important thing about creating a podcast is the audience. In the case of a branded podcast, delivering value to these folks is especially important.

To make a great series, we have to ask ourselves these questions:

  • Who are they?
  • What do they care about?
  • What’s important to them?
  • What are they listening to?
  • How do they consume content?
  • How do they share content?
  • Where do they hang out online?
  • How do they like to spend their time?
  • What makes them happy?
  • What makes them sad?

These are just a few of the many tidbits we uncover during the strategic workshops we facilitate at the start of every project.

Once we’ve sorted this out, we can move forward with rock-solid content, strategy and creative direction.

So, how do you tell a great story that reflects your values to your target audience? There are three main approaches you can take to structuring your podcast.

The first is narrated. This is the standard documentary-style podcast you might hear on CBC or NPR on a Sunday morning. It’s character driven, scene based, and action packed. This type of podcast appeals to those who love to be entertained and learn at the same time.

Next up is the interview-based podcast. These are in-depth interviews with questions designed to really get under the hood. They appeal to news junkies, lifelong learners, and information seekers of all kinds.

Finally, there’s the fiction podcast. With the help of voice actors, these podcasts tell stories featuring dialogue, special effects and custom music. A totally immersive experience, this format is great for younger listeners and those seeking an escape from the day to day.

We consider a podcast season to be 6 episodes, but there is no hard-and-fast rule.

We like to say that a podcast episode should be as long as it needs to be to convey the information. That said, we aim to make most around 20 to 30 minutes long.

One of the best things brands can do to get their hands dirty in the podcasting sphere is to deliberately take an experimental approach.

A great way to do this is to commit to an exploratory season of around six to nine episodes. This is enough time to road-test your concept with your target audience, and get a sense of how it’s being received. If after that, you need to pivot, by all means—pivot.

One of the best parts about podcasting is that there are no rules.

You are not confined to:

  • Time
  • Format
  • Ad standards
  • Topic
  • Shelf life

In other words, the world is your oyster.

Creating the podcast structure

We wrote a post on this very topic.

This is a big and important topic, so we suggest you dig deep with this post.

Our recommendation is to always hire an outside, professional host.

This is because they offer:

  • Professional delivery
  • Interview prowess
  • Third-party objectivity
  • A following we can leverage

This isn’t to say that the host absolutely can’t be from your organization. This is certainly something we’ve accommodated before. That said, the end product is going to be better if they are a hand-picked pro.

While you can do this, we advise against it.

Your podcast is already acting as implicit, tactful, and trust-centered publicity for your brand.

Adding external advertising can seem tactless or heavy handed.

producing the podcast

Absolutely not! Our approach works no matter where your team, hosts, or guests are located.


While each project is unique, here’s a point-form breakdown of our usual process:

  • Paper edit—the raw tape is transcribed and restructured with timestamps
  • First audio edit—a rough cut with tentative music samples
  • Approval from our Producer and Creative Director
  • Feedback opportunity for your team
  • Changes made based on your feedback
  • Ums and uhhhs get the boot
  • Music and sound effects are tightened up or added
  • You receive a fine cut
  • Fine cut edited where required
  • Final version uploaded to host server

Pretty simple, right? It is with our help.

Depending on the budget, JAR Audio sources stock music or creates a custom composition for your podcast.

Yes, we do.

Deploying the podcast


We use a server called Omny Studio which allows us to host the series, and distribute it to top podcast directories.

We also upload the:

  • Podcast artwork
  • Show description
  • Episode titles
  • Show notes
  • Other necessary metadata

Podcast directories include, but aren’t limited to:

  • Apple Podcasts
  • Google Podcasts
  • Spotify
  • Amazon
  • Deezer
  • Stitcher
  • TuneIn

It’s important to note that when you listen to a podcast on a lot of popular apps, they are pulling the show from Apple Podcasts. So once we upload to Apple, your show will be available across a range of these platforms.

Marketing and promoting the podcast

Yes, we do offer these services. We address every podcast campaign from 6 key buckets:

  • Marketing
  • PR/Publicity
  • Spotlighting
  • Cross-Promotion
  • Paid Opportunities
  • Owned Channels

A lot of our clients have teams responsible for content marketing. These teams can absolutely handle the podcast promotion and marketing themselves, but we would recommend JAR consults on strategy and execution regardless.

podcast analytics

Yes, we track the podcast using Omny Studio and Chartable.

We use Omny Studio, but are open to other hosting platforms if you are already hosting your podcast elsewhere.

Data we can track includes:

  • Analytics
  • Downloads
  • Subscribers
  • Reach
  • Reviews
  • Demographics
  • Geography
  • Consumption
  • Verified plays
  • Average time
  • Retention
  • Start-at point
  • Drop-off point
  • Skips

Find out which analytics your brand should be tracking.

It sure is.

We do provide custom reporting to our clients on a monthly basis. These reports include not only the raw data, but our interpretation and any recommendations we have based on this material.

JAR audio's experience

Our leadership team has a combined 75 years of experience in advertising, journalism, and broadcasting, spanning across traditional and new media.

Our team also boasts writers, recordists, sound editors and audience growth strategists that know how to capture and hold the attention of an audience.

JAR Audio is where marketing knowhow, journalistic integrity, and audio expertise meet.

Absolutely! You can check out some of our sample projects here.

Sure do! You can read a collection of case studies here or reach out to us to learn more.

Working with agencies

Yes, we do. Check out this post to learn more.



Working with JAR Audio

The first thing you’ll want to do is reach out to us.

After our first call, we’ll connect you with a creative director to review some early thinking.

If both teams decide we’re a match, we move into strategy and production.

We are creative, collaborative and fun.

Our job is to create an exceptional podcast for your brand while making the process as easy and enjoyable for you as possible.

Working for JAR Audio

We are always looking to team up with talented storytellers. These can include:

  • Researchers
  • Writers
  • Producers
  • Sound Editors
  • Sound Engineers
  • Podcast Marketers

We’d love to learn more about you and your storytelling abilities. Please reach out to us.