About
About Birchcast
Who we are
Birchcast began publishing in 2021 as a small weekday newsletter for readers working and living around Yonge–Dundas. It has since grown into a running website, a weekly podcast and the newsletter it started as, all focused on the same few downtown blocks rather than the city as a whole.
The site is published by our editorial desk on Edward Street and operated by EGGS MEDIA INC., the registered publisher behind Birchcast. Editorial content — reporting, the podcast and the newsletter round-up — is produced independently of the advertising desk described on our Advertise with us page.
We keep the coverage area deliberately narrow: Yonge–Dundas, the Discovery District, Kensington Market, the St. Lawrence neighbourhood and the central waterfront. That focus is also what we sell to advertisers — a readership tied to those specific blocks, not a citywide audience.
Most weeks we're out on those same streets ourselves — checking a storefront reopening in Kensington Market, sitting in on a community meeting near the St. Lawrence Market, or walking the waterfront path after a council announcement. That's part of why the newsletter and podcast read the way they do: written by people who cover this specific stretch of the city on foot, not a desk pulling wire copy about Toronto in general.
What we do
We publish a weekday newsletter, produce a weekly podcast covering downtown news and events, and run a website that carries both. Alongside that reporting, we sell three kinds of advertising directly to local businesses — no agency, no ad network in between.
- • Newsletter sponsor lines in the weekday morning note
- • Podcast host-read mentions in the weekly episode
- • Cross-platform partner months spanning the site, newsletter and podcast
Where we are
Our desk is at 123 Edward Street. From there we cover the surrounding blocks on foot: Yonge–Dundas Square and the retail strip around it, the Discovery District's research and hospital corridor, Kensington Market, the St. Lawrence neighbourhood and Market, and the central waterfront running along the harbourfront path.
Being based this close to the coverage area matters for both the reporting and the advertising: a sponsor note about a Kensington Market opening or a host-read mention for a waterfront event is written by someone who can walk over and see it, not relayed from a newsroom on the other side of the city.
We keep office hours Monday – Friday, 08:30–17:00, Eastern Time (ET) — Toronto. Visit or write in any time — details are on our contact page.
Who provides the services
Editorial desk
Reporters and the podcast host, responsible for news coverage and episode production, kept separate from advertising copy.
Advertising coordinator
Handles briefing calls, scheduling and creative review for every newsletter, podcast and partner-month booking.
Production & audio
Records and edits the weekly podcast, including host-read mentions, and builds the weekday newsletter layout.
Approach
Reporting stays independent; advertising is booked, briefed and reviewed through a separate, clearly labelled process.
Quality control
Every sponsor note and script outline is reviewed with the advertiser before it runs, not after.
Communication
One point of contact for scheduling and a plain-language summary once a placement is complete.
Want to talk about advertising with Birchcast?