The New York Times Acquires Podcast Company Serial

Written By

Liz Iversen

Published On

Thursday, Jul 30

The New York Times has acquired Serial Productions, the company behind the hit podcast Serial that helped kickstart the podcast boom. In its first season, each episode of Serial averaged 20 million downloads.

Sarah Koenig, Julie Snyder and Ira Glass started Serial in 2014 while working at NPR’s “This American Life”. In 2017, they created Serial Productions.

The Times has been investing more in audio storytelling with podcasts like “The Daily” and “Modern Love.” The first NYT podcast from Serial Productions, “Nice White Parents,” will examine the ways in which white families shape public education. It launches July 30.

The New York Times’ acquisition of Serial Productions is evidence of podcast’s expanding role in mainstream media, which signals increasing opportunity for advertisers.

According to Lauren Russo, Executive VP & Managing Partner, Audio Investment at Horizon Media, “With 1.3 million and growing podcast titles in the marketplace, 104 million monthly listeners hear exactly what they want to hear — when they want to hear it — and marketing possibilities are limitless. With on-demand control over an expansive list of topics and genres, there’s spoken-word content for every listener.”

As media groups continue to invest in the power of audio, and as listeners continue to tune in, don’t miss your opportunity to voice your brand on the latest podcasts. Contact SMI today.

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