The Washington Post has closed a partnership deal with podcasting giant Acast, in an arrangement which covers launching, distributing and monetizing new shows produced by the news organization. The deal is exclusive for Acast.
As a distribution agreement, Wapo retains ownership of the podcasts.
The Post’s own reporting mentions three podcasters whose shows are included: Carolyn Ha (advice columnist), Michelle Singletary (personal finance columnist), and Shane O’Neill (author of a pop-culture newsletter called Seriously?.
At the Post, this commitment followed a February layoff event which released more than 300 workers, and at the same time terminated the brand’s Post Reports daily news podcast.
Greg Glenday, CEO of Acast, announced the deal on LinkedIn (HERE) .
“The Washington Post is exactly the kind of partner that will thrive in a world that rewards quality storytelling,” he predicted.
“Podcasting is fast maturing into something new and exciting. ‘Narrative influence’ has a lot more in common with the thoughtfulness of a respected columnist than the traditional definition of social media influencer. We know that brands want to participate authentically in these conversations and that drives better outcomes. It’s one thing to GET their attention, it’s another thing to HOLD their attention.”