“Great content always wins.” –Ginny Morris, CEO, Hubbard Radio.
Hubbard Radio and PodcastOne announced that Hubbard has acquired 30% of podcast network, in a deal whose finances are undisclosed.
For the second time in two weeks, radio has bought into podcasting. On July 22, print and broadcast media giant E.W. Scripps wholly acquired Midroll Media.
PodcastOne was founded three years ago by Norman Pattiz and Kit Gray. Pattiz was the founder (1976) and CEO of Westwood One. His second career as a pioneer of on-demand, Internet-delivered programming has an adventurous tone; he once told RAIN News, “since there is no [podcast] industry, I’m just doing it myself.” At RAIN Summit West in April, Pattiz disputed that podcasting threatened radio. Rather, he stated while moderating a panel session, “On-demand will be the savior of radio.”
PodcastOne represents an advertising network of about 200 programs, some of which are home-grown, owned-and-operated shows. Well-known podcast personalities in PodcastOne include Adam Carolla, Shaquille O’Neal, Steve Austin, Dan Patrick, Chris Jericho, and Penn Jillette.
Today’s announcement promises that the two companies will work together closely in content development, cross-promotion, and collaborative marketing and advertising. Expansion of sales and marketing teams is also planned.
“They say you’re judged by the company that you keep,” Pattiz said in today’s announcement. “In that case, my reputation just got a huge boost. I am so looking forward to working with Ginny and her entire team.” Ginny Morris is the Hubbard Radio Chair and CEO.
“These great audio mavericks have a vision that we believe in, and are honored to be a part of,” Morris said. “Great content always wins, and to make great content available at the convenience of the consumer is a natural evolution and one that our industry is beginning to embrace.”