The E.W. Scripps Media Company has acquired Midroll Media, a Los Angeles based company that has been around for five years. Midroll Media creates original podcasts and operates a network that generates revenue for more than 200 shows.
One of those shows is WTF With Marc Maron which is an incredibly popular podcast, even before he interviewed President Barack Obama. Other shows include Startup and StarTalk Radio, a podcast that is hosted by Neil Degrasse Tyson.
Midroll Media’s name is derived from the term for commercials placed mid-way through a podcast. It is the largest podcast sponsorship network. It has more than 240 advertisers. In addition to creating revenue streams, Midroll Media has always been a “content first” company. It creates and distributes 35 original podcasts via its owned-and-operated comedy and pop-culture driven networks.
Midroll Media recently launched an app called Howl. It gives people an easy way to access every episode of Earwolf and Wolfpop. The app also lets people view the latest tweets from the hosts and listeners of those podcasts, view behind-the-scenes photos, and discuss shows in their forums. It combines photos and community elements for each podcast.
Scripps is one of the nation’s largest independent TV station owners, with 33 television stations in 24 markets and a reach of nearly one in five U.S. households. It owns 34 radio stations in 8 markets.
Scripps also runs an expanding collection of local and digital journalism and information businesses, including mobile video service Newsy and weather app developer WeatherSphere.
You can hear more about this acquisition in a special episode of The Wolf Den. The episode features Scripps’ Chief Digital Officer and Senior Vice President of Digital Media, Adam Symson, and Vice President of Digital Strategy and Business Development, JB Kropp.
Hollywood Reporter reports that Midroll will remain based in Hollywood and will continue to be led by Midroll Media CEO Adam Sachs. Midroll Media has been acquired for an undisclosed price.