The New York Times has struck a deal to monetize its podcast listeners in the U.K. The paper will work with Acast, whose sizable sales operation in the market will add New York Times podcasts to a lineup that also includes shows from publishers such as Vice, PBS NewsHour, CBC and A+E Networks, among others. Acast has a global sales footprint in 14 countries – including recent launches in Singapore and Spain – but the Times deal will initially include just the U.K.
“We look forward to working with Acast to continue bringing The New York Times's robust and wide-ranging audio programming to more advertising partners around the world,” said Tom Armstrong, VP of Global Advertising at the Times. “Acast's local footprint provides another channel for advertisers in the U.K. to engage with The New York Times’s influential audiences through our audio portfolio,” he said in the joint announcement.
The lynchpin of the Times’ international podcast reach is The Daily, which now has more than 20 million monthly listeners. This deal provides opportunities for U.K. advertisers to more easily reach listeners to the podcast in the country.
“This deal with The New York Times on The Daily adds yet another jewel in the crown to our premium offering for our advertisers in the U.K.,” said Josh Woodhouse, Managing Director, Acast U.K. “The combined scale we can now provide across the open podcast ecosystem demonstrates a unique opportunity for brands who want to align with trusted publishers.”