Podcasting is bringing the worlds of public and commercial radio together as American Public Media joins forces with commercial radio’s second biggest group. The pubcaster’s podcast arm has formed a multiyear strategic partnership with Audacy’s Cadence13 to jointly develop and produce podcast content. Cadence13 will also serve as the exclusive podcast sales representative for APM, and the two will collaborate on new podcast revenue opportunities.
“Our organizations share a complementary vision for premium audio storytelling,” said APM General Manager Lily Kim in the announcement. She said the deal will allow APM to expand its reach and find new ways to connect with podcast listeners. “A cornerstone of public media is the commitment to serve our listeners by providing meaningful content that enriches, informs and builds community. This partnership will further enhance our ability to deliver on that mission,” she said.
APM’s podcast lineup currently reaches an audience of more than three million unique listeners and typically has more than17 million monthly downloads. Among the shows in its portfolio are the investigative juggernaut In the Dark, comedian Tig Notaro’s advice show Don’t Ask Tig, and the business news-focused Marketplace franchise.
Financial terms of the deal were not released. But the companies said Cadence13 parent Audacy will market APM podcasts on its 235 radio stations and across elements of its digital platform. It’s likely many of those listeners are not the same as those for the roughly one thousand public radio stations that carry American Public Media’s syndicated programming.
“Cadence13’s objective is to align with the best,” said Chief Content Officer Chris Corcoran in the announcement. “Partnering with APM, one of the most premium networks in the industry, brings together two of the most accomplished podcast companies for unmatched opportunities for scale and development.”
American Public Radio has already been looking to expand its reach with the help of commercial radio. Last year it struck a deal with Cumulus Media to create a new daily feature called “The Marketplace Minute.” Produced three times a day, the one-minute feature is syndicated by Westwood One. It was the first time a public media entity partnered with a commercial audio network to distribute a news product in these formats.