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It seems like everyone wants a piece of the audio marketplace in 2021, and that list now includes Medium. The blogging site has struck a deal to buy Knowable, the audio-first learning platform that features podcast-like courses.

“Having started a podcasting company in 2005, I’ve always thought that audio was a natural way to enrich Medium’s value proposition and deliver on our mission of deepening understanding of the world and delivering valuable ideas,” says CEO Ev Williams. “It’s obvious why spoken-word audio is growing in popularity. There are times for all of us when our eyes are busy but our minds are open.” 

Williams, who launched the podcast company Odeo, points to Edison Research data that shows a top reason people say they listen to podcasts is to learn new things. He says Knowable offers a similar product by creating the “audio lesson” format. “It combines the conversational style of a podcast with the rigor of a great nonfiction book, all bundled into a bespoke app focused on helping more people build the habit of lifelong learning,” Williams writes in a post about the acquisition.

Terms of the deal were not disclosed. But the company said Knowable will remain a standalone product, and co-founders Warren Shaeffer and Alex Benzer will remain with the company to lead Medium’s broader audio initiatives.

“By joining forces with Medium, a company whose product complements ours like no other, we’ll be able to accelerate growth with both creators and customers alike, and continue to push forward on delivering a next-generation experience that helps more people invest in themselves and achieve their goals,” said Shaeffer and Benzer in a joint statement. 

There was no mention of Medium adding audio features, although that is what is a likely outcome of the combination. For now, Williams said that Knowable and Medium will be “collaborating closely to help more people spread great ideas across text and audio.”

Knowable launched in 2019, and over the past two years has produced a library of audio lessons with hundreds of field-leading experts on subjects ranging from professional development to personal well-being. Featured contributors include NBA All-Star Chris Paul, astronaut Scott Kelly, TED speaker Celeste Headlee, Reddit-founder Alexis Ohanian, and organizations like MIT and A Kids Company About – to create an original library of 1,000+ audio-first educational lessons. “We’ve already helped tens of thousands of people launch companies, elevate their careers, communicate more confidently, and build productive new habits, among other positive outcomes,” said Shaeffer and Benzer in a Medium post

To celebrate the news, Medium says it is offering Knowable subscriptions at a 75% discount off through the end of the year.