PBS News Hour220

Sure, tote bags and coffee mugs are still great incentives to elicit listener donations. But public broadcasters are doing a lot more than that to monetize the content they’re creating and distributing on podcasts. PBS NewsHour is the latest to ramp up its efforts, announcing that it has struck a deal with Acast to put its podcast programming in front of ad buyers.

PBS NewsHour is more than the venerable nightly newscast produced by WETA-TV Washington. The entire broadcast is among 14 podcasts in its lineup. But the show also makes available several of its routine features as shorter-form podcasts, including Politics Monday, Shields & Brooks and Brief But Spectacular. There are also ongoing reporting series such as Broken Justice and The Last Continent.

“We’re thrilled to partner with Acast to expand the reach of NewsHour’s growing podcast offerings,” said Nick Massella, PBS NewsHour’s Senior Director of Brand Strategy and Communications. “We’ve seen significant audience growth of our audio programming in recent years and look forward to furthering our reach and monetizing our audio offerings as part of the Acast network.”

Founded in Sweden six years ago, Acast is credited with inventing dynamic ad insertion technology for podcasting, It allows for the delivery of timely, contextualized podcast ads specific to listeners across any device or platform — and the company is among those pioneering an automated podcast ad buying solution. Its technology is now used by several public broadcasters worldwide. The BBC in the U.K., the CBC in Canada, and Radio New Zealand are among the public broadcasters currently working with Acast.

“What makes this partnership so exciting is that PBS NewsHour is among the most storied, trusted brands in news, and their team is expanding and diversifying their reach in a fresh, compelling way through podcasting,” said Veronika Taylor, Director of U.S. Content at Acast. “We’re proud to enable them and other public broadcasting organizations to monetize their powerful programming in a way that honors their guidelines and unique needs.”