Last updated November 21, 2024 – 10:28 AM
Acast and Guardian will continue their successful commercial relationship as the publisher re-signs an agreement with the independent podcast company.
The two companies have been working together since 2017, and the agreement between the two companies covers all of Acast's markets, including the US, UK, Australia, and Canada, and provides extensive knowledge, understanding of the nuances of each market, and expertise in growing podcasting. Provide knowledge.
Robert Abel, Head of Audio Business & Strategy at Guardian News & Media, said: “Guardian’s long-standing relationship with Acast provides expertise and insight on a global scale.
“This is particularly important to us because we have a loyal audience of Guardian podcast listeners from all over the world. In fact, the UK has one of the largest podcast audiences, but less than half of our listeners We come from this country and this makes us very different from most other UK podcast publishers.
“The Guardian’s award-winning portfolio offers brands the opportunity to connect directly with listeners across current affairs, politics, sport, culture, lifestyle and more.”
On the commercial side, Guardian and Acast have worked together on some outstanding campaigns. Grace Dent recently appeared on Acast and EuroMillions' successful original podcast series 'Rich Beyond My Wildest Dreams', and Acast secured a long-term partnership with Grace and Airbnb.
Football Weekly and the Department for Education have teamed up through the 'Get Into Teaching' campaign, producing sponsored articles highlighting personal stories from Football Weekly presenters about their memories of teaching.
The Guardian is also a founding member of the Publishers in Podcasting consortium established by Acast in 2023. This cross-publisher consortium brings together leaders from the UK's biggest publishers to discuss the challenges and opportunities impacting the podcast industry and audio journalism.
“Guardian and Acast are more than just a commercial partnership,” explains Alexandra Fuller, head of publishing at Acast UK. “This is a combination of shared values, podcast expertise, and a desire to share the best journalism with podcast listeners around the world.
“The extension of our partnership is testament to the great work that Guardian’s commercial team and our team at Acast have accomplished over the past few years, and we look forward to continuing to support them in the future.”
