Scripps to Acquire Podcasting Ad Network Midroll

Financial Times: E.W. Scripps is buying Midroll Media, a Los Angeles-based podcast and advertising company, as the U.S. television and radio group looks to capitalize on the rising popularity of on-demand audio. The companies did not disclose the price Scripps paid for Midroll. The company produces podcasts and sells ad space for about 200 shows. It counts HBO, Netflix and Amazon’s Audible audiobook service among its 240 advertising clients. The purchase comes as podcasting is undergoing a new surge of popularity among consumers, advertisers and investors.