Inside The New York Times’ Search for Binge-Worthy Podcasts and Serial Purchase

The New York Times Company’s recent deal to acquire Serial Productions for roughly $25 million is at the center of a strategy to produce a new pipeline of narrative podcast content that appeals to a wider and younger audience. Sam Dolnick, a New York Times assistant managing editor who oversees audio projects, said the Serial Productions purchase was a stepping stone in the company’s larger push to bring its journalism in audio and video format to younger consumers who are eager to binge their favorite shows, much as they do with streaming services like Netflix. “Now that we’ve got Serial, we’ll start to build even more muscles where, every few months, we’ve got a big blockbuster story that you’re going to want to binge,” Dolnick said. The Times reported the deal was worth $25 million in its reporting but would not confirm the sum to TheWrap. Serial Productions was co-founded in 2014 by CEO and Executive Editor Julie Snyder, Managing Editor Neil Drumming, Producer Sarah Koenig and “This American Life” Host Ira Glass. After raising money from the community to support its first season, the podcast took off and began earning revenue through ads. Initially the company was affiliated with “This American...

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