Acquired Episode 16: Midroll + Stitcher (acquired by Scripps)

The meta show: Ben and David turn their gaze inward and examine
the podcasting industry through E. W. Scripps’ recent
acquisitions of the Midroll podcast advertising network and
Stitcher podcast client. Featuring discussion of our own product
process and metrics at Acquired. 


Sponsors:


WorkOS: https://bit.ly/workos25

Sierra: https://bit.ly/acquiredsierra

Sentry: https://bit.ly/acquiredsentry

Anthropic: https://bit.ly/acquiredclaude25






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Announcements: 

We’re pivoting! (not really) Our new show description: A
Podcast About Technology Acquisitions That Actually Went Well

But we are launching a new feature! Since so many of you, our
listeners, are also tech and startup folks and/or other builders,
we wanted to create a space to feature cool products, companies
and side projects you’re working on. Thus we’re adding a
"Community Showcase” section to the show. If you’d like to be
included just send us a Slack message or email, and we’ll choose
one submission to feature on each show. This episode we’re
highlighting BESTR, from community member David Resnick (aka
@the_rezonator in Slack), which is an online platform to share
lists of great things. Check it out and let David know what you
think. 



  Topics covered include: 


Top Google search results for “acquired podcast"

Midroll’s origins in the comedy podcast Comedy Bang Bang (now
an tv show on IFC) and exit last year to Scripps 

The structural challenges inherent to podcasting as a medium
and the gap between audience size/engagement and industry
revenues

Opportunities for independent podcasters and our own audience
and business metrics at Acquired 

Stitcher’s long corporate history as a venture backed
company, first acquisition by French music company Deezer, and
now second acquisition from Deezer by Scripps

Problems with Stitcher as a product and industry reaction to
the acquisition including John Gruber's response, Ben Thompson’s
article on Stratechery, and Ben & James Allworth's discussion
on their excellent podcast Exponent

Handicapping Stitcher+Midroll’s chances for success within
Scripps, and opportunities for new startups & innovation in
the podcasting space

Pioneer Square Labs’ own past efforts in the podcasting space
and their process for evaluating potential new company
ideas 

Shoutout to Pocket Casts and our listeners down under 



  Followups: 


Twitch: bringing tipping onto the platform with the
 launch of Cheering + Bits (H/t Slack community member
jamesk)

Facebook Instant Articles:  pour one out for Facebook
Paper (developed by the Push Pop Press team)

LinkedIn: the hotly anticipated SEC filing detailing all the
negotiation drama is now live (scroll down to "Background of the
Merger” on p.31)



  The Carve Out: 


Ben: Mark Titus, AKA @ClubTrillion is joining the Ringer

David: OKR’s and regular goal setting, including great “how
to" from  GV partner Rick Klau