Scripps’ Midroll Unveils New Podcasts

Podcast company Midroll Media, which E.W. Scripps bought in July, unveiled a new slate of podcasts to agency and brand executives at the IAB Podcast Upfront event on Wednesday. The new content joining Midroll’s roster includes the recently launched Katie Couric podcast and new upcoming series with Rosie O’Donnell and Neil DeGrasse Tyson.

In November, Midroll’s Earwolf network will launch Stranglers, a crime-genre podcast delving into the infamous Boston Strangler killings. Twelve of the 13 murders remain open cases, and the show will delve into the murders’ many uncertainties — including the number of killers involved.

Other new shows previewed for the ad-buying community included:

• Entertainment Weekly’s What to Watch, which launches on Friday and covers what’s new and worthwhile on TV and streaming, including interviews with stars and showrunners

• American Public Media’s Brains On, the established science podcast for curious kids and adults, and Make Me Smart, a podcast premiering in early 2017 with hosts Kai Ryssdal and Molly Wood of Marketplace featuring intelligent, relaxed conversation on topics that influence business, culture and our everyday lives

• Playing with Science, a show from popular astrophysicist and cosmologist Neil deGrasse Tyson that debuts in early 2017. Tyson’s popular StarTalk Radio podcast is downloaded an average of 500,000 times per episode

Midroll is now the advertising rep firm for more than 300 top-rated podcasts. According to the company, it offers “the largest reach for advertisers that want to tap into the podcast industry’s valuable demographics.”

Midroll represents 20% of the iTunes Top 100, more than its next three competitors combined, said Lex Friedman, chief revenue officer.