PRX, a nonprofit public media organization and podcast publisher, announced the acquisition of Soundrise, a sponsorship sales firm specializing in purpose-driven independent podcasts. The acquisition will integrate Soundrise’s experienced audio sales professionals into PRX’s in-house team, beginning in January 2026.

Soundrise, which has served as PRX’s sales team since 2017, represents more than 20 years of experience in public media sponsorship sales. The firm has focused on supporting independent creators and mission-driven content.

“By welcoming this extraordinary sales team into PRX, we’re uniting technology, distribution, and sponsorship under one roof,” said Kerri Hoffman, CEO of PRX. “We’re reinforcing our commitment to supporting some of the most creative talent in audio.”

“We launched Soundrise as the industry was quickly consolidating to enable audio creators to maintain independence and artistic freedom, ensuring a multiplicity of voices and stories are shared with the world,” said Soundrise CEO Harry Clark. “That mission resonated with producers and advertising partners alike, and I’m thrilled that PRX will now continue to amplify this further to support independent, mission-driven media.”

New Cross-Promotional Exchange Tool

In a parallel development, PRX announced Dovetail Spots, a new feature of its Dovetail podcast publishing and monetization platform. The tool enables podcasters to request and trade promotional spots or custom messages with other podcasts distributed via the platform.

The cross-promotional exchange offers a turnkey approach, automatically creating campaigns when requests are accepted and reflecting them in producers’ inventory dashboards. Dovetail Spots will first be available to select public radio stations this fall before expanding to additional platform users.

“We want to continue to increase opportunities for podcasts to share information about their shows with listeners on other podcasts, and to grow their audiences – achieving scale to in turn help unlock potential revenue opportunity,” said Brandon Hundt, Director of Technical Product Management at PRX.

Dovetail from PRX currently serves more than 330 public radio podcasts nationwide and numerous producers, including some with Pulitzer Prize and Peabody-winning productions, which are heard by millions. These productions are featured in Radiotopia, publications across Condé Nast, and other outlets.

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