As detailed in a piece in today’s New York Times, the two sites will collaborate editorially and in the area of advertising sales, creating the largest Black news organization on the Web.
“Now, for the first time, you have a news-gathering and producing organization solely dedicated to African-Americans at scale, and that really has not happened for decades,” said Tom Newman, the president of Interactive One, a digital subsidiary of Radio One.
According to comScore, from May 2010 to May 2011, the total audience for TheGrio grew 300 percent, to 1.3 million viewers from 319,000. NewsOne also had significant growth in the same period, increasing its viewership to 881,000 from 356,000.
“They are basically offering a more robust sales proposition, bigger audiences and the opportunity to get ads in front of more eyeballs,” said Steve Capus, the president of NBC News. “We instantly grew the business as a result of this partnership.”