The New York Times is acquiring the maker of the “Serial” and “S-Town” podcasts, it announced Wednesday.

The newspaper didn’t disclose the terms of the deal. People familiar with the matter told the Wall Street Journal that the transaction could be worth as much as $50 million “depending on milestones and performance metrics.”

The company is also entering a strategic alliance with the radio program “This American Life.” The collaboration would allow the companies to collaborate on marketing and advertising sales, it added.

“We’ve seen the power that audio can have in building deeper connections with our audience and we’re committed to bringing listeners the best audio journalism in the world,” the Times’s chief operating officer Meredith Kopit Levien said in a statement.

The Times has made a string of moves to grow its podcasting business this year.

The publication acquired Audm, a subscription-based app to convert long-form articles into narrated audio, in March this year.

It also hired the co-creator of National Public Radio’s “Invisibilia” podcast, Alix Spiegel, and launched an opinions podcast with technology journalist Kara Swisher, as noted earlier by the Journal.

The Times says its most popular podcast is “The Daily,” which receives about 3 million downloads a day.

According to the New York-based company, it has “now brought together three of the most important audio brands in the world,” with Serial Productions and This American Life joining the Times umbrella alongside The Daily.

NYT shares closed 1.75% lower at $44.84 on Wednesday. The shares have a 52-week high of $46.33 and a 52-week low of $26.13.

This story originally appeared on Benzinga.

© 2020 Benzinga does not provide investment advice. All rights reserved.

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