The Root is officially back under Black ownership. Political strategist and communications expert Ashley Allison just acquired the publication through her company, Watering Hole Media.
After years of bouncing between corporate owners, Allison is purchasing The Root from G/O Media, returning the outlet to its roots as a trusted platform within the Black community.
The ownership timeline at a glance:
- 2008: The Root launches, backed by The Washington Post Company (now Graham Holdings).
- 2015-2019: Ownership shifts from Graham Holdings to Univision, then to private-equity-backed G/O Media.
- Oct 2, 2025: Ashley Allison’s Watering Hole Media acquires The Root from G/O Media, returning it to Black ownership.
What this could mean for coverage (and your visibility)
Allison has mentioned plans to cement The Root’s legacy while expanding video and in-person experiences. That typically translates into more lanes for contributors, sources, and strategic partners, especially those bringing subject matter expertise, data and solutions-focused journalism.
For Black founders and experts, this opens doors to:
- Expert commentary and analysis: Offer timely insights on policies, health, tech, and other topics that affect Black communities.
- Service journalism: Pitch how-to guides, resource lists, and other content that helps their readers solve everyday problems.
- Data-driven op-eds: Bring proprietary data, case studies, or market insights paired with clear takeaways for readers.
- Original series and community reporting: Propose a series that elevates an underreported topic (e.g. Black-led climate solutions) or novel solution, where you can showcase your expertise by partnering with them to tell the story.
There’s lots of potential here and as business owners we’re in a good position to contribute. If you want to have a deeper conversation about this and about how you can collaborate with media outlets to expand your reach, let’s talk. You can schedule a free strategy session using the calendar link underneath my How To Get Publicity Without Breaking The Bank video.
How to support The Root and why this matters
Aside from supporting their editorial goals, we should do what we can to support The Root as a whole. Independent, Black-owned media outlets rely on audience and advertiser support. If you value meaningful reporting on Black life, follow, subscribe, read and share their stories, and advertise with them when your budget allows.
Consistently supporting Black-owned media outlets strengthens the ecosystem that, in turn, amplifies your work.
tldr (this section is for skimmers!)
Read these quick answers if you just want the important details:
Is The Root Black-owned?
Yes. On October 2, 2025, Ashley Allison’s Watering Hole Media acquired The Root from G/O Media, returning it to Black ownership.
Why did Ashley Allison buy The Root and what is Watering Hole Media?
Ashley Allison says she’s acquiring The Root to invest in independent journalism, especially at a time when honest accounts of Black history are being rewritten and First Amendment rights are being challenged. She also wants to honor its legacy as a trusted new source within the Black community, and push the boundaries of immersive multimedia content.
Watering Hole Media is a social impact media project focused on opening minds and sparking change through storytelling and video-first digital content.
What is The Root’s ownership history?
In 2008, The Root was under The Washington Post Company (now Graham Holdings), with Henry Louis Gates Jr. as their Editor-in-Chief. In 2015, it was sold to Univision and in 2019, Univision’s Gizmodo Media Group (which included The Root) was sold to Great Hill Partners, forming G/O Media.
In October 2025, G/O Media sold The Root to Ashley Allison’s Watering Hole Media.
What will change at The Root under new ownership?
Public statements point to honoring The Root’s legacy while expanding video and in-person experiences, which often creates more avenues for contributor voices and community engagement (see above).
How can I get featured in The Root as a small business owner?
Pitch solutions-focused ideas, data-backed op-eds, and expert commentary tied to current news and reader needs. And offer multimedia assets when possible.
How can I support The Root?
Follow and engage The Root on social media, sign up for their newsletter, read and share their stories, and when budgets allow, advertise with them.
About Black Girl PR®
Black Girl PR® is a Black woman-owned PR firm that helps Black women entrepreneurs and professionals get publicity and media coverage, so they reach more people and have a bigger impact. Want to learn more about how you could work with us? Email us at info@blackgirlpr.com or visit our Partner With Black Girl PR® page.
