The Root Returns to Black Ownership After Years Under Corporate Parents

Symbolically, it restores Black ownership to a publication that has long chronicled Black life. 

The Root, one of the most recognizable digital outlets covering Black news and culture, has been acquired by Ashley Allison through her company Watering Hole Media. The deal takes The Root out of G/O Media’s portfolio and “returns the outlet to Black ownership,” as multiple outlets reported on October 2, 2025.

Since its launch in 2008, The Root has been a home for sharp reporting and commentary on politics, culture, and the everyday realities of Black life. The site’s founding by Henry Louis Gates Jr. and Donald E. Graham gave it instant visibility, and its writers shaped the digital conversation for a generation of readers. Ownership, however, shifted through a series of corporate hands, reflecting the volatility of digital media. Today’s change is more than a transaction. It is a signal about where Black media goes next and who gets to steward the stories that shape it.

Allison is a Democratic political strategist, CNN commentator, and former White House official under the Obama-Biden administration. Her newly formed Watering Hole Media describes itself as a social impact media company, and The Root is its first acquisition. Early coverage frames the move as both symbolic and strategic. Symbolic, because it puts a marquee Black brand back under Black ownership. Strategic, because it arrives during a larger reshuffling in digital media that left The Root as one of G/O Media’s last remaining titles.

For readers, Allison’s background matters. She is not only a media buyer but also a figure who has worked at the intersection of policy, civic engagement, and public communication. That orientation could shape The Root’s editorial ambitions and partnerships moving forward, particularly around elections, community health, education, and culture coverage.

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The phrase “returns to Black ownership” carries real weight. While The Root has long amplified Black voices, control of the business side influences hiring, partnerships, product decisions, and the long-term protection of editorial mission. Ownership does not guarantee content quality, but it alters incentives and accountability in ways that readers notice.

Digital media has been buffeted by platform changes, advertising headwinds, and consolidation. G/O Media’s steady divestitures are one case study. A focused owner with a singular brand can invest with a longer horizon than a holding company juggling many properties. That could mean rebuilding newsroom capacity, expanding video and newsletters, and developing member or donor models that align with audience values.

This move lands in a broader conversation about the durability of Black-owned media and the importance of retaining intellectual property. It mirrors efforts across industries to re-center ownership, from independent film studios to local news co-ops. The Root already has strong brand recognition. If Watering Hole Media invests in talent pipelines, local stringer networks, and collaborations with historically Black colleges and universities, it could reintroduce The Root to younger readers while honoring long-time audiences.

What readers can expect next

Editorial direction. Allison’s public service pedigree suggests an emphasis on civic literacy, policy clarity, and culture with stakes. Expect continued coverage of politics and identity, but also opportunities to deepen reporting in health equity, technology, education, and the arts. The Root’s current editor in chief is Tatsha Robertson, which provides continuity as ownership transitions. 

Product and revenue. With a single-brand focus, Watering Hole Media may test membership tiers, community events, and podcasts that extend The Root beyond the page. Partnerships with like-minded institutions could diversify revenue without diluting editorial independence.

Staffing and voice. The Root’s influence has always depended on its writers and editors. Changes in ownership often lead to recruitment drives and alumni returns. Readers should watch for masthead updates, new columns, and beats that reflect a sharpened mission.

Media is not just distribution. It is a relationship. For writers, editors, and video producers who came up reading The Root, Black ownership can feel like an affirmation that the culture is worth investing in, not merely extracting from. For readers, it can feel like a promise that coverage will be shaped with, not simply about, the communities it serves.

None of this is automatic. Ownership is an opening. Trust must be earned by reporting that is fair, curious, and unafraid to examine tough questions inside the culture and in the institutions that affect it. If The Root rededicates itself to original reporting, invests in data visualization and explainers, and elevates undercovered regions and voices, it can grow from a comeback story into a durable institution.

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The Root’s journey reflects the turbulence of digital media and the resilience of Black storytelling. Passing through the hands of major corporations and private equity firms, its voice has at times risked being shaped by forces outside the community it serves. The acquisition by Ashley Allison and Watering Hole Media offers a chance to reset that balance.

Ownership alone does not guarantee impact, but it creates the conditions for trust, independence, and renewed purpose. If The Root can invest in rigorous reporting while building meaningful ties with readers, it has the opportunity not just to survive another media cycle, but to reaffirm itself as a vital institution in Black cultural and political life.