Former Obama Advisor Buys ‘The Root’ From G/O Media

The Root is officially Black-owned. CNN commentator and former Obama-Biden White House Administration official, Ashley Allison acquired the digital media outlet through her company, Watering Hole Media. A political strategist and communications expert, Allison has built a career amplifying diverse voices at the intersection of politics, policy, and culture. To her, this purchase represents more than a business deal—it’s an investment in independent journalism, especially as accurate accounts of Black history are being erased and First Amendment rights are under attack.

At this critical juncture in history, the Black community needs trusted sources to tell the truth and provide context for the many issues impacting Black lives and liberation. Through this acquisition, Allison plans to cement The Root’s legacy as a trusted news source while ushering the digital platform into a new era of immersive multimedia and experiential formats that push boundaries yet honor the written word and journalistic rigor. 

“This isn’t about making more content but rather about making meaning of this moment,” Allison explains. “The Root has always been about preserving culture and creating clarity in a world full of distractions. Owning the power to tell our own stories is a rich tradition The Root is committed to upholding.”

The Root was founded in 2008 by historian and literary critic Henry Louis Gates Jr. and former Washington Post publisher Donald E. Graham. The site was conceived as a digital news hub that would have the same influence as trailblazing publications like The Amsterdam News, which is New York’s oldest Black newspaper, The Chicago Defender, and W.E.B. Du Bois’s The Crisis.

The media company was one of the first major online publications built to center Black voices, history, and experiences. At the time, Ebony and Essence magazines were still largely focused on print, and HuffPost Black Voices and NBC’s TheGrio had not yet launched.

For much of its existence, The Root served as both a mirror and a megaphone for the Black community. It reflected lived realities and cultural nuances often overlooked by mainstream newsrooms. The site amplified rising voices in public discourse, including contributors such as Ta-Nehisi Coates, Melissa Harris-Perry, Marc Lamont Hill, Jemele Hill, Cornel West, and Demetria Lucas. Signature events, like the annual Root 100 list celebrating contemporary Black influence across industries, and Damon Young and Panama Jackson’s witty cultural column, Very Smart Brothas——helped establish the outlet as a cultural hub that treated Black perspectives not as peripheral, but as central to America’s story. Whether breaking down systemic inequities in policing, celebrating milestones in representation, or poking fun at cultural absurdities, The Root created a space where intellectual depth met everyday conversation.

“This is an exciting moment in the media landscape, with so much potential to make Black voices an even stronger force in the big fights taking place in our country right now,” said Watering Hole Media’s strategic advisor Rashad Robinson. “The Root provides an infrastructure for growing Black talent and supports a drumbeat of reporting on issues that would not otherwise gain momentum.”

Over the years, The Root’s trajectory was marked by shifts in ownership: sold by The Washington Post Company to Univision in 2015, then acquired by G/O Media in 2019. Now, Allison becomes the first Black woman to own the publication, joining a short list of Black women who have helmed media outlets of this stature.

“I am so very proud of Ashley Allison for leading The Root into its next exciting chapter, and for returning The Root to its roots,” said Professor Gates. “When Donald and I launched The Root, my vision was to create a platform to showcase the full complexity of Black life with depth, intelligence, and, most importantly, unapologetic honesty. A platform where our history, our culture, and our politics were not only centered but elevated.”

It’s a vision Allison has already begun by creating various award-winning cultural and political shows through Watering Hole Media, which gained momentum during the 2024 presidential election. The election magnified how few Black voices—those who can speak to the depth and complexity of issues facing the Black community—were being elevated across the media ecosystem. Buying The Root is another step in Allison’s effort to level the playing field.

“It’s time to stand in courage, to be unapologetic about who we are as Black people, the role we have played in this country, and the role we will continue to play. The Root is not going to shy away from the hard stories, the hard questions, and the hard answers,” said Allison. “We will be a place that tells the truth, helps make sense of the moment, and guides people to resources that help them make the best decisions possible.”