NPR Tunes Up New Podcasts and Sponsorship Offerings

quotNPR39s individual programs offer audience reach a highquality audience and brand safetyquot said Lamar Johnson Vice President of Sponsorship Marketing at NPR39s sponsorship arm National Public Media quotThe NPR audience39s trust in NPR programming is unparalleled and offer brands a halo of positivity in terms of branding and purchase behaviorquotThe organization39s latest shows unveiled at the 2021 IAB Podcast Upfront advance those goals This fall NPR will debut an unnamed podcast hosted by former NBA star Jay Williams The weekly show will focus on stories of resilience and reinvention with Williams interviewing leaders in sports entertainment and pop culture about betting on themselves despite tremendous challengesquot explained Anya Grundmann NPR39s Senior Vice President for Programming and Audience Development The show is inspired by Williams39 own experiencesquotGrounded in his hardearned experience rebuilding his world after a lifechanging accident Jay will probe what it takes for people to overcome obstacles and build their personal brandsquot Grundmann said quotWe think this new show will appeal to Jay39s fans from the sports and entertainment worlds as well as listeners of some of our most popular podcasts like How I Built ThisquotWilliams said listeners will be surprised by what they hear from his guests quotYou may know their surface stories or see them in so many places but you don39t really know who they are or what they stand for or how they built to what they have got or where they came fromquot he explainedIn 2022 NPR will debut new seasons of hit podcasts Louder Than a Riot and White Lies and new episodes of some of its most popular shows including Embedded and Rough Translation On the lighter side comedic quiz podcast Wait Wait Don39t Tell Me is adding a regular experimental comedy segmentquotOur listeners are asking for humor humanity and news they can use including shorter daily podcastsamp160We39re responding by doubling down on our daily habit strategyquot Grundmann said quotAnd we39re NPR so we39re going to keep investing in original enterprise journalism including more indepth reporting on music from theamp160Louder Than a Riotamp160teamquotThat sounds ambitious but no one has a better track record than NPRquotNPR continues to lead in podcasting both in terms of quality journalism and storytelling and audience reach with five of the top 20 podcasts which is more than any other publisherquot added Gina Garrubbo CEO of National Public Media NPRamp8217s sponsorship division NPR reaches one of the industry39s largest podcast audiences with a monthly reach of 2225 million unique streams in August according to PodtracBeyond the numbers NPR is recognized as one of the media industry39s most trusted and reliable partners as well as the toprated audio partner for diversity and inclusion according to the latest 2021 Myers Report survey of ad agencies and brand marketing firmsWhen companies want a bespoke audio experience the sponsorship team at NPM can create Brand Soundscapes original audio stories that spotlight a brand its journey and its employees So far NPM has created Soundscapes for bluechip brands including Ford Chipotle Comcast and Sierra Nevada New this year NPR is adding dedicated landing pages to its website where listeners can sample the audio and learn more about the brandsAnother addition to NPMamp8217s offerings announced at the Upfront a custom podcast from NPM and YouTube The Upload The Rise of the Creator Economy is out now and is hosted by Brittany Luse a journalist cultural critic and cohost of podcast For Colored Nerds Produced by NPM and YouTube the series will feature creators who have grown from hobbyists to business owners and offer insights on their journeysquotNPR Sponsors appreciate the custom audio creative that NPM has evolved over the years which allow brands to tell their stories in a manner that fits the style and tone of NPR and create greater engagement with the NPR audienceamp8221 explained Garrubboamp8220Brands want to align with NPRamp8217s quality content and they have to understand how audio in general and podcasting in particular engages audiences in a unique way versus video and digitalamp8221 she added amp8220With new targeting and attribution tools podcasting is now a must buy for many of the brands that we work withamp8221In the last year NPR39s reputation for the highestquality digital audio has continued to grow Recently several of the organization39s podcasts have been recognized with major awards NPR39s No Compromise a podcast created with WAMU Washington DC WABE Atlanta and KCUR Kansas City MO and focused on second amendment rights won the 2021 Pulitzer Prize for Audio Reporting while another series White Lies which revisits the 1965 unsolved murder of Rev James Reeb was recognized as a finalist in the categoryAnother NPR hit Louder Than a Riot an NPR Music series investigating the connections between hiphop and mass incarceration was recognized with an honorable mention by the American Bar AssociationquotThese series are rooted in our mission to serve audience that has come to expect great journalism and storytellingquot said Nancy Barnes NPR39s Senior Vice President for News and EditorialClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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NPR Tunes Up New Podcasts and Sponsorship Offerings

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Alli Romano

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