NPR Podcast Strategy: More Than A Tote Bag

I’m not sure if podcasting has reshaped NPR, or NPR has remolded podcasting. 

Many of the most successful podcasts today were originally radio shows that have morphed into podcasts. NPR member stations have not always benefited from this migration from podcasts from radio programming. 

But big things are happening at NPR, even as it suffers from a serious talent drain  

 NPR plans to add a lot of new shows and subscriber-only bonus content to its new podcast platform NPR+, NPR executives have explained to Axios. It also plans to launch an on-demand podcast bundle as a benefit of membership to local stations in the second half of the year.

 Subscription podcasting offers a new digital business model for NPR and its member stations. But its long-standing mission to inform the public limits how much content the non-profit can put behind a paywall.

Podcasting also attracts a significantly younger and more diverse audience than terrestrial radio for NPR. Offering podcast content to local members could grow station membership, which NPR relies on for revenue via affiliate fees.

The majority of NPR's revenues come from affiliate fees and corporate sponsorships. 

The new subscription podcast bundle will give local station supporters extended access to an on-demand library of podcasts and digital content, akin to the on-demand service from PBS called "PBS Passport," said NPR's Joel Sucherman, vice president for new platform partnerships.This differs from NPR's current podcast subscription offering, NPR+, which allows listeners to pay to subscribe to their favorite NPR podcast, free of sponsor messages, for $2.99 monthly or $29.99 annually. 

To beef up that offering, which launched in August, NPR is adding more shows and subscriber-only benefits to NPR+. NPR shares NPR+ revenue with member stations and co-develops podcasts with some of its local members. 

Next week, NPR will launch a new podcast available on NPR+ called "The Limits with Jay Williams," hosted by the ESPN personality and former college and NBA star."For the first time, we'll be adding some bonus content that's available to subscribers," Sucherman said. 

With its member station architecture, NPR must design its podcast strategy with listeners, members, and member radio stations in mind. 

SOURCE: Axios