In the early 2010s, NPR was already a beloved news brand.
But it was an aging news brand on a platform with declining tune-in. How could NPR make the transition into the digital era?
With a four-decade history of producing mission-driven audio content to serve the public, NPR wanted to ensure that it made the transition into a digital landscape without jeopardizing its heritage and mission of quality journalism and storytelling.
NPR wanted to appeal to a more diverse demographic across the U.S. and strengthen the brand. With an even stronger brand, a larger and broader audience and more sponsors would follow.
THE TURNING POINT
Informed by a series of audience insights, NPR ramped up its investment in cross-platform content that would appeal to a younger generation of adults. New platforms included mobile applications, podcasting, social media and the web.
A 2016 study by Research Narrative demonstrated that NPR was America’s most favored news brand, echoing its consistent audience growth. Our additional research showed that by the Spring of 2017, more than half of NPR’s audience started their NPR day on a platform other than radio!
By October 2017, NPR had reached an estimated 99 million people each month and had held the spot as America’s #1 podcast producer for 17 months in a row.