NPR gained't push its podcasts or app on the radio
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NPR is way from oblivious to the expansion in podcasting. The organisation places out a bevy of exhibits that folks can subscribe to, obtain and stream, like From the Prime and Wait Wait…Do not Inform Me! So it is all of the stranger that higher administration has suggested native stations towards selling them. In a word titled Steerage on Podcast ‘Again Pronounces’, Chris Turpin, VP for information programming and operations, says DJs can point out a podcast “however not in a means that explicitly endorses it.”
In follow, a station might say “that was Linda Holmes of NPR’s Pop Tradition Joyful Hour podcast,” however that is about it. Broadcasters have been informed to not promote the content material of a podcast — in different phrases, what a specific present or episode covers — or the way to entry them, like via Stitcher or the corporate’s personal NPR One app. “Simply to repeat: Be artistic in the way you again announce podcasts, however please keep away from outright promotion.”
The transfer looks like a backward step for NPR. It is comprehensible that some native stations can be scared of podcasts, provided that they probably eat into their very own listenership. But when the organisation has devoted assets to podcasting, it is sensible to cross-promote the 2.
“We cannot inform individuals to actively obtain a podcast or the place to seek out them. No mentions of npr.org, iTunes, Stitcher, NPR One, and so on.”
In a press release to the Washingtonian, NPR spun the transfer a bit in another way: “Individuals know the right way to discover podcasts. It is like once we speak of books on air: we point out the title and writer, not the bookstore.” That may be true, however the analogy is a bit off on this occasion as a result of NPR owns a so-referred to as “bookstore.” It is referred to as NPR One — a novel cellular app that provides listeners a steady stream of curated and personalised radio. As Turpin writes: “For now, NPR One won’t be promoted on the air.”
It is a unusual stance. Many individuals know the way to entry a podcast, however a big portion of NPR’s readership — particularly older listeners — could be unaware that NPR One exists. To extend the app’s consumer base, would not it make sense to advertise the service to NPR listeners? In any case, these are the individuals which might be almost definitely to understand and advocate its efforts.