How NPR Continues to Develop Its Podcasting Ad Game With Data and Branded Content

For brands such as Kia, Subaru, Optum and Alfa Romeo

There may not be a traditional media brand that has its podcasting vehicle firing on all cylinders like 46-year-old NPR, which sponsored the Rain Podcast Business Summit in New York on Wednesday.

NPR is monetizing the space with ad sales and strategic branded content partnerships. But what’s more interesting is that the organization wants to change how podcast advertising is sold by getting better data in front of brand marketers.

It’s all about changing the mindset from download numbers to listening metrics.

“We want to get past just knowing the magazine is in the mailbox,” said Bryan Moffett, COO at National Public Media. “We

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