NPR Pondering Move into Broadband Video; Podcasts Ad Stats


I am skeptical this will happen anytime soon (especially without raising some eyebrows at PBS and CPB), but this AdAge story says NPR, flush with its podcasting success, is pondering moves into broadband and mobile video. Recently, 36-year-old NPR scooped up five Webby awards, more than any other broadcaster…it is also possibly the biggest media organization in the nascent audio-download business, with 52 shows on Apple’s iTunes and 313 titles in its online podcast directory.
In the second half of 2007, NPR plans to add broadband video…the offering most likely will start with concerts or performances at NPR studios.
Ad revenues: For the fiscal year ended Sept. 30, 2005, NPR’s overall sponsorship revenue was $37.7 million, up from $24 million two years earlier. Revenue from new-media operations accounts for around 10% of the total but is likely to grow. CPM rates for NPR’s popular podcasts, such as “Story of the Day,” range from $50 to $60, much higher than the industry average for podcasts, which is around $20 to $30.

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