NPR, the leading platform in storytelling and news reporting has announced its new national and localized podcast.

The show is called Consider This, and listeners to this program are delivered national news as well as local stories based on their location. This type of localized reporting is a first in the podcast space and represents NPR’s hefty support for experimentation and growth in podcasting technology.

How It Works

NPR has partnered with popular podcast ads vendor AdsWizz to use its technology for delivering targetted content to listeners based on their geographic location. At the point when a podcast listener subscribes to or downloads an episode of Consider This, their location is determined and its proximity to one of 12 major markets, determines which content the listener will receive.

“Listeners in or near ten regions — Boston (WBUR and GBH), New York (WNYC), Philadelphia (WHYY), Washington, D.C. (WAMU), Chicago (WBEZ), Minneapolis/St. Paul (MPR), Dallas (KERA), Los Angeles (KPCC and KCRW), San Francisco (KQED), and Portland, OR (OPB) — will hear a version of Consider This with reporting on their community from their community, alongside a national view from NPR to help listeners make sense of the day.”

Listeners who are outside one of these major markets will continue to hear the national version of the podcast.

Why It’s Important

This blend of national stories and local reporting is the first of its kind, not just for podcasting, but for public radio as a whole. It is made possible by public radio’s shared journalism and digital networks. The ability to unite communities over their shared national headlines, but still deliver individualized reporting on a communal level is a brilliant way to foster a more connected and interested national audience.


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