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« Tao Wireless MP3 Player | Main | Listeners 12-24 Prefer MP3 Players to Radio »Do Podcasts Offer a New Business Model for NPR?December 17, 2005The Online Journalism Review has an article by Mark Glaser that asks "Will NPR's podcasts birth a new business model for public radio?" Glaser discusses two driving forces for NPR podcast initiatives - listener demand for portable audio and the opportunity to find a new business model for working with stations. "Previously, NPR's income was split evenly from fees paid for content by member stations (who raised money from pledge drives), and corporate and foundation underwriting spots," writes Glaser. "Podcasting gave NPR a new model for selling underwriting, and sharing the proceeds with stations." "We are actually working with a subset of stations that are providing audio to us, and we're organizing that audio in a central database, so we can put consistent inventory units around the audio," Thomas said. "And we would sell those inventory units to underwriters, and if we are successful with that, we would share that revenue with the stations. That's a different model than what we have on the radio. The whole principle is that we'll have to act differently on these new platforms because the model we have on the radio might not work in this world -- but we have to be in this world." At launch, NPR already had sold underwriting to Acura as a premier podcasting sponsor.
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