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NPR Plans New Morning Service for 25-44 Demo

NPR Plans New Morning Service for 25-44 Demo

NPR says it will launch a new morning news and information service, including a morning program to begin airing in September.
Aimed at adults 25-44, the service will be introduced to the public starting in March through what NPR calls a digital media “open piloting” process. The network said it launched this process to “test-drive” show ideas and get feedback from listeners.
The new service will extend across various media platforms and the program will act as a launchpad for a variety of original cross-platform content, including video, NPR said.
“A two-hour morning drive time radio show, the core of the content service, will roll out on selected stations in September through their broadcast radio stations, their digital HD Radio multicast channels and their Web sites,” NPR stated. “It will also be available online and on satellite.”
The announcement came from CEO Ken Stern, who said while “Morning Edition” is a “tremendous success,” it doesn’t fit all needs of all listeners.
“The 25-to-44 age group is underserved by the media and seeking smart, thoughtful content relevant to their lives,” he stated. The organization also said it is planning a “significant investment” in resources, including hiring hosts and staff, and will use its New York Bureau as production headquarters.