NPR Unveils Digital Overhaul, New Shows at IAB Podcast Upfront

At the IAB Podcast Upfront, NPR President/CEO Katherine Maher and Chief Content Officer Nadine Zylstra presented a three-lane programming strategy to advertisers. The plan focuses on expanding major franchises like "Morning Edition," "All Things Considered," and "Tiny Desk," while also developing new shows and recruiting external creators. "The Indicator from Planet Money" will move to Saturdays this winter, and "Your Turn with Allison Aubrey," produced with WBUR Boston, launches in mid-October. The tech show "Machine Gods" will debut as a podcast on Oct. 19 and later be distributed to member radio stations. NPR reaches 42 million weekly listeners and operates 243 newsrooms. Zylstra, who joined in June after roles at Sesame Street, YouTube, and Pinterest, emphasized that media habits have changed, requiring a reimagined content plan. Maher highlighted the deep relationships listeners have with NPR hosts and reporters, and Scott Davis, SVP of NPR Corporate Sponsorship at National Public Media, noted that 90% of listeners take action based on what they hear, a 15-year high. The organization aims to capitalize on its network and expand into video alongside audio.