NPR Plans New Morning Show
January 3, 2007 at 11:24 AM (PT)
NPR is preparing to launch a second news-and-information morning show targeted to adults 25-44. The new show will be introduced after testing of the concept in a digital media "open piloting" process ("NPR ROUGH CUTS") in MARCH and will launch on selected terrestrial radio and HD RADIO stations and streaming audio in SEPTEMBER. The new program will be based at the network's NEW YORK bureau.
NPR's "MORNING EDITION" claims an audience of 13 million weekly listeners, and the new show, says CEO KEN STERN, is a recognition that "one size doesn’t fit all when it comes to news and information. The 25-44 age group is underserved by the media and seeking smart, thoughtful content relevant to their lives. With more than 7 million of them already embracing public radio and the public service it offers, this is a logical opportunity for NPR. We are committed to providing content that will speak to this critical audience about the issues, interests, values and choices of importance to them, grounded in the journalism of NPR NEWS."