“This American Life” leaves NYT for NPR; slims ad load

Here’s this from Ira Glass, host of top radio/podcast property This American Life:

 

“Every press release in the world says the word ‘thrilled,’ and you’re like, ‘Thrilled? Really?’ But let me say sincerely: We are thrilled.” –Ira Glass, host, This American Life

 

He’s talking about a newly announced change which will move stewardship of This American Life ad sales from The New York Times to National Public Media (NPM). This American Life ranks #16 in the current Podcast Industry Ranking from Podtrac, and #6 in the Top 50 Podcasts in the U.S. from Edison Research. It boasts an audience of two million unique listeners, and serves 3.6-million downloads and streams in June. (Also from Podtrac.)

Interestingly, going forward the podcast will sell one midroll sponsorship message per episode. It will be voiced by host Ira Glass, and the idea is to offer brands “to align with one of public media’s most beloved and recognizable voices.

Glass praised NPM — the national sales organization for American public media — for recognizing the potential of his show. He also observed that the shared public radio roots, in particular the distinguished sound of public radio and podcast advertising, will match the tone of his show.

“NPM was an early leader in podcast sponsorship sales and we are extremely proud to add an iconic podcast like This American Life to our offering,” said NPM Senior VP of National Sales Scott Davis.

Assemble Partners, an ad agency which has developed innumerable ad campaigns with National PUblic Media, commented on this deal as well:

“Once in a long while in business, a marriage comes along which is just perfect, where the union makes each party better,” said founder David Heller. Putting the NPM sales team, with their high level of expertise, service and creativity, together with the podcast that taught the world what great audio storytelling is, seems like it might be a combo made in heaven.”

This American Life will continue its collaborative partnership with WBEZ Chicago.


Brad Hill