×

NPR Sets Launch of ‘Up First’ Morning Podcast

NPR has a new “Morning Edition” at the ready.

Starting Wednesday, April 5th, the public broadcaster will release “Up First,” a ten-minute daily news podcast culled from the opening moments of its popular terrestrial A.M. counterpart. Hosts David Greene, Rachel Martin and Steve Inskeep will talk with NPR journalists and correspondents to preview the stories they believe will figure most prominently in the news cycle. “Up First” will be available via any method of podcast distribution, including NPR’s own NPR One app, Apple’s iTunes and Amazon’s Alexa.

“We will have been up all night sifting through all this myriad of news to find the smartest takes and the most important stories,” explained Sarah Gilbert, executive producer of “Morning Edition,” in an interview. “We will put it out to the world in an on-demand format.”

NPR is eager to cultivate a younger audience, but realizes a rising generation of news aficionados doesn’t necessarily get its information from traditional outlets. “We know from surveys we’ve done and some other data that the on-demand audience is younger than the core terrestrial radio audience,” said Neil Carruth, NPR’s general manager for podcasting. “We are hoping to reach people who are younger, people in their 20s and 30s. These are people who are interested in high-quality, trustworthy information about their world. They want to stay informed.”

NPR already offers podcasts such as “Code Switch,” a conversation about race and identity, and “How I Built This,” a show that focuses on business innovation, but building an extension into the format using its flagship morning broadcast suggests the broadcaster is ready to use its best-known programs to win new attention. Like its other podcasts, “Up First” will have some form of sponsorship, said Carruth, though he declined to offer specific details.

“Up First” will essentially present the first minutes of “Morning Edition,” said Gilbert.  “We are very keen to pick up the next generation of news junkies,” she said.

 

 

 

 

Popular on Variety

More Digital

  • Mission - Impossible - 1996

    Stan Australian Streamer Inks Content Deal With Paramount

    Stan, the Australian streaming video firm owned by Nine Entertainment, has signed a content supply deal with Paramount Pictures. The multi-year agreement adds to Stan’s line up of arrangements with Hollywood suppliers that already includes MGM, Disney, and Lionsgate. Subscription video has taken off hugely in Australia, where there are now an estimated 12.3 million [...]

  • Good Boys Movie

    ‘Good Boys’ Again Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by the always-on TV ad measurement and attribution company iSpot.tv, Universal Pictures claims the top spot in spending for the second week in a row with “Good Boys.” Ads placed for the comedy had an estimated media value of $4.42 million through Sunday for [...]

  • Janice Lee

    Asian Streamer Viu Adds Wattpad Development Deal

    Multi-territory Asian video streaming service Viu has struck an original content deal with tech-driven story firm Wattpad. Together they aim to develop film and TV series under the Viu Original label. Canada-based Wattpad hosts a vast library of user-generated stories, with a claimed user base of 80 million, including 22 million in the Asia Pacific [...]

  • Oculus Go Product Shot

    Former Oculus Head of Mobile VR Max Cohen Leaves Facebook

    Early Oculus staffer Max Cohen, who at one point led mobile product for the VR unit, has left Facebook this week, Variety has learned. Cohen’s departure is just the latest staff defection for Facebook’s VR team, which recently also lost its head of VR product, Oculus co-founder Nate Mitchell. A Facebook spokesperson declined to comment. [...]

  • YouTube logo

    YouTube Reportedly to Stop Targeting Ads in Videos for Children

    YouTube is finalizing a plan under which it would no longer serve targeted ads in videos that are popular with kids, Bloomberg reported, citing anonymous sources. The move is intended to appease U.S. regulators that have been investigating whether YouTube violated privacy laws that prohibit online services from collecting data on children, according to the [...]

  • Facebook

    Facebook Looking to Hire Journalists for Curated News Section

    Facebook is looking to assemble a small team of journalists to help curate a news tab within its app. The team of 10 media professionals will complement algorithmic curation, and highlight the top stories of the day, according to a New York Times report. “We are building a new surface for news that will give [...]

  • Best Podcasts: 14 Podcasts You Should

    14 Podcasts You Should Be Listening to

    Here are a few of the informative, funny, thrilling and downright addictive podcasts that deserve your listening attention. Read Variety’s cover story, a deep dive into the podcast revolution with Conan O’Brien, right here. CaliphateThe New York Times Rukmini Callimachi’s reporting about the Islamic State is harrowing boots-on-the-ground journalism at its finest. Conan O’Brien Needs [...]

More From Our Brands

Access exclusive content