NPR builds its video strategy around creators and direct audience relationships

NPR is expanding its use of video and outside creator partnerships as it seeks stronger digital relationships with audiences, Nieman Lab reports. In a new interview, chief content officer Nadine Zylstra describes the organization’s partnership with technology journalists Casey Newton and Kevin Roose for their independently owned show Machine Gods.

NPR will support distribution and sell sponsorships, while the creators retain ownership. The program is also scheduled to reach member-station radio audiences in January. The interview offers a view of how NPR is balancing discovery on outside platforms with investment in its own app and audience connections. The partnership was announced earlier this month; Tuesday’s report adds the strategic context.

Read the full story at Nieman Lab →