Aim Is To Bolster Revenue at Member Stations
According to a posting by Neal Ungerleider at fastcompany.com, the move is part of a much larger and audacious plan on NPR's part: The idea that local public radio affiliates can be transformed into news portals on par with local newspapers.
As for the advertising network, NPR's new project one-ups Google and other giants of the online ad industry. One of the keystones of the network will be the ability for NPR to place locally targeted sponsorship buys inside audio streams--essentially allowing advertisements to be placed inside live streams of NPR affiliate programming.
FAST COMPANY: Why The NYTimes Should Go NPR