It may not carry much advertising, but that doesn’t mean NPR
is against the idea. The highbrow radio organization is launching its first
advertising campaign in four markets this month. It hopes to increase
visibility and attract more listeners for both its broadcast and online
programming.
According to mediapost.com, the campaign, which is scheduled
to last three months, includes TV, billboards, rail transit, print and digital
advertising. It will promote the local public radio station carrying NPR in
each market, including KERA in Dallas-Fort Worth, WFYI in Indianapolis ,
WMFE in Orlando , and KPBS in San Diego .
Created by Baltimore-based branding and communications
agency Planit, the campaign targets adults ages 25-44 with at least some
college education and is being funded by a $750,000 grant from the Ford
Foundation.
While it doesn’t rely on advertising revenue for support, NPR faces the same kind of competition from online audio as big commercial broadcast radio groups.
While it doesn’t rely on advertising revenue for support, NPR faces the same kind of competition from online audio as big commercial broadcast radio groups.
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