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Podcasting has been big for NPR for many years. They were early adapters to the medium and have never looked back. Now NPR projects podcast sponsorship revenue will soon overtake radio sponsorship revenue.
The Current is reporting that during NPR’s September membership meeting CFO Deborah Cowan said NPR has budgeted about $55 million in corporate sponsorship revenues from podcasts in fiscal year 2020. That’s about $5 million more than the roughly $50 million total that NPR projects to bring in from podcast sponsorship in 2019. Cowan said, “Podcasts have been a huge return on investment for us and a major growth engine for our business.”