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It’s a way to hook in younger listeners, according to CEO Jarl Mohn, who was interviewed by Amplifi Media CEO Steve Goldstein at the NAB Show, Monday. The average age of an NPR podcast listener is 33 according to Mohn. Not a bad entry point to NPR when you consider the average age of a listener coming through NPR.org is 43 and the average age of a listener to the network is 53.
Mohn said podcasting is a high-growth area for NPR. The company has been in the space now for 14 years. “We believe in podcasting and we invest a lot of money in podcasting. We can build our brand with podcasting. There’s terrific upside. Podcasts offer us a great opportunity to cross-promote.”
Mohn says research he’s looked at shows that listeners to podcasts listen to seven shows per week on average.