NPR, WNYC to participate in second podcast upfront

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The Interactive Advertising Bureau announced Wednesday that NPR and WNYC will be among the participants in a podcast upfront Sept. 10 in New York City.

Unlike a previous podcast upfront staged by NPR, WNYC and Chicago’s WBEZ in New York in April — which was more like a celebration of public media podcasts and included podcast fans that won passes to the event— the IAB event will be only for invited advertising executives. They’ll get a “sneak peak (sic) at new content developments from each presenting company in 20-minute segments,” according to a press release.

Presenters at the upfront will include Serial, This American Life, TED Radio Hour, Radiolab, Freakonomics Radio and Planet Money.

“More and more advertisers are incorporating audio programming into their digital marketing strategies, given the growing popularity of podcasts and their highly-engaged audiences,” said Carl Kalapesi, v.p., industry initiatives at IAB, in a press release. “The individual and intimate listening experience enjoyed by podcast listeners provides a unique vehicle for brands to connect with consumers.”

Panoply — Slate’s podcasting network — and podcast advertising-sales companies Midroll, Podtrac and AdLarge will also be at the upfront, which will be held at WNYC’s Jerome L. Greene Performance Space.

NPR said this week that it will launch a new podcast, Hidden Brain, in September. And WNYC plans to debut its new podcast and radio show produced with The New Yorker this fall.

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