Public radio stations are looking to tap into a large digital audience after reaching a new agreement with iHeartMedia, announced Thursday.
The deal allows more than 260 NPR member stations to stream their live programming on the iHeartRadio platform. Participating stations will split access to ad banner space on their individual landing spaces with iHeartRadio, allowing them to encourage listeners to donate.
Listening to public radio station online streams was once growing but flattened from August 2013 to August 2015. The new deal gives public radio stations access to iHeartRadio’s audience of more than 85 million registered users.
A search for “public radio” on iHeartRadio Friday turned up a few dozen stations, including WNYC, Oregon Public Broadcasting and WSMC Classical 90.5 in Chattanooga, Tenn.