Traditional media outlets still struggle to garner financial support from their increasingly fragmented audience. How is public media giant NPR excelling in the face of digital publishing?

While the rest of the traditional news media is fighting to hold on to an increasingly fragmented audience, NPR is the only legacy organization experiencing audience growth. Public radio now draws nearly 34 million listeners a week. At the same time, like other media outlets, we’re pushing like crazy to connect with listeners who are looking for news in new places and on new platforms. We’re committed to our radio core and to building a second core in digital. In doing so, we are finding that we’re expanding our total audience. Mobile is turning out to be a huge growth engine for us: We’re getting more than 20,000 page views a month and that’s excluding iPad users, one in five of whom have already downloaded our app.

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