PRX and PRI, two of the four U.S. national distributors of programming for public radio stations, are merging to gain more leverage in the podcast/other digital formats marketplace. National Public Radio and American Public Media, the other two distributors, are much larger. PRI (Public Radio International), founded in 1983, produces programs such as “The World” and “The Takeaway” for 700 public radio stations. PRX (Public Radio Exchange) started in audio distribution but now focuses on podcasts. Continue reading Public Radio Distributors to Merge in Push for More Podcasts

As podcasts continue to grow in popularity, more journalists and major media brands are turning to the format. Behind much of the format’s growth is the embrace of native advertising — ads that reflect the tone of the podcast as hosts discuss products during their show or even report on brands as ad spots. Blurring the line between advertising and news has led to a clash between those coming from public radio and those coming from commercial radio. Regardless, evidence suggests that native advertisements are effective. Continue reading Podcasting Embraces Native Ads, Blends Story and Sponsors