Audio to Audio: Finding Your Podcast Audience Through Other Podcasts

After testing and experimenting on all marketing channels, NPR has concluded that growing your podcast listeners is best through other podcasts. In this session on audio promotions, NPR's marketing team will discuss key takeaways and best practices in both paid and owned media. We’ll share our insights on which podcast genres, promo structures, lengths, and language tend to better convert listeners to our shows based on paid campaigns and our analysis of NPR’s 80+ cross-promotions played throughout our entire podcast portfolio.