Rather than cede to audio streams and downloads, WNYC-FM, New York’s powerhouse public radio station, invested heavily in producing podcasts of its own. The 2015 creation of WNYC Studios has given rise to “The New Yorker Radio Hour”; a “Radiolab” spinoff focused on the Supreme Court; and the health podcast “Only Human,” among others. The podcasts are distributed to other radio stations, and are also available via podcasting sites and services – boosting WNYC’s profile and money-making possibilities, while answering consumer demand for longform audio programming.
WNYC can leverage the podcasts to expand its audience reach and revenue streams. In producing podcasts, WNYC is providing longform storytelling that isn’t feasible on traditional radio.