What CMOs Can Learn from a 93-Year-Old Public Radio Station
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Walking around the studios of New York Public Radio in New York City, you’re confronted with conflicting realities: one symbolized by a primitive radio microphone from 1924 and the other by an advertising poster from 2016 with the headline, “More Influential than Russia.” As pioneers of FM broadcasting, it’s not surprising that New York Public Radio is the largest public radio station group in the United States. What is surprising is that the station is one of the largest podcast producers. Its content arm, WNYC Studios, generates more than 36 million downloads a month from over 20 different shows.
WNYC’s transformation from a traditional regional broadcaster to a multiplatform media powerhouse offers lessons for just about any marketer, especially those seeking to become content providers. Setting the stage for our extensive conversation, Peter Weingard, CMO of New York Public Radio, explains, “It’s like being in a new business all of the time because what the business looks like today is not what it looked like a year ago.” This enlightened perspective is just the beginning of Weingard’s CMO-worthy insights.
Redefine your category
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