NPR GOES “RAD” • RADIO JOURNALIST TOM TAYLOR ANNOUNCES RETIREMENT

We have spoken often about the lack of transparency in the world of podcast analytics. 

As recently as last Monday, we discussed the differences between the various top podcast charts.

Now NPR, the nation’s top producer and publisher of podcasts, is entering the podcast measurement battle with RAD: Remote Audio Data [link]. RAD is a new initiative led by NPR with the help of several other podcast publishers. The goal is to give podcasters a better understanding of how many listeners they truly have and how long people are listening.

RAD is a welcome addition to an industry that has been held back by the lack of reliable usage stats. Advertisers need the kind of dependable podcast metrics that they have for online digital media and traditional media such as radio and television.

NPR began developing RAD in 2017. Earlier this year, NPR held an event for software developers, audio engineers, and advertising companies to fine-tune the RAD system before announcing deployment. 

Companies that intend to use RAD when it debuts in 2019 include Acast, AdsWizz, ART19, Awesound, Blubrry Podcasting, Panoply, Omny Studio, Podtrac, PRX, RadioPublic, Triton Digital, WideOrbit.

RAD’s methodology is based on shared listening metrics obtained from an inaudible code that is embedded within audio files. The RAD system is described in almost mind-numbing detail on the RAD site [link].

Joel Sucherman

In a press release, Joel Sucherman, Vice President, New Platform Partnerships at NPR, described NPR’s leadership role in developing the technology:

“Over the course of the past year, we have been refining these concepts and the technology in collaboration with some of the smartest people in podcasting from around the world." 

"We needed to take painstaking care to prove our commitment to the privacy of listeners, while providing a standard that the industry could rally around in our collective efforts to continue to evolve the podcasting space.”

RADIO JOURNALIST TOM TAYLOR IS RETIRING 

We have frequently mentioned Tom Taylor in our blog. In our opinion, Taylor is the Dean of Radio Reporting. He has published the Tom Taylor NOW newsletter in one form or another since 1987. NOW has become the most respected news source about radio broadcasting because of Taylor’s fact-based reporting, concise stories and love for the radio industry.

Taylor announced on Tuesday (12/11) that the final issue of the Tom Taylor NOW newsletter will be Friday, December 21.  An online archive NOW newsletters is available online [link].

Taylor has been very helpful to Spark News over the past three years. He has encouraged our work and shared his knowledge, contacts and story tips many times. Whenever Taylor featured one of our stories, we could count on 200 to 500 extra page views.

Taylor said in his Radio Goodbye sign off message:

Tom Taylor

“Yes, it’s time for me to retire. In my head, I may still think I’m a kid, but my odometer is about to roll over to a large round number (70).”

“I’ll miss this daily conversation with you, and I apologize for breaking the news to you this way. After programming and jocking for 16 years, I began writing about the industry in 1987. In three decades of covering the business, I’ve tried to be fair, to get the story right, and to be at least a bit entertaining.”

“Thanks for letting me be part of your life, every day. It’s been a privilege.”

Well done, Tom. Thank you for your valuable and heartfelt work.

HOW IS SPARK NEWS DOING?

Ken Mills, Editor & Publisher, Spark News

Perhaps you’ve noticed that when someone you respect is leaving the room it brings out the wanderlust in other people. Taylor’s retirement has had the effect on us.

We began this blog as an industry service in September 2014. Now, 1.050 daily posts later, we are pleased to say we have 300 to 500 page views each day. Though these numbers are substantial, they are far below the traffic required for advertising sales.

We know that many of our readers are decision makers in noncommercial media, particularly in the public radio system. We are looking at scenarios to become self-sustaining in 2019 without compromising our editorial vision and independent voice.

As 2018 nears its close, we want to thank our readers for their loyalty, advice and occasional criticism. We do this blog for you.