American Public Media’s Marketplace, the 31-year-old radio show that has become a fixture of public radio, is casting its sights on commercial radio. It is launching a new daily feature that will not only target broadcast listeners but also podcast consumers. The Marketplace Minute will be a one-minute economic news report distributed nationally through a partnership between American Public Media and Westwood One. It is the first time a public media entity has partnered with a commercial audio network to distribute a news product in these formats.
The two companies stress that the editorial vision of Marketplace isn’t changing despite the jump into commercial radio. Marketplace Minute will be produced and created by Marketplace, with its team of reporters writing and producing the segments along with other members of the Marketplace editorial team as determined by the news of the day. It will then be distributed three times each weekday by Westwood One. The producers say the stories will focus on providing up-to-the-moment economic news in a quick, digestible format in the same accessible style that has appealed to public radio listeners for three decades.
“Now more than ever, it’s clear every American needs to understand the economic realities we face,” said Deborah Clark, SVP/General Manager of Marketplace. “This partnership will help us realize our mission of raising the economic intelligence of the country by bringing new audiences to our storytelling. We’re in a critical time for smart, nonpartisan, solutions-based journalism, and we want to reach audiences where they are. To that end, commercial radio is a logical distribution extension.”
Marketplace Minute will also be available as a podcast and as a flash briefing on Amazon Alexa devices. Listeners will get updates mornings, midday and in the afternoon after the markets close.
There’s good reason for Westwood One to connect with the Marketplace brand. The program — which airs on more than 800 local public radio stations — averages more than 14 million weekly listeners on radio and digital. And according to a 2014 survey, its audience had an average annual income of $101,000.
Westwood One President Suzanne Grimes said Marketplace Minute will offer “crisp radio segments and easily accessible podcasts and flash briefings” that will appeal to radio listeners on commercial radio. “Marketplace is one of the most respected names in business news, and we are honored to partner with them to support their important work,” she said.