The drivetime listeners are gone, sending NPR’s radio ratings into the sub-sub-basement. Yet NPR is reaching 10 percent more people than at the same time last year. What gives? “Bringing a younger, more diverse audience into the NPR fold means reaching listeners on the platforms they’re already on — whether that’s putting podcasts on Spotify, music on YouTube, or newsy explainers on TikTok. … Executives are putting two and two together from the demographic reports and, bubbling up from the bottom, junior producers and interns want to produce content that their digital-native friends will actually see.” – Nieman Lab