NPR BOOKS 'SUMMER OF LOVE'
Dynamic Sponsorship Opportunities
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NPR BOOKS’ SPECIAL SERIES: 'SUMMER OF LOVE'
An Integrated Presence Across Platforms
 Coming Summer 2015, NPR Books will launch ‘Summer of
Love,’ a dynamic destination on NPR.org featuring curated
summer reading lists.
 NPR can work with a sponsor to create a dynamic summer
sponsorship package, including on air and digital
extensions
On Air Sponsorship Opportunities
 Series segments will air across leading NPR programs
and newsmagazines, which may include:
― Morning Edition
― All Things Considered
― Weekend Edition
― The Diane Rehm Show
 Sponsor receives one (1) :15 spot adjacent to each
special series segment
Photo credits: Tumblr
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NPR BOOKS: CROSS PLATFORM SPONSORSHIP
Supporting Presence Across NPR Digital Platforms
 NPR Books section on NPR.org features readingrelated destination content, including:
― Critics’ lists
― Recommendations from NPR staff
― Book reviews
― Author interviews
 All NPR Books content on NPR.org is completely
responsive across desktop, mobile and tablet
Digital Sponsorship Extensions
 Creative placements include 300x600 banners
across the NPR Books topic page, including 100%
SOV of the “Summer of Love” series content
 Sponsor receives audio recognition of up to :15 in
select NPR Podcasts, as well as :30 mid-rolls in
NPR’s Fresh Air and Pop Culture Happy Hour
podcasts
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READERS’ POLL AND BOOK LISTS RETURN
Readers' Picks to Build NPR Books Top 100 List
 As part of the “Summer of Love” series, NPR Books
will re-launch its popular readers’ poll to select the
top books under the “Summer of Love” theme
 The poll includes heavy social media promotion,
including an expert judging panel who will narrow
down readers’ selections, followed by a final vote
for the top picks
Custom Sponsorship Opportunities
 NPR will recognize a sponsor as the exclusive
sponsor of the Top 100 list, alongside a 300x600
or 300x250 co-branded banner
 Sponsor can promote the Top 100 list and
partnership with NPR on its digital platforms,
selecting 10 books to promote each week
In 2011, the Top 100 Science-Fiction/Fantasy poll received
5,000+ user submitted nominations and 60,000+ votes
Photo credits: Tumblr
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NEW BOOKS SERIES: ‘MORNING READS’
Books Club Airs on Morning Edition
‘Morning Reads’ will feature a book selected by a
special guest who will invite listeners to read the book
and then join Morning Edition for an on-air reading club
one month later.
On-Air Opportunities
 Series segments will air across Morning Edition, the
nation’s #1 morning drive program with 11.8 million
monthly listeners
 Sponsor receives one (1) :15 spot adjacent to each
special series segment
Digital Extensions
 Prominent online sponsorship presence through
banner placements on relevant program pages and
the special series hub
 Creative placements include audio pre-roll synched
with visuals, 300x600, 300x250 and 88x31 creative
Source: ACT 1 based on Nielsen Audio Nationwide Spring 2014, Persons 12+. Based on broadcast times of 6a-9a for Morning Edition
© 2014 The Nielsen Company. May not be quoted or reproduced without the prior written permission of Nielsen
AUDIENCE PROFILES
Reaching Avid and Engaged Readers with NPR Books
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NPR LISTENERS ARE AVID BOOK READERS
Literary Habits of NPR Listeners
 Friends and family often ask for and trust NPR listeners’ advice on books (index 136)
 NPR listeners are considered Super Influential Consumers when it comes to books (index 163)
 NPR listeners read books at least twice a week (index 173)
 65% purchased books in the past 12 months (index 137)
 Listeners are more likely to have purchased 25+ books in the past 12 months
(index 157)
Online Book Purchases are Surging
 38% of NPR listeners purchased books online in the last 12 months (index 198)
 NPR listeners were more likely to download books to their tablets/e-readers, in the last
30 days (index 165)
 NPR listeners read books on their tablets and e-readers more in the last 30 days than
rest of the U.S. population (index 185)
Sources: GfK MRI Doublebase 2014
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NPR.ORG USERS ARE ACTIVE READERS
Among NPR.org users:
 83% read a book in the last year (index 126)*
 72% purchased books online in the last 12 months*
 53 % read e-books (on Kindle, Nook, etc.) in the last year (index 144)*
 More likely to search online for audio books in the last 6 months (index 129)
 More likely to access digital books through mobile apps (index 147), at least once a month (index 147)
In the past year…
 NPR.org users are 119% more likely to participate in a book club one or more days*
 NPR.org users are 65% more likely to have spent $500 or more on books*
Sources: comScore Plan Metrix, 3-month average July-Sept 2014. Composition Index, U.S. and
*2014 Ipsos Affluent Survey, based on U.S. adults with HHI $100,000+
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READING ACROSS A RANGE OF GENRES
NPR listeners are more likely to read:
NPR listeners
History Total U.S. Adults
Biography
Novel
Personal/Business self-help
Science Fiction
Mystery
Cookbooks
Children's books
0
50
100
150
200
250
Source: GfK MRI Doublebase 2014
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NPR LISTENERS ARE BUYING BOOKS
In the last 12 months, NPR listeners have purchased:
NPR listeners
Audiobooks*
Total U.S. Adults
Books online
25+ books
0
20
40
60
80
100
120
140
160
180
200
Source: GfK MRI Doublebase 2014
CONTACT
NPR Sponsorship
[email protected]
202.513.2093