First, unlike many other APIs, NPR’s core asset is audio. Our Story API pushes out full text, images, etc., but also links to audio. Although the full text could appear anywhere, they often link to the audio which still resides on our servers. Because we have comprehensive transactional audio sponsorship engines, every audio request (from the API or otherwise) is an opportunity for an audio sponsorship.

That said, the majority of consumption from the API is from NPR products. The API is a perfect case of NPR eating our own dog-food. The NPR News iPhone app presents API content to the users in an environment that NPR controls. That means that NPR can present banner and audio sponsorship with the API content in that (and other) platform(s).

Also, as Mark points out, NPR’s strategy is to extend reach as much as possible. Through viral distribution, NPR can hopefully reach new audiences, extending our brand and creating new revenue opportunities.

Finally, while revenue is very important to NPR, the proposition is different for us than other major media organizations like NYTimes (who also has an excellent suite of APIs). Because NPR is a non-profit with a public service mission, the API allows us to satisfy other key goals.

It’s basic economics, really. I haven’t seen recent figures, but my assumption based on past metrics is that the NPR audience has never been larger. If it remained “just a radio station,” it wouldn’t be able to compete in the digital age.