There’s no such thing as a 9-to-5 shift in a newsroom, especially not for the staff of Peabody Award-winning newsmagazine Morning Edition. Overnight news coverage is the NPR standard—one which our audience expects from us, especially as we move into election season.
So how does the staff of Morning Edition do it? It’s a finely tuned process that has been perfected over the years, so let’s take a look inside.
Morning news anchors operate in an entirely different world from the horde of nine-to-fivers. Not only are they fully awake at 3:00, 4:00 a.m., but they’re also competent in the brain, reporting, enunciating, and downright upbeat at that pitch-black hour.
Dedication, Grit & Overnight News Coverage
Morning Edition airs live on weekdays between 5:00 a.m. and 9:00 a.m. ET (a little NPR secret: you can’t make a 5-to-9 show happen if your staff only works 9-to-5). This means the show has to be staffed around the clock.
That’s not a joke—Morning Edition is staffed 24 hours a day. But how?
The show is split up into three shifts:
The morning shift: these staffers are in the office typically between 4:00 a.m.-12:00 p.m.; this is the shift that sees stories come to fruition.
The day shift, typically somewhere between 8:00 a.m.-5:00 p.m.
And last but certainly not least…
The overnight is something of a tall tale in the world of NPR. Overnight staff is on duty 11:00 p.m.-7:00 a.m., so most day staffers hardly ever even interact with the overnighters. This begs the question…do they even really exist?
The answer, of course, is yes, and they are arguably some of the most dedicated journalists at NPR. Overnight news coverage is an essential component of the NPR brand. The news doesn’t sleep, so neither do we.
Dedication Across the Board & Political Sponsorship Opportunities
This level of conviction extends past the overnight to all of our journalists, most notably with our politics team. With the conventions wrapping up, NPR’s political correspondents–including Asma Khalid, Sam Sanders & many, many more–have been working tirelessly to ensure audiences are in the know.
Moving forward, correspondents will extend the same level of commitment through debate season and into live election coverage come November, making NPR Politics the perfect sponsorship opportunity for brand alignment.
Learn how you can align your brand with NPR’s political coverage.
Tips for Your Next Podcast Buy from Top Industry Professionals
Some of the industry’s top podcast buyers – from Ad Results Media to the team at Squarespace – are achieving 2.5-3x ROI on their marketing spends, and feeling confident about this brand safe platform in...
Join NPR at the 2018 RAIN Podcast Business Summit
As podcasting continues to grow, it’s important that the business model evolve as well. This week in New York, leaders from NPR and its podcast sponsorship team at National Public Media will join fellow podcast...
NPR.org Sponsorship Practices Shine with Release of Google Chrome Ad Blocker
The most-used web browser in market – Google Chrome – is working to raise the bar for digital advertising through the roll out of its Ad Blocker features, which enforce standards set by the Coalition...