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Innovation: 2023 Annual Report
WBUR is delivering stories, news, analysis and experiences in fresh ways.
2023 marked a full year of WBUR's daily news and culture podcast, The Common. Host Darryl C. Murphy explores what's top of mind for Greater Bostonians — across our neighborhoods and our newsroom. Each 10- to 15-minute episode features conversations with WBUR reporters, newsmakers and people out in the community.
Whether it’s politics, changes in college admissions, inequities in loan forgiveness, transportation or making okra the star of Thanksgiving, The Common invites listeners into a warm conversation about what makes this region tick. Because of that distinct perspective, the podcast has earned more than 90,000 monthly downloads — more than tripling over the past year.
WBUR also launched Field Guide to Boston this fall, exploring the city's neighborhoods and rich culture. The thoroughly researched stories and guides capitalize on the expertise of WBUR journalists and give people an opportunity to feel more connected to their community and one another. While providing insightful and engaging information you can use, Field Guide also drew new people into the WBUR fold.
ADAPTING TO REACH MORE PEOPLE
We also launched a new WBUR listening app in 2023, where audiences can listen live and on demand in a more accessible and enjoyable way. The app allows mobile notifications and WBUR now reaches out to people directly to alert them to the best stories of the day. We have 25% more people using the new app compared to the previous version, and these people are listening much longer.
We're also reaching more people through a revised format of the daily Here & Now podcast. Instead of publishing both hours of the program in podcast feeds, WBUR created a cohesive, 25-minute package of the program called Here & Now Anytime. Listeners can get up to speed on news and information they need through this distinct on-demand experience. In its first year, listeners have more than doubled.
With these new outreach strategies, we are delivering information and experiences to more people — loyal supporters of WBUR as well as people discovering us for the first time.