Lori Kaplan promoted to Vice President, Audience Insights Kaplan will lead the Audience Insights team's efforts to learn more about NPR's current audience, how to reach new audiences, and the ways NPR makes an impact on the public.

Lori Kaplan promoted to Vice President, Audience Insights

Wanyu Zhang/NPR
Lori Kaplan
Wanyu Zhang/NPR

Washington, D.C., Oct 28, 2022 - NPR's Chief Marketing Officer announced today that Lori Kaplan has been promoted to Vice President, Audience Insights. In this new role, Kaplan will lead the Audience Insights team in their efforts to learn more about NPR's current audience, how to reach new audiences, and the ways NPR makes an impact on the public.

"I'm delighted to be able to represent the innovative, driven, and highly-skilled members of the digital analytics and research teams and bring the insights they uncover day in and day out to this new position," Kaplan said. "Understanding our current and potential audiences has never been more important to shaping our future. Together, with the leadership team, we will convert data to decisions."

"Lori is uniquely qualified to lead NPR's audience insights and research team," said Smith. "She brings a combination of deep institutional knowledge, next generation audience fluency, and transformational leadership acumen to her new role. Lori is well respected for constantly going beyond reporting data to providing actionable insights that lead to mission-driven results and impact. Her promotion will elevate the voice of our audience in key strategic decisions across NPR.

Kaplan has dedicated over two decades of her professional career to inspire, provoke, and enable an audience-centered NPR. She has led research initiatives that have impacted all areas of NPR including content, marketing, sponsorship, development, the network, distribution, government relations, DEI, member partnership, and employee culture.

Kaplan has used her expertise and passion for the work to support NPR in all its endeavors, including our North Star goal to diversify our audience and better reflect America. Lori also invested in resources to create a baseline of knowledge of the consumer needs and interests across racial and ethnic groups and Generation Z and Millennials.

The Audience Insights team has been involved in and launched a series of firsts over the years: online surveys among Member stations to solicit feedback for NPR's strategic planning process; the NPR Listens audience research panel for access to quick turnaround feedback among audience members across platform; and pricing models to suit NPR's financial relationship to Member stations over the years. Kaplan also launched the first program-level broadcast tool (Act1 Systems), which helped NPR compete in the sponsorship space on the same footing as commercial networks. The team also developed a wide portfolio of digital analytics dashboards across the array of platforms where NPR content can be found.

About NPR

NPR's rigorous reporting and unsurpassed storytelling connect with millions of Americans every day — on the air, online, and in person. NPR strives to create a more informed public — one challenged and invigorated by a deeper understanding and appreciation of events, ideas, and cultures. With a nationwide network of award-winning journalists and 17 international bureaus, NPR and its Member Stations are never far from where a story is unfolding. Listeners can find NPR by tuning in to their local Member stations (npr.org/stations), and now it's easy to listen to our stories on smart speaker devices. Ask your smart speaker to, "Play NPR," and you'll be tuned into your local Member station's live stream. Your speaker can also access NPR podcasts, NPR One, NPR News Now, and the Visual Newscast is available for screened speakers. Get more information at npr.org/about and by following NPR Extra on Facebook, Twitter and Instagram.

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