April 2, 2010
Danielle Deabler, NPR




NPR today announced the launch of the NPR App and a fully optimized website for the iPad. The site and app are both free of charge and offer two entirely new and distinctive ways to access and experience NPR's signature multimedia content.

Using a magazine-style presentation, the NPR App highlights News, Arts & Life, and Music content, all core editorial strengths for NPR. It is also the ideal destination to discover hundreds of NPR stations and their programs. The website features all of NPR.org's content, including its signature photo journalism, but has been optimized for the touch screen and given a more prominent audio player on the assumption that listening will be a key part of the iPad experience.

"Our surveys indicate that a large number of NPR listeners will also be heavy iPad users, and so we aggressively pursued a web/app experience for launch," said Vivian Schiller, president and CEO of NPR. "Both the iPad App and website extend the personal relationship our audience has with NPR in an engaging and compelling new way."

The app and site each load audio players created exclusively for the iPad, making listening easier and giving users more control with play/pause, resume and scrub options. The audio players can keep stories in play mode while users explore other aspects of the app or site, including reading stories or viewing images or photo galleries. In both the app and site, the player remains visible whenever audio is playing, providing a constant companion listening tool that references the story or stream as users browse.

"The iPad represents the perfect marriage between our online and audio storytelling," said Kinsey Wilson, senior vice president and general manager of NPR Digital Media. "We've created an immersive experience that gets us closer to the classic NPR driveway moment than anything we've previously done in the digital space. And thanks to some of the technical innovations we've made in the past year, we were able to be up and running at the launch of iPad."

Features of the NPR App for iPad:

·Visually stunning experience
·In focus and organized by News, Arts & Life, and Music
·Takes full advantage of the iPad’s innovative multi-touch user interface and gesture-based navigation
·Navigation bar that puts users in control of their audio experience: NPR and station audio, more than 1,000 live streams and playlist
·Magazine-style presentation that invites users to browse, think, reflect, imagine and be entertained
·Captures popular features of the NPR News App for iPhone and iPod Touch, including playlist, station finder, bookmarking station favorites and sharing

Features of the NPR website optimized for iPad:

·Showcases NPR photo journalism and photo galleries
·Improved audio control function persists at the bottom of each page, moving with users as they travel from page to page
·Convenient tap gesture controls

NPR launched today with two exclusive sponsors on iPad. Both the app and site present a new direction for corporate sponsorship, creating more impact for the sponsor without intruding in the user experience. Tailored to the iPad's new format during the initial launch period, sponsors' messages will be presented as visually appealing full-page spreads that appear only once per session, always offering the user the ability to close them. Additionally, a sponsor logo will appear discretely at the bottom of each page and can be expanded to view the sponsor's full message.

The NPR App is available for free from the App Store on iPad or at: ipad.npr.org/recommendnprforipad The website can be accessed by typing NPR.org in the iPad's Safari web browser or through search engines or social media links.

Following on the success of NPR's award-winning NPR News App for iPhone, NPR turned again to Bottle Rocket Apps to develop the NPR App for iPad. The NPR News App for iPhone (now in version 2.0) has remained among the top three free news apps since its August 2009 launch.

MEDIA PLEASE NOTE: Screen shots, video and extras are available at: npr.presslift.com/npripad

About NPR
NPR, named one of the world's 50 most innovative companies by Fast Company for two years running, is an award-winning, multimedia news organization and an influential force in American life. In collaboration with more than 900 independent public radio stations nationwide, NPR strives to create a more informed public – one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures.

About Bottle Rocket Apps
Bottle Rocket Apps – www.bottlerocketapps.com – is dedicated to creating high quality iPhone and iPad applications. Known for such Top 100 apps as Voxie and Wings, Bottle Rocket Apps also develops custom apps for companies using its unique publishing platform. With extensive design and development know-how, Bottle Rocket Apps, based in Dallas, TX, is a highly accessible, mobile media company.