National Public Radio examined behavior data generated by users of its NPR One app to unearth some insights into the consumption of local content. In a blog post by Tamar Charney, Acting Managing Director of NPR One, she reveals that the length of a newscast matters in terms of retaining audience attention, a lesson applicable to both radio news broadcasters and podcasters alike:
There is a sharp drop off in newscast listening when a cast exceeds five minutes. Two minutes long works as well as four, but once you get to five minutes you have hit a cliff. This means you don’t have to create big, long complicated newscasts to give listeners the information they are seeking about the headlines in their community.