Consumers are consciously curating their media choices, migrating towards subscription-based platforms with limited ads and to media brands they trust. At the same time, advertisers are stepping up efforts to place their brands in trusted environments. This has created a challenge for media brands seeking sponsors and advertisers seeking to build an opt-in audience and to market themselves as trusted. I discussed this with Meg Goldthwaite, CMO of NPR, and Gina Garrubbo, who heads up sponsorships via subsidiary National Public Media (NPM).
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