There’s no such thing as a 9-to-5 shift in a newsroom, especially not for the staff of Peabody Award-winning newsmagazine Morning Edition. Overnight news coverage is the NPR standard—one which our audience expects from us, especially as we move into election season.
So how does the staff of Morning Edition do it? It’s a finely tuned process that has been perfected over the years, so let’s take a look inside.
Morning news anchors operate in an entirely different world from the horde of nine-to-fivers. Not only are they fully awake at 3:00, 4:00 a.m., but they’re also competent in the brain, reporting, enunciating, and downright upbeat at that pitch-black hour.
Dedication, Grit & Overnight News Coverage
Morning Edition airs live on weekdays between 5:00 a.m. and 9:00 a.m. ET (a little NPR secret: you can’t make a 5-to-9 show happen if your staff only works 9-to-5). This means the show has to be staffed around the clock.
That’s not a joke—Morning Edition is staffed 24 hours a day. But how?
The show is split up into three shifts:
The morning shift: these staffers are in the office typically between 4:00 a.m.-12:00 p.m.; this is the shift that sees stories come to fruition.
The day shift, typically somewhere between 8:00 a.m.-5:00 p.m.
And last but certainly not least…
The overnight is something of a tall tale in the world of NPR. Overnight staff is on duty 11:00 p.m.-7:00 a.m., so most day staffers hardly ever even interact with the overnighters. This begs the question…do they even really exist?
The answer, of course, is yes, and they are arguably some of the most dedicated journalists at NPR. Overnight news coverage is an essential component of the NPR brand. The news doesn’t sleep, so neither do we.
Dedication Across the Board & Political Sponsorship Opportunities
This level of conviction extends past the overnight to all of our journalists, most notably with our politics team. With the conventions wrapping up, NPR’s political correspondents–including Asma Khalid, Sam Sanders & many, many more–have been working tirelessly to ensure audiences are in the know.
Moving forward, correspondents will extend the same level of commitment through debate season and into live election coverage come November, making NPR Politics the perfect sponsorship opportunity for brand alignment.
Learn how you can align your brand with NPR’s political coverage.
4 Questions Marketers Asked Us About Voice-Activated Smart Audio
Voice-activated smart speakers – Amazon’s Alexa devices and Google Home – started hitting the market just over two years ago. Already, they’ve found their way into more than 20 million U.S. homes – an adoption rate...
A Summer of New NPR Podcasts from America's #1 Publisher
This Summer, NPR is filling your road trips and vacations with five all-new titles spanning comedy to science and news for kids, and a new season of NPR’s hit podcast Invisibilia. Check out the summer releases, including four named to Vulture’s...
NPR Named Brand of the Year, Most Loved, Most Trusted News Service Agency
It’s often said at NPR that the organization holds “the hearts and minds of our audience.” A lofty proposition, to be sure. And one NPR was honored to have affirmed once again this spring. A...