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NPR Teams With Luminary On New Podcast Subscription Offering.

Subscription podcasts created by NPR continue to pop up in new places. After launching its own channel on Apple Podcast Subscriptions and its own NPR Plus this summer, NPR is now teaming up with the subscription podcast platform Luminary to launch a new Guy Raz-hosted series.

Wisdom from the Top debuted this week and for the first seven days its episodes will only be found on the Luminary app or Luminary’s own subscription channel on Apple Podcasts. After that one week window, the series will then be available across all podcast apps. While Luminary has not been much of a player in podcasting so far, Apple said last week that it has become the second largest paid channel on the four-month old Podcast Subscriptions.

"Guy Raz has defined this genre, weaving together the most important leadership stories of our time, and we are thrilled to partner with NPR – the leader in this space – to share this important content with listeners across the globe," said Luminary CEO Simon Sutton in the announcement.

The weekly Wisdom from the Top is an extension of Raz’s successful How I Built This franchise. On the show he will talk with experts and the leaders of some of the world's biggest brands. It promises stories that did not make it into their scrubbed executive company bios, but are now going public to provide lessons for anyone trying to make it in business.

"Leading any organization is hard work," said Raz. "Wisdom From the Top is designed to help listeners understand how top-performing leaders navigate the challenges of decision making."

Guests on upcoming episodes include Peloton Chief Marketing and Communications Officer Dara Treseder, former American Express CEO/Chairman Ken Chenault, former PepsiCo CEO/Chairman Indra Nooyi, former Lego CEO/Chairman Jorgen Vig Knudstorp, astronaut Ellen Ochoa, and Jim Collins, author of the book “Built to Last: Successful Habits of Visionary Companies.” Episodes of Wisdom from the Top will drop weekly in 2021 and throughout 2022.

"We are thrilled that these intimate and revealing conversations with industry leaders will now be available for free so a broader audience can benefit from their experience and be inspired by their achievements," said Anya Grundmann, NPR’s SVP of Programming and Audience Development.

NPR was one of the first publishers onboard as Apple announced it was adding a subscription option to Apple Podcasts. In June it began offering individual subscriptions to shows including Code Switch, Fresh Air, How I Built This, It's Been A Minute With Sam Sanders, Planet Money and Short Wave. Then in August it said those same podcasts would be available directly from its new NPR Plus feature. A key difference for podcast subscriptions sold directly by NPR is that it will not have to share revenue with Apple. Under its new feature, Apple takes a 30% cut of a show’s subscription revenue in the first year, with the rate falling back to 15% in subsequent years.

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