New York Public Radio is expanding its relationship with URL Media, a network of more than 50 independent publishers and content creators, through a collaboration focused on developing new revenue opportunities, expanding audience impact and supporting independent media.
The organizations say in a news release that the collaboration will initially focus on creator-driven growth opportunities, including a live event series scheduled to begin in September.
NYPR President and CEO Christy Tanner and URL Media co-founders S. Mitra Kalita and Sara Lomax said the partnership is built around shared goals of developing new business models for independent media.
“New coalitions, bold approaches, and radical collaborations such as our work with URL are essential as we lead a new era of democracy where journalism and creativity thrive, facts unite us, and power answers to the people,” Tanner says in the release. “Our collaboration with URL Media is a call to action and an invitation to reimagine how creators and media organizations can collectively amplify impact and build community.”
URL Media operates a network of more than 50 local publishers serving diverse communities across the U.S. and is expanding its roster of content creators and distribution channels. Kalita, URL Media’s CEO, said the organization aims to grow to 100 partners and 250 vetted creators by 2028.
“Our partners are local, but they represent expansive communities and diasporas,” Kalita said. “They are constantly innovating across revenue and advertising because their survival depends on it. The partnership with NYPR builds on that momentum and opens up exciting possibilities.”
The agreement formalizes a relationship between NYPR and URL Media that has developed over several years. Previous work has included co-promotion of live events, including “Mamdani’s First 100 Days: Lessons from La Guardia,” guest expert interviews on WNYC and revenue-related initiatives.
The organizations said future projects will focus on civic conversations, community voices and trusted messengers while developing additional opportunities for participating publishers, creators and audiences.
The collaboration also comes as NYPR seeks to reach younger audiences through independent, multiplatform media. Research conducted by Magid and commissioned by NYPR found that audiences under 50 are interested in media models that represent community voices and are willing to financially support them.
According to the study, 56% of respondents said coverage of neighborhoods and boroughs across New York City was among the most important reasons they would support NYPR.