PRX Bolsters its Dovetail Podcast Publishing Platform, Increasing Audio Technology Services Available to Public Media Organizations
PRX Dovetail is fueled by public media trust and values while empowering producers through exceptional functionality. Recent PRX Dovetail users across public media include WUNC and WAMU, joining GBH, KERA, WPLN, and more. First launched in 2015, Dovetail is also used by TED, The Boston Globe, the Smithsonian, and more, and the newest version of the service will open to media organizations
Today, non-profit public media organization PRX announced enhancements to its Dovetail podcast publishing and monetization platform. Launched in 2015 and used by both public media producers and leading media creators, PRX Dovetail is fueled by values such as trust and quality, providing producers with best-in-class post-production tools for content management, analytics, and scalable dynamic advertising.
The latest version of PRX Dovetail, available now to public media organizations, includes updates for ad inventory management, offering producers the ability to manage advertising campaigns from front to end, in one system. Enhancements to Dovetail also include near real-time forecasts of sponsorship spot availability by geo-targets, available as inventory orders are being logged.
Public media organizations are invited to contact PRX to explore the platform by visiting dovetail.prx.org.
PRX also shared details regarding updates to Dovetail this week at the Public Radio Content Conference 2022, the annual conference of the public radio program directors. The new version of PRX Dovetail will continue to open to media organizations and other content creators.
Benefits of PRX Dovetail include:
- Flexibility and support — The content management and podcast feed hosting platform is designed to empower producers and content creators with the flexibility and support they need to seamlessly publish, manage, and easily update their podcasts. PRX Dovetail also now has the ability to support multiple RSS feeds for a single podcast, enabling creators to participate in podcast memberships or subscription services by creating private ad-free feeds, or to produce bonus content for specific listeners, among other uses.
- Financial optimization — PRX Dovetail’s dynamic ad insertion technology seamlessly stitches sponsorship messages into produced audio, at any section break in the podcast, with specific targeting (for example, by geo-location). PRX Dovetail is also adaptable for different business models. Producers may monetize across their podcast’s entire catalog or on a single episode, and may optimize for multiple types of advertising campaigns.
- Real-time data — While one of podcasting’s biggest pain points is access to data that may be used to inform strategic goals, PRX Dovetail empowers producers with the latest download data in real time. Metrics may also be broken down by geography, device, and listening platform, providing creators insight into where, how, and when their audiences are listening.
- Privacy-forward standards — PRX Dovetail’s strict privacy standards are distinct compared to other publishing and distribution options, ensuring the safety of audiences while maximizing revenue opportunities for producers.
PRX is committed to affordability and accessibility. Pricing scales to users’ needs, and users may select either full-service or self-service options.
“We’ve long held that public media is amplified and strengthened by innovative technology. We’re also driven by public media’s core values and are committed to preserving an open ecosystem for podcasting,” said Kerri Hoffman, CEO of PRX. “PRX Dovetail is one way we can contribute to helping public radio to fortify its mission, values, and independence, giving organizations the option to distribute their podcast programming on a trusted platform that is also owned and operated by public media.”
Organizations across the public radio system are using PRX Dovetail to distribute podcasts, including, recently, WAMU in Washington, D.C. and WUNC in North Carolina. Titles from WAMU span entertainment, politics, and ideas, including the “Dish City” food podcast and more. Titles from WUNC across storytelling and talk include “Embodied, “Great Grief,” and more. WAMU and WUNC join PRX Dovetail users across public media, including PBS, GBH in Boston, WPLN in Nashville, KERA in Dallas, KCRW in Los Angeles, WWNO in New Orleans, West Virginia Public Radio, Colorado Public Radio, and others.
PRX Dovetail is also used by mission-aligned partners and podcast creators, including TED, the Smithsonian, The Boston Globe, Futuro Media, Project Brazen, Religion of Sports, Night Vale Presents, and more.
“We built Dovetail to maximize revenue, preserve an open podcast ecosystem, and protect listener privacy. To be independent and sustainable, public media and podcasters need powerful tools backed by supportive partners. As a mission-driven organization specializing in technology, PRX is committed to meeting those needs,” said Andrew Kuklewicz, Chief Technology Officer at PRX. “Together we build trusted relationships with listeners by respecting their time, attention, and especially their privacy.”
A longtime public media technology leader, PRX also developed and maintains the PRX Exchange, a broadcast distribution platform and open audio distribution marketplace.
PRX is a non-profit public media company specializing in audio journalism and storytelling. PRX serves independent producers and organizations by helping them connect to their most engaged, supportive audiences. One of the world’s leading podcast publishers, PRX works in partnership with TED, PBS, the Smithsonian, Futuro Media, GBH, Religion of Sports, and more. PRX is also home to Radiotopia, known as one of the most creative and successful podcast networks. In addition, PRX distributes trusted and treasured public radio programming to hundreds of stations nationwide, including “The World,” “The Moth Radio Hour,” “This American Life,” “Snap Judgment,” “Reveal,” “The Takeaway,” and “Latino USA.” PRX programs have won awards from the Peabody Awards, duPont-Columbia Awards, the IDA Documentary Awards, the Tribeca Festival, and the Pulitzer Prizes. Visit PRX.org for more.