NPR has appointed Nadine Zylstra as its new chief content officer, tasked with expanding the network’s audience in the digital age. Zylstra, a veteran of Pinterest, YouTube, and Sesame Workshop, will oversee NPR’s news, entertainment, and music content. She will start in July and be based in Culver City, California.
Zylstra brings a wealth of experience to the role, having previously served as the global programming chief at Pinterest and the global head of YouTube Originals. She has also worked with Sesame Workshop, promoting understanding across racial and ethnic divides. Zylstra currently sits on the board of directors of PBS SoCal.
NPR’s New Chief Content Officer
Zylstra’s appointment comes less than two weeks after NPR overhauled its newsroom. She will evaluate NPR’s portfolio of broadcast shows and podcasts, assessing whether they are fully reaching and serving audiences. Zylstra will also focus on creating fresh content for new audiences as habits shift rapidly.
NPR President and CEO Katherine Maher praised Zylstra, noting her work at Sesame and Pinterest’s reputation for kindness in the social media world. Maher stressed that Zylstra will not be involved in news decisions, but will oversee the leaders of NPR’s newsroom, music department, and podcasts.
Implications and Future Plans
Zylstra’s appointment is seen as a strategic move by NPR to drive content and expand its audience. She will work closely with NPR Editor-in-Chief Tommy Evans, who will remain in charge of the journalism. Zylstra’s experience in social media and YouTube content is expected to bring a new perspective to NPR’s programming.
The appointment of Zylstra is significant for NPR, which remains one of the most prestigious and wide-reaching outlets in broadcast news. With over 42 million people relying on it each week, NPR continues to win awards for its news coverage and innovate with new content, such as its popular video series Tiny Desk Concert. As the media landscape continues to evolve, Zylstra’s leadership will be crucial in shaping NPR’s future and ensuring its continued relevance.
