How to add your Sonic IDs in NPR One

The Sonic ID provides a unique opportunity to reconnect the listener with their local station by relaying a distinct sense of place within the NPR One player.  While there are a number of local content opportunities within the experience, the Sonic ID offers even more familiarity to the listener through local sounds, ideas and voices they know.

Providing a compelling listening experience that is not too repetitive will require careful attention to how many spots are in rotation and how long they are.  Unlike radio, the listener will start from the beginning and move in a linear fashion through the player with the ability to skip through more quickly. As a consequence, they will likely hear these spots far more frequently than they would during a typical radio listening session. Please note that Sonic IDs play when there aren't any local stories available in the flow. 

Technical Specifications:

  • Codec: HE-AAC v1
  • Channels: 1 (Mono)
  • Bitrate: 64 kbps (no larger than 70)
  • Sampling Rate: 44.1 khz
  • Normalization: File should have a loudness -20 LUFS
  • Extension: .mp4

Production Requirements for Participation:

  • At least 5 and up to 10 Sonic IDs should be in rotation at one time
  • :10 to :20 spots that are more evergreen in nature should be rotated quarterly
  • Spots that have a shorter shelf life may need to be rotated monthly
Consider the repetitive nature of these spots and how soon they may begin to annoy the listener. Some of the best spots are extremely good the first few times and then bothersome. Having more of these in rotation and swapping them out frequently will work to eliminate this problem.


  • Total length between :10 to :20 seconds (Optimal)
  • Max Length: no more than :30 seconds
PLEASE NOTE:  The national branding elements (Hello, Pledge Messaging etc.) in the NPR One player run between :07 to :18.  You can place up to ten Sonic ID’s in station connect that will rotate. You can and should replace them periodically.
View detailed editorial guidelines and recommendations for Sonic IDs.

Adding/Editing Your Sonic ID:

  1. Log into using the same login information for
  2. You will see a list of stations assigned to your user on the left.
  3. If you are a member of a station with a network, you will see the parent station account has a small NPR One logo next to it. For your Sonic IDs to show up for all available stations in your account, you only need to upload your logo in one place - the parent.
    1. If you want your Sonic IDs to be unique for each station listed, click here for advanced set up details.  
  4. Scroll to the NPR One area and down to Audio Branding
  5. Click on the word "Replace", to upload a new Sonic ID.
  6. Select “Choose File” and Select the audio you wish to upload.
  7. You will receive a green "Success!" window when your audio has uploaded. 
  8. Click done and you are finished!
Having trouble?
Contact Station Relations via email at

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