What a great time to be part of the National Public Radio family. Our audience is growing. Donations and underwriting are up and the future holds plenty of opportunity to make things even better.
I’m not the only one feeling this way, as I’ve been hanging out with public media colleagues from across the country this week at the Integrated Media Association and South by Southwest conferences in Austin, Texas. The upbeat attitude I feel after two months in the public radio fold is just as addicting as the BBQ and blues that permeate this proudly funky and authentic city that feels more like New Orleans than any other place I’ve visited in the Lone Star state.
I’ve been reminded several times this week of some key differences between the newspaper and public radio ecosystems. The greatest of these is the oft-repeated mantra that general circulation metropolitan print newspapers aren’t long for this world. Gary Knell, NPR president and CEO, said in an address to the iMA conference, “No one under the age of 30 is reading a newspaper. I don’t mean 20 percent. I mean no one. What does that mean to the future of our content, and what does that mean to the future of our country at a time when we need an educated population to make up their own minds about the critical decisions that people are going to need to make about America’s role in this globalized world?”
The plethora of news on the Internet is one of the reasons for the decline of the print newspaper, coupled with the lack of commitment to training sales forces to sell digital advertising. The newspaper industry is scrambling to add “pay walls” to their Internet sites as a way to generate new revenue. Critics are divided about the wisdom of this move, which I see as a last-ditch effort to recover lost advertising dollars that are now going to other media channels. A story earlier this week said one dollar of online advertising revenue is being generated for every seven dollars of lost print advertising revenue in the newspaper industry.
The second greatest difference I’ve noticed is that I’ve never heard the term “pay wall” in any public broadcasting conversation. It just isn’t on the table, and won’t be, as that’s not in the revenue mix for public radio. The unique blend of revenue streams for public broadcasting include corporate underwriting, major donors, listener and viewer contributions and an ever-shrinking slice of government funding.
I overheard a hallway conversation this week that included the statement: “People don’t give money to things they like. They give money to things they love.” Many people genuinely love NPR and their local NPR member stations. I’ve answered phones during member station fund drives and got my first behind the scenes experience at the recent fund drive at Capital Public Radio. The passion for the mission is just as strong on the inside of NPR as it is by those that love the product.
Public radio is mission driven, and that mission is to always put the listener first. It shows in the quality of journalism done by NPR and its member stations. That’s journalism with a capital “J.” Regular NPR listeners understand and appreciate the quality of what they hear in news stories and features that consistently deliver interesting and important information. If you know what a “driveway moment” is you’re not only an NPR listener, but probably a proud contributor.
“Radio isn’t going away. Radio is going everywhere,” Knell told his audience consisting mostly of public broadcasters.
He’s spot-on, as NPR is so much more than radio, with a mission of education and transforming content into digital channels. That’s why I’m now part of the team at Capital Public Radio, as director of digital content. It’s our mission to get our content to our audiences whenever they are and on whatever platforms they’re using. This includes websites, mobile applications, podcasts, social media channels and other emerging platforms.
Radio today is so much more than the radio of 40 years ago. More and more of our stories include photo slide shows and video storytelling. Thanks to the rapid growth of broadband Internet, local is now global. Our audience tunes-in online and listens to live and on-demand programs via our mobile apps from every continent. Some open their wallets during fund drives, too. They must love what they’re getting from us.
The opportunities are tremendous. We’re committed to continuing to deliver the quality journalism, extraordinary music and educational enlightenment that you expect and deserve. We’ll be adding new ways to make it easier for our audience to participate and be heard. The evolution of media is putting more smartphones, tablets and other connected devices into the hands of more people every day. Know that public radio is committed to playing an ever-increasing part of keeping you informed, educated and entertained. Just like you, we’re going everywhere.
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Listen to Gary Knell’s speech at the Integrated Media Association conference:
http://soundcloud.com/integratedmedia/npr-president-and-ceo-gary
Visit Capital Public Radio: