NPR's Digital Future
I spent much of the day at NPR in Washington yesterday, and I was disappointed - but not surprised - to learn that Maria Thomas, formerly the SVP of Digital Media, made the decision to leave. She is the second high-profile loss for NPR in a month. Former CEO Ken Stern was ousted from his position. Both were committed to growing a digital presence for NPR and to taking advantage of new distribution platforms.
These staff changes have a lot to do with NPR's long-term vision.
I listen to NPR every single day. We have our Baltimore affiliate on in the morning as we get ready for work. If I'm driving, I tend to listen to WHYY or WAMU in the car. And occasionally I'll listen to Chicago or West Coast affiliates while I'm at my office.
And guess what? None of my NPR experience involves a traditional radio. At home, we listen on our computers. When I'm away, I'm listening to podcasts of previous shows and highlights. We have satellite radios in our cars - and the only reason we can even tune in is because the radio we have still has an analog feature.
Why no radio? For one thing, I don't like static. For another, I don't necessarily want to listen to, say, Morning Edition at 7am. As much as I enjoy This American Life, it's not on during a time that's convenient for me. In our household, we time shift everything possible. We would be lost without Netflix, our iPods and our dearly beloved TiVo.
A traditional radio just doesn't fit in to our lifestyles - just like the Model T probably doesn't fit into yours.
NPR is known for is a strong tradition of excellent audio reporting. It dumbfounds me that local affiliates would see that tradition threatened because alternative platforms have become available. One complaint is that with all these podcasts and Internet broadcasts, stations won't be able to monetize content. Membership will fall off. "Underwriting" dollars (can we just call it "advertising," please, since that's what it is?) will somehow fade away.
But it just doesn't make sense to me. Not when I hear ads woven in at the beginning and end of podcasts, or when I hear the same underwriting announcements via my computer as I do on the actual radio airwaves. NPR affiliates should be rejoicing! No longer must they rely only on a physical radio set anymore. They can easily grow their audiences by distributing high-quality content and harnessing all of the various platforms - that even includes mobile phones! NPR can now reach audiences far and wide - and the possibilities for monetization, via multiple channel distribution, have increased tenfold!
So...what's the deal?
At a conference last year, I spent some time talking to Maria about how her team was moving NPR forward, so that the journalism could continue and keep up with our changing media landscape. She had wonderful ideas for training, for continuous news, for new systems of workflow and for how to create a converged newsroom. During that conversation, and during times that I heard Maria speak, I found her inspiring. I enthusiastically watched as she started to extend NPR's global digital reach.
It's a damn shame to now watch all that progress stop, and to know that it may potentially reverse. Why fear the future? Can't you see the countless possibilities for reaching current - and legions of future - listeners?





















