NPR Digital Think In

The Digital Future of NPRNPR Digital Think In

October 9, 2009

understanding npr

NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 3

public media myths

1 NPR & PBS are the same.


revenue sources


public media myths


2 If it’s public radio, it’s NPR.


public radio


listening hours*


public media myths


2 If it’s public radio, it’s NPR.

3 Public media organizations are federally funded.


revenue sources


npr coverage

agenda for think in


context

While there are many people thinking about the future of journalism, today’s conversation is different:

NPR is a unique media organization because of its business model.

We are specifically thinking about the future of journalism within a five year horizon.


today’s goal

Social — NPR & community

Open — content & accessibility

Local — community & geography

Platform — content & distribution

Revenue — support & community

Generate actionable concepts that address five key challenge/opportunity areas for NPR.Focus areas:


today’s output

These concepts will be used to inform NPR’s:

digital service roadmaps

business models

fundraising strategies


upcoming

NPR is identifying an advisory task force to help define and validate its digital future on an ongoing basis.

Today’s concepts will launch internal development initiatives.

Today’s concepts will serve as inspiration for NPR’s upcoming Public Media Camp on October 17th.


teamwork expectations

Move past soapbox rants and circular debate. Move towards productive discourse.

Listen, collaborate, and have fun.

Propose solutions that address NPR’s unique situation.

our focus areas


social


social

Context

NPR has a level of listener loyalty that’s unmatched. At the same time, the NPR community is not as involved with NPR, or with each other, as one would expect.

What value can the NPR community create through dialogue?


How can NPR’s loyal listening audience get engaged with the online community?

How can the NPR community connect with other existing online communities.

Which online social interactions can be translated into deeper engagement and ultimately financial support?

social

Considerations


social

Breakout Group Activities

Generate concepts in which NPR listeners engage with each other in a significant and meaningful way.

Generate concepts for a collaborative framework for the community to engage with journalists and each other.


revenue


revenue

Context

In a traditional broadcast model NPR member stations displace content to solicit support. In a digital context, this is no longer feasible.

How can NPR and member stations tie financial support to content in a new way?


Can a direct linkage be established between individual donations and specific reporting that’s beyond “listeners like you.”

How can digital media be used to cut operating costs?

Are there entirely new revenue sources that NPR isn’t considering?

revenue

Considerations


revenue


Generate concepts that allow listeners to support news that is important to them.

Generate fundraising models that benefit both NPR and member stations.


local


local

Context

As digital distribution becomes pervasive, stations lose their monopoly on local broadcast audiences. This increases pressure on local stations to increase local relevancy.

How, in the age of digital distribution, can local stations rebalance the mix of local and national content production?


How can NPR stations engage the community to strengthen local news coverage while maintaining journalistic integrity?

How can NPR use in person events to better engage their community?

What kind of partnerships can member stations form?

local

Considerations


local


Propose how a station would be organized (management structures, geographic positioning, job roles, etc) to best serve its audience?

Propose strategy that leverage best practices from local stations and scale them across the member network.


platform


platform

Context

“…we must consider new ways to build a great network for knowledge – not just a broadcast system, but one that employs every means of sending and storing information that the individual can use.”

– Lyndon B Johnson, Public Broadcasting Act of 1967

How can NPR evolve its platforms and the media they distribute?


How can NPR deliver content in an increasingly mobile context and across platforms?

How can NPR use its platforms to allow the aggregation, while also ensuring its integrity?

How can NPR’s platform be made more social and embrace increased community engagement?

platform

Considerations


platform


Define concepts about how NPR’s platforms can integrate into the larger media ecosystem.

NPR’s core competency is producing audio content. Generate concepts for how a future platform reflects this fact.


open


open

Context

With the adoption of open APIs, NPR’s content will be mashed up with user generated content and leveraged by entrepreneurs. While this may increase NPR’s audience and produce revenue it may also erode NPR’s editorial voice.

How can NPR manage the process of becoming more open?


Are there existing financial models that NPR can consider to balance openness with economic sustainability?

What impact will NPR’s open APIs have on other media outlets?

How can entrepreneurs make money for themselves, and NPR, by leveraging content through open APIs?

open

Considerations


open


Create concepts for how NPR can act as a curator for open source content.

Create concepts for applications that use the open APIs, which strengthen the relationship between NPR and member stations.

today’s process

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Transcript of NPR Digital Think In