NPR:  Staying True to Our Mission in a Changing Media Landscape
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NPR: Staying True to Our Mission in a Changing Media Landscape

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February 10, 2011 presentation by Lori Kaplan, Director of Audience Insight and Research, NPR ...

February 10, 2011 presentation by Lori Kaplan, Director of Audience Insight and Research, NPR

to the Mid-Atlantic Chapter of the Marketing Research Association.

Title: NPR: Staying True to Our Mission in a Changing Media Landscape

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NPR:  Staying True to Our Mission in a Changing Media Landscape NPR: Staying True to Our Mission in a Changing Media Landscape Presentation Transcript

  • Not your father’s NPR:
    NPR: Staying True to Our Mission in A
    Changing Media Landscape
    February 2011
  • NPR Mission
    The mission of NPR is to work in partnership with member stations to create a more informed public - one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures. To accomplish our mission, we produce, acquire, and distribute programming that meets the highest standards of public service in journalism and cultural expression; we represent our members in matters of their mutual interest; and we provide satellite interconnection for the entire public radio system.
  • NPR for 40 Years
    NPR remains:
    • A standard-setting producer and distributer of news, information and music programming
    • Home of two of the three most popular radio programs in the country; Morning Edition and All Things Considered
    • Honored with the broadcast industry’s most prestigious awards, including 48 George Foster Peabody Awards and 26 Alfred l. duPont-Columbia University Awards to date
    • Among the most trusted media outlets in America (Roper)
  • Universal Access: Stations in 98% of U.S. Markets
    International Distribution
    NPR Berlin
    Satellite (Eutelsat Hotbird & SKY)
    AFR
    Shortwave
    24% Never lived in U.S. ; 18% no-native English speakers
    Domestic Distribution
    NPR Stations in all 50 States, Puerto Rico, Guam & Virgin Islands
    XM/Sirius Satellite
  • Challenge 1: NPR Brand Image Influencers
  • NPR in Sights & Sound
    Video Address: http://www.youtube.com/watch?v=UcyUu3l7lb0
  • Radio has no future
    • Lord Kelvin, 1897
    English Scientist,
    President of the Royal Society
  • Challenge 2: Radio Threats
    A Dramatic Recent History
    Smart
    Phones
    mp3
    Satellite
    Radio
    Internet Radio
    iPad/
    Tablets
    Napster
    HD Radio
    Internet
    Streaming
    1970
    1980
    1990
    2000
    2010
    CD Burner
    File Sharing
    Radio Shark
    Podcasting
    1967 Public Broadcasting Act
    Blogging
  • Against this backdrop . . . Growth
    The number of listeners to NPR Newsmagazine stations has reached a new record high in the Spring 2010 survey
    Primaries and Election ‘08
    Election ‘04
    Iraq War
    9/11
    Clinton Impeachment Hearings
    The number of listeners to NPR Newsmagazine stations in the top markets has increased by 56% since 1998
    Source: Arbitron Maximi$er/PPM Analysis Tool, NPR Newsmagazine stations in the top 50 metros,
    Persons 12+, Monday-Sunday 6am-12midnight
  • Presence Across Platforms
    Challenge 3: Measurement Across Platforms
    27 Million
    Weekly
    14.7 Million
    Weekly
    Downloads
    1.6 Million
    Monthly
    (mobile site)
    700,000
    Monthly (news app)
    100,000
    Monthly
    (music app)
    270,000
    Monthly
    1,483,403
    Friends
    Source of 8% of Traffic to npr.org
    14 Million
    Monthly
  • Challenge 4: The Elephant in the Room
    “I listen to it, my friends listen to it, my family listens to it. [NPR] is one of those things that actually makes me proud to be an American. ”
    Moby
    Defunding Threat
    6 amendments introduced in the House that either cut funding to the Corporation for Public Broadcasting or prohibit federal funds from being used to purchase NPR services
  • NPR’s Financial Relationship to Stations
    Federal Appropriation
    CPB
    PBS
    Stations
    (75%)
    NPR
    Stations(25%) 34cents per adult
    Purchase Programs from NPR + Membership Fee
  • Research at NPR
    Internal Consultancy: customer satisfaction, program evaluation, needs assessment, performance tracking, service launch & product development, strategic research (segmentation & competitive positioning)
    NPR listeners
    Total U.S. adults
    Director
    Research Manager,
    Programming
    Research Manager,
    Digital
    Research Manager,
    Sponsorship & Development
    Research Analyst
    Carriage Manager
    Panel Manager
    NPR Labs
    + 2 Interns year-round
    Web Metrics Analyst
  • Research Clients – All Work Units
    NPR listeners
    Total U.S. adults
  • Research Competencies: Insourcing
    Syndicated Data
    • Arbitron
    • Nielsen Netview
    • @Plan
    • eMarketer
    • Omniture
    • Gfk MRI
    Survey Tools
    • Surveymonkey
    • Vovici (listener panel) 30,000+ participants
    NPR listeners
    Total U.S. adults
    Skills & Resources
    Outsourced Research
    • Focus Groups
    • Non-listener sample/surveys
    • Advanced Analytics
    • Auditorium Testing
    Qualitative
    • IDIs
    • Usability testing
    • Guerilla research
    • Online Community Discussions
  • Case Study 1: Project Argo
    NPR & Station Digital Competition
  • Case Study 1: Project Argo
    Question: Can we execute a successful digital station strategy through subject matter expertise?
  • Case Study 1: Project Argo
    • Expert Interviews (NPR Research) Spring 2009
    • Jeff Cole, Director USC Annenberg Center for Digital Future
    • Josh Stearns, Project Manager at Free Press
    • Gary Kebbel, Director, Knight Foundation Journalism Program
    • Sarah Rotman Epps, Analyst, Forrester Research
    • Tom Webster, President, Edison Research
    • Nick Thomas, Analyst, Forrester Research
    • Individual Listener Interviews (Jacobs Media)
    • Ann Arbor & Southfield, MI and Washington, DC (7/2009)
    • External Recruit
    • Usability Testing (NPR Research) May 2010
    • Washington, DC
    • Panelist Recruit
  • Case Study 1: Project Argo
    Music in Philly
  • Case Study 1: Project Argo
    Military in San Diego
  • Case Study 1: Project Argo
    Technology & Environment in Bay Area
  • Case Study 2:
    Monthly Program Resonance Tracking
    Problems:
    Limited internal audience for newly launched listener panel
    New senior leadership requests our participation in creating an audience-focused organization
  • Case Study 2:
    Monthly Program Resonance Tracking
    Each Month
    • 300 respondents per show
    • Core listeners
    • All NPR produced programs (Morning Edition, All Things Considered, Talk of the Nation, Tell Me More, Weekend Edition, Newscast)
    Questions
    • Attention level change from 6 months ago
    • Listening level change from 6 months ago
    • Reasons for changes (schedule, satisfaction, topics)
    • Quality level change from 6 months ago
    • Likelihood to recommend
    • Open ends (like most, least, additional comments)
  • Case Study 2:
    Monthly Program Resonance Tracking
    Our Cup
    is Full
  • Audience Engagement
    Not just engagement . . . but enthusiasm
    Video: http://www.youtube.com/watch?v=vxRgNnue-zk
  • Lori Kaplan, NPR Director Audience Insight & Research lkaplan@npr.orgFollow NPR Audience Insight & Research on our blog:http://www.npr.org/blogs/gofigure/
    September 2010