The Digital Future of NPR
    NPR Digital Think In
          October 9, 2009
understanding npr
public media myths




1 NPR & PBS are the same.




NPR Digital Think In            © 2009 frog design. confidential & pr...
revenue sources




NPR Digital Think In   © 2009 frog design. confidential & proprietary   Oct 9, 2009   4
public media myths




1 NPR & PBS are the same.

2 If it’s public radio, it’s NPR.




NPR Digital Think In              ...
public radio




NPR Digital Think In   © 2009 frog design. confidential & proprietary   Oct 9, 2009   6
listening hours*




NPR Digital Think In   © 2009 frog design. confidential & proprietary   Oct 9, 2009   7
public media myths




1 NPR & PBS are the same.

2 If it’s public radio, it’s NPR.

3 Public media organizations are
  fe...
revenue sources




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




NPR Digital Think In   © 2009 frog design. confidential & proprietary   Oct 9, 2009   10
agenda for think in
context



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

NPR is...
today’s goal




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 s...
upcoming



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




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

   Propos...
our focus areas
social




NPR Digital Think In   © 2009 frog design. confidential & proprietary   Oct 9, 2009   18
social



Context



NPR has a level of listener   What value can the
loyalty that’s unmatched.     NPR community create
A...
social



Considerations


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

   How can...
social



Breakout Group Activities



Generate concepts in        Generate concepts for a
which NPR listeners         col...
revenue




NPR Digital Think In   © 2009 frog design. confidential & proprietary   Oct 9, 2009   22
revenue



Context



In a traditional broadcast    How can NPR and
model NPR member              member stations tie
stat...
revenue



Considerations


   Can a direct linkage be established between individual donations
   and specific reporting ...
revenue



Breakout Group Activities



Generate concepts           Generate fundraising
that allow listeners to     model...
local




NPR Digital Think In   © 2009 frog design. confidential & proprietary   Oct 9, 2009   26
local



Context



As digital distribution     How, in the age of
becomes pervasive,          digital distribution, can
s...
local



Considerations


   How can NPR stations engage the community to strengthen
   local news coverage while maintain...
local



Breakout Group Activities



Propose how a station       Propose strategy that
would be organized          levera...
platform




NPR Digital Think In   © 2009 frog design. confidential & proprietary   Oct 9, 2009   30
platform



Context



“…we must consider                                    How can NPR evolve
new ways to build a great ...
platform



Considerations


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

  ...
platform



Breakout Group Activities



Define concepts             NPR’s core
about how NPR’s             competency is
...
open




NPR Digital Think In   © 2009 frog design. confidential & proprietary   Oct 9, 2009   34
open



Context



With the adoption           How can NPR
of open APIs, NPR’s         manage the process of
content will ...
open



Considerations


   Are there existing financial models that NPR can consider to
   balance openness with economic...
open



Breakout Group Activities



Create concepts for how     Create concepts
NPR can act as a curator    for applicati...
today’s process
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Digital Think In Deck

  1. 1. The Digital Future of NPR NPR Digital Think In October 9, 2009
  2. 2. understanding npr
  3. 3. public media myths 1 NPR & PBS are the same. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 3
  4. 4. revenue sources NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 4
  5. 5. public media myths 1 NPR & PBS are the same. 2 If it’s public radio, it’s NPR. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 5
  6. 6. public radio NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 6
  7. 7. listening hours* NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 7
  8. 8. public media myths 1 NPR & PBS are the same. 2 If it’s public radio, it’s NPR. 3 Public media organizations are federally funded. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 8
  9. 9. revenue sources NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 9
  10. 10. npr coverage NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 10
  11. 11. agenda for think in
  12. 12. context While there are many people thinking about the future of journalism, today’s conversation is different: NPR is a unique media We are specifically organization because of thinking about the its business model. future of journalism within a five year horizon. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 12
  13. 13. today’s goal Generate actionable concepts that address five key challenge/opportunity areas for NPR. Focus areas: Social — NPR & community Local — community & geography Open — content & accessibility Platform — content & distribution Revenue — support & community NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 13
  14. 14. today’s output These concepts will be used to inform NPR’s: digital service roadmaps business models fundraising strategies NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 14
  15. 15. 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. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 15
  16. 16. teamwork expectations Move past soapbox rants and circular debate. Move towards productive discourse. Propose solutions that address NPR’s unique situation. Listen, collaborate, and have fun. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 16
  17. 17. our focus areas
  18. 18. social NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 18
  19. 19. social Context NPR has a level of listener What value can the loyalty that’s unmatched. NPR community create At the same time, the through dialogue? NPR community is not as involved with NPR, or with each other, as one would expect. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 19
  20. 20. social Considerations 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? NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 20
  21. 21. social Breakout Group Activities Generate concepts in Generate concepts for a which NPR listeners collaborative framework engage with each other for the community to in a significant and engage with journalists meaningful way. and each other. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 21
  22. 22. revenue NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 22
  23. 23. revenue Context In a traditional broadcast How can NPR and model NPR member member stations tie stations displace content financial support to to solicit support. In a content in a new way? digital context, this is no longer feasible. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 23
  24. 24. revenue Considerations 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? NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 24
  25. 25. revenue Breakout Group Activities Generate concepts Generate fundraising that allow listeners to models that benefit support news that is both NPR and member important to them. stations. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 25
  26. 26. local NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 26
  27. 27. local Context As digital distribution How, in the age of becomes pervasive, digital distribution, can stations lose their local stations rebalance monopoly on local the mix of local and broadcast audiences. national content This increases pressure production? on local stations to increase local relevancy. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 27
  28. 28. local Considerations 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? NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 28
  29. 29. local Breakout Group Activities Propose how a station Propose strategy that would be organized leverage best practices (management from local stations and structures, geographic scale them across the positioning, job roles, member network. etc) to best serve its audience? NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 29
  30. 30. platform NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 30
  31. 31. platform Context “…we must consider How can NPR evolve new ways to build a great its platforms and the network for knowledge media they distribute? – 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 NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 31
  32. 32. platform Considerations 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? NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 32
  33. 33. platform Breakout Group Activities Define concepts NPR’s core about how NPR’s competency is platforms can integrate producing audio into the larger media content. Generate ecosystem. concepts for how a future platform reflects this fact. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 33
  34. 34. open NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 34
  35. 35. open Context With the adoption How can NPR of open APIs, NPR’s manage the process of content will be mashed becoming more open? 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. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 35
  36. 36. open Considerations 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? NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 36
  37. 37. open Breakout Group Activities Create concepts for how Create concepts NPR can act as a curator for applications that for open source content. use the open APIs, which strengthen the relationship between NPR and member stations. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 37
  38. 38. today’s process
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