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

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

  1. 1. Not your father’s NPR:<br />NPR: Staying True to Our Mission in A<br />Changing Media Landscape<br />February 2011<br />
  2. 2. NPR Mission<br />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. <br />
  3. 3. NPR for 40 Years<br />NPR remains:<br /><ul><li>A standard-setting producer and distributer of news, information and music programming
  4. 4. Home of two of the three most popular radio programs in the country; Morning Edition and All Things Considered
  5. 5. 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
  6. 6. Among the most trusted media outlets in America (Roper)</li></li></ul><li>Universal Access: Stations in 98% of U.S. Markets<br />International Distribution<br />NPR Berlin <br />Satellite (Eutelsat Hotbird & SKY)<br />AFR<br />Shortwave<br />24% Never lived in U.S. ; 18% no-native English speakers<br />Domestic Distribution<br />NPR Stations in all 50 States, Puerto Rico, Guam & Virgin Islands<br />XM/Sirius Satellite<br />
  7. 7. Challenge 1: NPR Brand Image Influencers <br />
  8. 8. NPR in Sights & Sound<br />Video Address: <br />
  9. 9. Radio has no future<br /><ul><li> Lord Kelvin, 1897</li></ul>English Scientist,<br />President of the Royal Society<br />
  10. 10. Challenge 2: Radio Threats<br />A Dramatic Recent History<br />Smart<br /> Phones<br />mp3<br />Satellite <br />Radio<br />Internet Radio<br />iPad/<br />Tablets<br />Napster<br />HD Radio<br />Internet <br />Streaming<br />1970<br />1980<br />1990<br />2000<br />2010<br />CD Burner<br />File Sharing<br />Radio Shark<br />Podcasting<br />1967 Public Broadcasting Act<br />Blogging<br />
  11. 11. Against this backdrop . . . Growth<br />The number of listeners to NPR Newsmagazine stations has reached a new record high in the Spring 2010 survey<br />Primaries and Election ‘08<br />Election ‘04<br />Iraq War<br />9/11<br />Clinton Impeachment Hearings<br />The number of listeners to NPR Newsmagazine stations in the top markets has increased by 56% since 1998<br />Source: Arbitron Maximi$er/PPM Analysis Tool, NPR Newsmagazine stations in the top 50 metros, <br />Persons 12+, Monday-Sunday 6am-12midnight<br />
  12. 12. Presence Across Platforms<br />Challenge 3: Measurement Across Platforms<br />27 Million<br />Weekly <br />14.7 Million<br />Weekly <br />Downloads<br />1.6 Million<br />Monthly<br />(mobile site)<br />700,000<br />Monthly (news app)<br />100,000<br />Monthly<br />(music app) <br />270,000<br />Monthly<br />1,483,403 <br />Friends<br />Source of 8% of Traffic to <br />14 Million<br />Monthly<br />
  13. 13. Challenge 4: The Elephant in the Room<br />“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. ”<br />Moby<br />Defunding Threat <br />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<br />
  14. 14. NPR’s Financial Relationship to Stations<br />Federal Appropriation<br />CPB<br />PBS<br />Stations<br />(75%)<br />NPR<br />Stations(25%) 34cents per adult<br />Purchase Programs from NPR + Membership Fee<br />
  15. 15. Research at NPR<br />Internal Consultancy: customer satisfaction, program evaluation, needs assessment, performance tracking, service launch & product development, strategic research (segmentation & competitive positioning)<br />NPR listeners<br />Total U.S. adults<br /> Director<br />Research Manager,<br />Programming<br />Research Manager,<br />Digital<br />Research Manager,<br />Sponsorship & Development<br />Research Analyst<br />Carriage Manager<br />Panel Manager<br />NPR Labs<br />+ 2 Interns year-round <br />Web Metrics Analyst<br />
  16. 16. Research Clients – All Work Units<br />NPR listeners<br />Total U.S. adults<br />
  17. 17. Research Competencies: Insourcing<br />Syndicated Data<br /><ul><li>Arbitron
  18. 18. Nielsen Netview
  19. 19. @Plan
  20. 20. eMarketer
  21. 21. Omniture
  22. 22. Gfk MRI</li></ul>Survey Tools<br /><ul><li>Surveymonkey
  23. 23. Vovici (listener panel) 30,000+ participants</li></ul>NPR listeners<br />Total U.S. adults<br />Skills & Resources<br />Outsourced Research<br /><ul><li>Focus Groups
  24. 24. Non-listener sample/surveys
  25. 25. Advanced Analytics
  26. 26. Auditorium Testing</li></ul>Qualitative<br /><ul><li>IDIs
  27. 27. Usability testing
  28. 28. Guerilla research
  29. 29. Online Community Discussions</li></li></ul><li>Case Study 1: Project Argo<br />NPR & Station Digital Competition<br />
  30. 30. Case Study 1: Project Argo<br />Question: Can we execute a successful digital station strategy through subject matter expertise? <br />
  31. 31. Case Study 1: Project Argo<br /><ul><li>Expert Interviews (NPR Research) Spring 2009
  32. 32. Jeff Cole, Director USC Annenberg Center for Digital Future
  33. 33. Josh Stearns, Project Manager at Free Press
  34. 34. Gary Kebbel, Director, Knight Foundation Journalism Program
  35. 35. Sarah Rotman Epps, Analyst, Forrester Research
  36. 36. Tom Webster, President, Edison Research
  37. 37. Nick Thomas, Analyst, Forrester Research
  38. 38. Individual Listener Interviews (Jacobs Media)
  39. 39. Ann Arbor & Southfield, MI and Washington, DC (7/2009)
  40. 40. External Recruit
  41. 41. Usability Testing (NPR Research) May 2010
  42. 42. Washington, DC
  43. 43. Panelist Recruit</li></li></ul><li>Case Study 1: Project Argo<br />Music in Philly<br />
  44. 44. Case Study 1: Project Argo<br />Military in San Diego<br />
  45. 45. Case Study 1: Project Argo<br />Technology & Environment in Bay Area<br />
  46. 46. Case Study 2: <br />Monthly Program Resonance Tracking <br />Problems: <br />Limited internal audience for newly launched listener panel<br />New senior leadership requests our participation in creating an audience-focused organization<br />
  47. 47. Case Study 2: <br />Monthly Program Resonance Tracking <br />Each Month<br /><ul><li>300 respondents per show
  48. 48. Core listeners
  49. 49. All NPR produced programs (Morning Edition, All Things Considered, Talk of the Nation, Tell Me More, Weekend Edition, Newscast)</li></ul>Questions<br /><ul><li>Attention level change from 6 months ago
  50. 50. Listening level change from 6 months ago
  51. 51. Reasons for changes (schedule, satisfaction, topics)
  52. 52. Quality level change from 6 months ago
  53. 53. Likelihood to recommend
  54. 54. Open ends (like most, least, additional comments)</li></li></ul><li>Case Study 2: <br />Monthly Program Resonance Tracking <br />Our Cup <br />is Full<br />
  55. 55. Audience Engagement<br />Not just engagement . . . but enthusiasm<br />Video:<br />
  56. 56. Lori Kaplan, NPR Director Audience Insight & Research lkaplan@npr.orgFollow NPR Audience Insight & Research on our blog:<br />September 2010<br />