Public Radio: An Evolving Tune

Before diving into my specific field of television news, I wanted to take this opportunity to explore a somewhat older but still extremely relevant medium. A presentation by Ira Glass (right) this past weekend at USC's Visions and Voices series highlighted some of the best story telling on radio today while also noting a variety of issues currently facing public broadcasting. Glass is executive producer and host of Chicago Public Radio's This American Life, which can be heard on more than 500 public radio stations across the country. The program is unique in that it is devoted to long format stories based on a different theme each week. During the event, Glass demonstrated how a story bursting with action, dialogue and music can propel a narrative along in a way that keeps listeners tuned in.

Such carefully woven radio pieces are true works of art, and are just one reason why NPR remains popular among American adults. Glass pointed out that NPR is still a leading source for news. On a given day, more people listen to “Morning Edition” than watch top television programming in the same timeslot. He attributed a recent slip in NPR listenership to normal fluctuations in the radio market. However, such fluctuations may continue because of evolving technology and changing consumer taste.

NPR has been scrambling to reach out to new audiences in new ways. The rapidly-growing popularity of MP3 players has led more listeners to desire on-demand or "time-shifted" programming that is recorded before-hand. Listeners no longer need to be near a radio at a specific time to enjoy a given program. Consequently, NPR now offers an enormous library of its content in free downloadable podcast form. A 24-hour stream of NPR content is also available on any computer with an internet connection. These new models present a different set of business challenges, because an à la carte approach to programming means listeners can bypass "pledge drives" that account for much of a station's financial support. Stations have toyed with the idea of finding larger sponsors to back the growth of mobile content.

Meanwhile, shifts in commercial radio may in fact be driving more listeners to NPR. Increasing consolidation of terrestrial music stations has resulted in more homogeneous offerings. At the same time, the universe of talk radio is dominated by conservative hosts. This has propelled more moderate and liberal listeners towards NPR, which has a debatable elite liberal slant. Additionally, a decline in hard news on most types of local stations has listeners searching for alternative outlets. NPR often fills this void, with its member stations carrying a variety of locally-produced news and syndicated national programming.

Another challenge facing public radio is an aging demographic, as younger listeners seek out news and entertainment from sources that are increasingly varied and diverse. Today's average NPR listener is 51 years old. The organization wants to attract younger crowds without "dumbing down" the content on which it prides itself. One response has been the "Bryant Park Project", set to debut this fall. The program is meant to draw listeners in their 20s and 30s. A listen to one of the pilot episodes reveals a much more casual approach to the public radio genre. The hosts sound younger and more dynamic, at times seeming to go off script and banter with one another. In a story about a new 1,822-foot tall building under construction Dubai, host Alison Stewart asks a reporter if Canada is "bummed" now that Toronto's CN Tower has lost its place as world's tallest building.

During his presentation, Glass spoke of the power of narrative in journalism. A powerful story, he said, can reach a "backdoor" deep inside the mind of a listener. There will always be a place for this type of journalism, as it offers a break from the flow of headlines and sound bites that dominate most media. Glass said his goal with any piece is to "make it real" to such a degree that it is like experiencing the actual world. Whether such content is delivered via conventional radio, MP3 player or cell phone is probably irrelevant. Years from now, hopefully listeners will remember the power of a specific story rather than the gizmo they used to receive it.