Our blog post yesterday, focusing on the dilemma commercial and public radio broadcasters face in the area of digital asset promotion, struck a nerve. Actually, a number of them. The thorny issue of radio promoting its digital assets is at the core of the industry’s transformative challenge as it adapts from a transmitter/tower only model to one where content is available on myriad sources.
Regarding the NPR side of the post, their memo focusing on curtailing the promotion of podcasts and their NPR One app (at least for now) has been widely discussed and frequently misinterpreted.
Among the many different voices that weighed in on the topic, my friend and colleague, Mark Ramsey, took a very different stance than mine. And so I’m making optimal use of this space by respectfully calling him out (knowing full well that a response from him will likely be forthcoming). These are the dialogues that make radio a continually fascinating industry, especially at times like these when so much is at stake.
Mark’s position (please check out his post here) is that NPR’s policy on not promoting its podcasting effort is crazy like a fox (to use his words) for two reasons. First, the move will make its legions of local stations happy. But more to Mark’s point, on-air promotion of these digital assets is largely unnecessary because most NPR listeners have already discovered this content on their own.
Mark uses himself as an example, but in fact, he’s a bleeding edge, enlightened pro who knows his way around the media block. After all, it takes a smart, savvy media guru to pull off a conference like his Hivio.
Mark suggests that research would probably back him up. But the fact is, many in public radio have already conducted the survey Mark is volunteering to create, only to discover that a sizable percentage of fans simply aren’t aware of all the different ways they can enjoy NPR and local public radio station content. In fact, many regular listeners are hard-pressed to know what time On The Media Airs on Saturday morning, much less its on-demand workaround on the NPR or local station websites.
Yes, even core NPR members (many of whom are north of 50 years-old) don’t have all the digital avenues and pathways figured out. Part of the larger difficulty is the more complicated media times in which we all live. Between smartphones, “connected cars,” smart TVs, and all the other hardware and software in our lives, only digital natives have sorted it all out.
For the rest of us, there may be that awkward feeling of constantly falling behind because of the proliferation of new social media platforms, clever new mobile apps, and other must-have gadgetry designed to improve our lives.
Over the years, we’ve heard and seen a lot of this in public radio studies. Even as P1s may appreciate the new pathways and content options, simply keeping up with the programming and how, when, and where it can be accessed can be challenging for many in the public radio community.
And that’s why radio has such an incredible advantage over other media. You see this particularly at events like Podcast Movement where the number one challenge facing content creators is how to get the word out about their beloved podcasts. When you work for a radio station, however, this isn’t a problem because of the medium’s powerful reach and its ability to move audience to different programming streams and outlets.
Many point to Serial as the breakout podcast that started the recent flurry over on-demand programming. But in fact, Serial‘s debut was originally broadcast on the air on a little show called This American Life. Would the word of mouth and buzz have happened anyway because of the quality of Serial? Of course, but it sure didn’t hurt that it was originally showcased on one of public radio’s most successful shows.
Interestingly, one of the key campaigns launched by NPR’s resourceful CEO, Jarl Mohn, is the “Spark Initiative.” Kicked off nearly two years ago, the idea behind “Spark” is a more creative, focused promotional effort to build greater awareness and create listening occasions for two of NPR’s “tent pole” shows – Morning Edition and All Things Considered. The fact this campaign has been effective speaks to the wisdom behind marshalling local station efforts to better market these shows to an already loyal audience.
But this isn’t a public radio thing. It’s a radio thing. Despite the digital competition, there is no better medium for building audience than radio. The greater good for both public and commercial radio is smart, consistent promotion of its efforts, both terrestrial and digital.
Radio has what everyone else wants – the chance to reach nearly everybody.
In the long run, public radio would benefit from more aggressive promotion and marketing of its digital assets. But of course, it’s complicated.
In fact, it’s gnarly.
Hopefully, we’ll hear from Mark and many of you, so please share your comments below.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Quite a kerfuffle, Fred. And for good reason. There are issues here that lie at the foundation of traditional media’s digital strategy and, more specifically, about podcasting itself. I tend to agree with you that anything that stifles promotion of podcasting is self-defeating. As a researcher myself, I get a splash of the cold water of reality every time I do a survey that touches on podcasts. Podcasting’s been around for 11+ years now, but it’s scary how many folks still have only a vague idea what podcasting is, or how you do it…even among those who say they do it. All that said, the quote from the memo that sparked all this does appear to be pulled out of context. Here’s the back story according to Elizabeth Jensen, the NPR ombudsman: https://www.npr.org/sections/ombudsman/2016/03/18/470876553/why-npr-changed-how-it-talks-about-podcasts
Jeff, thanks for the insightful comment. We linked Jensen’s statement yesterday because it adds context to a very complicated situation. Politics aside (easy for me to say!), you are correct that the collective intelligence on podcasting (and other technical tools) is not especially high, even among the college educated audience base that is common to public radio fans. Appreciate you taking the time to weigh in.
I think a reasonable way to deal with promotion of NPR One is to give the local stations a promotions plan and ask us to execute it, just like we do with Spark. If the promotions and marketing of an app that combines the national and local content is placed squarely in the hands of the local station, we will be invested in its success. There is a great deal of hand-wringing when it comes to bypass – perceived or real – which happens when NPR uses its national airtime to bypass access through the local station. We know people will find what they want and enjoy it on their own terms. But if the promotion was handled by the local stations, it places the responsibility of driving audience to the app where it belongs – at the local level. My two cents.
And it’s great to hear from you. This push and pull isn’t over something meaningless. How radio – in this case, public radio – successfully moves its audience to wider and more diverse platforms matters. It’s always been about identifying common goals and working together. We’re no longer talking about nascent platforms. Streaming, mobile, and podcasting are rapidly becoming part of mainstream media consumption, and that means radio has to be there big time. Appreciate you weighing in, Abby.
Let me throw one more voice into the fray. I believe Nick Quah’s Hot Pod newsletter came out around the same time this morning as your blog post. His newsletter being public radio and podcast focused lead with the memo story. The quote that shocked me from Quah via NPR’s VP of News Programming and Operations was this, “they simply haven’t seen meaningful conversions from broadcast to podcast.”
If this is true I’d say it is pretty damning although softened somewhat by the fact that we now know NPR is not actively promoting podcasts.
Digital and terrestrial are of course vastly different animals but they need to find a way to coexist if either are to thrive.
Thanks for the great content Fred.
Sean, while there are some people who only listen terrestrially, and others who take in public radio content totally via on-demand, there are many who take a blended approach and listen in real time and via podcasts or on-demand when it suits them. It is paramount that broadcasters let the audience know how, when, and where they can do either or both. Thanks for the comment.
NPR’s situation may be unique but public broadcasters worldwide wrestle with issues of fair trading, managing the expectations of frenemies and a desire to avoid sounding unnecessarily selly.
I suspect the answer is to put the listener’s interests above all other.
More than 20 years ago I was given this advice about radio content promotion: “just make stuff people what to hear and then tell them how to find it”.
Today in radio’s multiplatform era that mantra works better than ever. Above all, it ensures that the interests of listeners come first.
Steve, simple advice and spot on. In an increasingly complicated world, the “tell them how to find it piece” is becoming more important for radio. Thanks for the comment and the observation.