Expand your audience by dumbing down or expanding your platform – NPR

The Holy Grail in Pub Media was to get a younger audience. For most this meant finding a way to alter the content mix – the CBC has done this with the result of losing its traditional audience and not gaining the young – who DON’T watch TV or listen to a radio!!!!! NPR is winning this by expanding the platform to include who the young want to get their media.

One of the Holy Grails of the Public Radio system when I worked there back in 2005/6 was to attract a younger audience. At the time – even though the context of my involvement was the web – the CW on the solution was to add more younger programming – Hence Bryant Park. Of course this failed as what station manager was going to give up the BlockBuster Morning Edition to have an alternative that the mainstream would not like. The CBC has gone full on to find a younger audience by changing the POV of its programs. I wonder how they are doing? They have largely driven me away.

But the guys at NPR are smart and they learn. They went full on into the use of Social Media. New data out shows that their drive into social media – Twitter in particular – has given them what they wanted a new and younger and larger “audience” that have been attracted to NPR’s programming – not because of a content shift but because they made it easier for a younger audience to connect to content on their terms! The secret was in the flexibility of the new connection NOT the content.

In a survey of more than 10,000 respondents, NPR found that its Twitter followers are younger, more connected to the social web, and more likely to access content through digital platforms such as NPR’s website, podcasts, mobile apps and more.

NPR has more than one Twitter account; its survey found that most respondents followed between two and five NPR accounts, including topical account, show-specific accounts and on-air staff accounts.

The data on age is hardly surprising. The median age of an NPR Twitter follower is 35 — around 15 years younger than the average NPR radio listener. This lines up with data we recently found about other traditional news media; the average Facebook user reading and “liking” content on a news website is two decades younger than the average print newspaper subscriber.

Not to put too fine a point on it, the future of news media lies in successful integration of social media to get the attention (and click-throughs) of a younger generation — a generation whose news needs are vastly different than those of the generations that preceded it.(My emphasis)

Of NPR’s Twitter followers, the majority (67%) still do listen to NPR on the radio. But the other ways they access NPR’s content are indicative of a growing trend:

Of survey respondents, 59% said they use NPR.org, 39% listen to NPR’s podcasts, around half use an NPR mobile app and 28% say they access NPR via Facebook. All told, 77% of NPR’s Twitter followers said they get all or most of their news online.

And Twitter followers are more likely to expect breaking news, too, likely because of the real-time nature of the medium.

At KETC we found the same thing when we ran out project to help people find a safer more trustworthy route to help in the Mortgage Crisis. KETC helped many people who never watch our programming and who never will. They got connected to KETC because they found what they needed on the web. It was how we connected that was the key.

When NPR hosted the New Realities Project back in 2006/6 – the intent was to imagine our value in 2009 and beyond. We did this. Most saw that one of the things we had to do was to do a Burger King and offer our content up “Your Way”

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The guys even wrote a song – but while some – mainly at NPR really got this – of course as we know today about adoption – most did not and have not and still hope that all of this will go away.

Want a larger and more committed “audience” – let them find you “Their Way” – Integrate the web into what you do fully.

Convening Community to solve bog complex problems – Future of Pub Media?

Social Media for what? As the shadows lengthen, I am seeing that the new role for public media is not simply to bring you Jane Austen on Sundays – though that is worthy – but to use the trust evoked in a generation public TV and radio to help us as citizens help each other face terrible times.

The mortgage crisis is now clearly not just about a few people who should have known better, as many like to see it, but is a crisis so deep and wide that it has the power to doom not only individuals but cities. As houses fall, so do streets, the blocks then neighborhoods and then entire cities. Loss of taxes will shutter schools, loss of taxes will neuter governments, loss of mobility and loss of value will shut down people. So the financial cancer spreads until maybe America comes to a halt.

So what to do? This is where social media will I think play it’s most important role – that of empowering people to come together and to help each other. This is I think where the history books will tell the story – not that Facebook or My Space were cool, not that business finally got it. No I think the story will be that Social Media enabled the rise of Community Power and that it was Community Power that helped America through these times. That it was Community Power that replaced machine Democracy and restored the Republic.

Big claim! So here are some early signs – you can see this great power stir before your eyes

 

KETC, a client of mine, the Public TV Channel in St Louis, has been chosen by CPB to test how well a public TV station can be in Convening the wider community of its city to come together and help each other cope with a giant crisis. Here is a link to the background.

I am writing today to offer up an early report. This week we held the first on air/web town hall meeting.

For the first time St Louisans could see that they were not alone. The room was full of all sorts of people. St Louisans could see the enormous amount of help that was there for them. They could hear stories of all the things that could happen for bad or good. They could feel hope.

The show (links part 1 part 2 - part 3 – part 4) was masterful. First of all it set the context – it gave the whole story. Then the full range of risks and remedies were explored.

As I watched this show, I felt as I had after Robin’s cancer diagnosis when we met the wonderful team of people who saved her life. I felt that while the situation was dire, that I might lose not my home but my wife, that we had the benefit of a great team and of the best that medicine could offer – we knew what we were up against. We knew that we had a chance. We had hope whereas before we had only fear.

I thought that I knew it all before the show. But I didn’t. In an hour, Ruth had covered the full story. No sound bites here. The full story!

The last segment was for me the most gripping. Here the show is opened up to the audience, to callers and those on the web. Here the voice of the community spoke. The dignity of the people and the panel was something to behold. The barriers between the helpers and the helped were eliminated. Something important happened.

The full impact was also revealed.

This is much more than a person losing their home. This is about the ripple effect that kills blocks, kills communities and in the end can doom the city. The ripple effect affects us all.

Next week we have a second show. This time we will focus on the the ripple effect – how can St Louisans work together to protect their communities? How can the people save their city?

Of course what you see on TV is merely the surface. If you look at the video, you will see The Swan – You will see the show but behind the scenes the feet are paddling hard under the surface.

The guys at KETC are paddling like fury all over the city and the state connecting people to help and more important connecting the help to the help. Have a look at the credits at the end of part 4.

This is the hard graft – many organizations, I call them Nodes of Trust, are meeting each other for the first time and seeing how much they can do to help each other do a better job.

Many are also seeing that the mortgage crisis itself is only part of a much more dangerous threat, the Ripple, that has the power to take the entire city down.

This is why I make the claim I do. I can think of only one way to dig our way out of this mess – to connect the people so that they can take charge themselves. Social Media and stations like KETC are the way to make these connections.

Many are starting to see that many who got caught were not foolish but unfortunate or worse exploited.

St Louisan are starting to feel that they might have a chance of beating this – a chance not because of false hope or exhortation but hope drawn from meeting other good men and women and seeing that together they can make an impact. Seeing that they are not helpless.

I think that KETC is on its way to prove out the hopes of CPB – that Public Media can be seen as a powerful force for good in their community. For who else can do this work? Who else can act as the convenor in these tough times?

The end of TV as we know it – the best summary ever

Here is Michael Rosenblum in a tour de force nailing why TV is dead. No fuzziness – Just the straight math!

Every Board member in Public TV should see this and know why simply trying harder means death. Thanks to John Proffitt who is in the pub Radio/TV world in Anchorage whose Blog – Gravity Medium is becoming a centre of the debate about the future of public media.

And here is what is killing TV and here is what all those in TV have to do