Bill Virgin's Radio Beat August 30, 2007

[radiofan]

On Radio: NPR aims to expand its reach
By BILL VIRGIN
P-I REPORTER

Like many media entities, National Public Radio is scrambling to figure out how to get its programming on new digital delivery channels and to recruit younger listeners.

But NPR isn't planning to leave terrestrial radio behind. "We're still looking to invest the vast majority of our assets in radio," says NPR Chief Executive Ken Stern during a visit to Seattle last week.

And why shouldn't it? Public radio holds a dominant position in many markets, Seattle included, and many of its competitors in news and information seem to be handing listeners to it by paring away programming on those subjects.

Even with two commercial news stations and several more in the talk realm in Seattle, NPR-affiliate KUOW-FM (94.9) placed first in the local ratings for two consecutive quarters; NPR and jazz station KPLU-FM (88.5) consistently finish in or near the top 10.

Seattle isn't unique in being a big city with strong-performing NPR affiliates, Stern says.

"Part of public radio's success in the last decade is that stations are getting better and commercial radio has vacated that space," Stern says. "NPR's one of the few national news organizations still investing in news."

As evidence of that Stern cites the recently launched news show "Tell Me More," and plans to expand international reporting

But NPR has been looking for ways to get its programming to listeners through means other than a local station's transmitter. Its own Web site features podcasts and streaming; it also has distributed its programming to satellite provider Sirius. It has launched a service to bring content to mobile devices. It also plans to start a new music Web site featuring performances and interviews. It even has hired video producers to develop content. "NPR has to be in many different places," he says.

This flurry of activity has raised some concerns among affiliates that NPR, by making content available through such alternative channels, is handing that programming to local stations' competitors or competing with them directly.

"It's a very interesting challenge we face, the need to improve our primary channel," but also compete in the digital realm, Stern says.

The answer will be "to have NPR and the stations be successful together," he adds. KPLU is a launch and business partner in the mobile service. KPLU-FM and KEXP-FM (90.3), with their extensive music archives, are partners in the NPR music Web site. "As we move to all these platforms, KUOW, KPLU and KEXP have to be on them; the audience expects it."

Having local stations like KPLU and KEXP involved in NPR's Web music channel will give them exposure to listeners outside their broadcast market, Stern says. "They're two phenomenally good stations, but how do people in other parts of the country find out about them?"

As for the challenge of attracting a younger audience -- NPR's average listener age is 51 -- the network plans to launch a new morning news magazine aimed at adults 25-34. Called the Bryant Park Project (named for the location of its New York bureau), the show's hosts will include Luke Burbank, formerly of KUOW.

"A lot or people outside our core demographics are interested in our content," Stern says. "They're turned off by our conventions."

Exactly how NPR will break those conventions of tone and pacing in the new show isn't clear, but Stern says it won't be done by dumbing down content, an approach many media have used in an effort to draw younger listeners. One difference could be in the perspective taken on an issue, he says, such as approaching the topic of health care for the uninsured and underinsured from the viewpoint of those just out of school.

All these new ventures don't come cheap, which raises another challenge for both NPR and the affiliates: how to pay for them. Says Stern, "The biggest source of support is listener support. How does that translate to digital? Each of these pieces has a little bit different business model." For the mobile-device channel, for example, the financial model could include content sponsorship and the ability to donate to local stations.

Stern says it's in NPR's interest to maintain the strength of its local affiliates. "We'd love every market to be like Seattle," he says. "Strong local stations means a strong NPR."

In other radio notes:

An addendum to the recent announcement that the Seattle Seahawks have renewed their agreement with KIRO-AM (710) to be its radio flagship station. In 2008 the games will be simulcast on KBSG-FM (97.3).

Visqueen and Seaweed perform live at the High Dive in Fremont on "Audioasis" at 6:30 p.m. Saturday on KEXP-FM.

Attorney General Rob McKenna takes listener calls on "Weekday" at 9 a.m. Thursday on KUOW-FM.

"Voice of Diversity" at 6 p.m. Wednesday on KBCS-FM (91.3) looks at environmental issues at the Port of Seattle.

P-I reporter Bill Virgin can be reached at 206-448-8319 or billvirgin@seattlepi.com.

Bill Virgin's Radio Beat Thursdays in the Seattle P-I