Digital Think In Deck
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The document discusses a 2009 think-in held by NPR and frog design to generate concepts for NPR's digital future. It identifies five key focus areas: social, revenue, local, platform, and open. For each area, it provides context on opportunities and challenges, as well as suggestions for breakout group activities to generate new concepts within each focus area. The overall goal is to develop ideas that can inform NPR's digital strategies, business models, and fundraising approaches.
Digital Think In Deck
- 1. The Digital Future of NPR NPR Digital Think In October 9, 2009
- 3. public media myths 1 NPR & PBS are the same. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 3
- 4. revenue sources NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 4
- 5. public media myths 1 NPR & PBS are the same. 2 If it’s public radio, it’s NPR. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 5
- 6. public radio NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 6
- 7. listening hours* NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 7
- 8. public media myths 1 NPR & PBS are the same. 2 If it’s public radio, it’s NPR. 3 Public media organizations are federally funded. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 8
- 9. revenue sources NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 9
- 10. npr coverage NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 10
- 11. agenda for think in
- 12. context While there are many people thinking about the future of journalism, today’s conversation is different: NPR is a unique media We are specifically organization because of thinking about the its business model. future of journalism within a five year horizon. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 12
- 13. today’s goal Generate actionable concepts that address five key challenge/opportunity areas for NPR. Focus areas: Social — NPR & community Local — community & geography Open — content & accessibility Platform — content & distribution Revenue — support & community NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 13
- 14. today’s output These concepts will be used to inform NPR’s: digital service roadmaps business models fundraising strategies NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 14
- 15. upcoming NPR is identifying an advisory task force to help define and validate its digital future on an ongoing basis. Today’s concepts will launch internal development initiatives. Today’s concepts will serve as inspiration for NPR’s upcoming Public Media Camp on October 17th. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 15
- 16. teamwork expectations Move past soapbox rants and circular debate. Move towards productive discourse. Propose solutions that address NPR’s unique situation. Listen, collaborate, and have fun. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 16
- 17. our focus areas
- 18. social NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 18
- 19. social Context NPR has a level of listener What value can the loyalty that’s unmatched. NPR community create At the same time, the through dialogue? NPR community is not as involved with NPR, or with each other, as one would expect. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 19
- 20. social Considerations How can NPR’s loyal listening audience get engaged with the online community? How can the NPR community connect with other existing online communities. Which online social interactions can be translated into deeper engagement and ultimately financial support? NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 20
- 21. social Breakout Group Activities Generate concepts in Generate concepts for a which NPR listeners collaborative framework engage with each other for the community to in a significant and engage with journalists meaningful way. and each other. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 21
- 22. revenue NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 22
- 23. revenue Context In a traditional broadcast How can NPR and model NPR member member stations tie stations displace content financial support to to solicit support. In a content in a new way? digital context, this is no longer feasible. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 23
- 24. revenue Considerations Can a direct linkage be established between individual donations and specific reporting that’s beyond “listeners like you.” How can digital media be used to cut operating costs? Are there entirely new revenue sources that NPR isn’t considering? NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 24
- 25. revenue Breakout Group Activities Generate concepts Generate fundraising that allow listeners to models that benefit support news that is both NPR and member important to them. stations. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 25
- 26. local NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 26
- 27. local Context As digital distribution How, in the age of becomes pervasive, digital distribution, can stations lose their local stations rebalance monopoly on local the mix of local and broadcast audiences. national content This increases pressure production? on local stations to increase local relevancy. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 27
- 28. local Considerations How can NPR stations engage the community to strengthen local news coverage while maintaining journalistic integrity? How can NPR use in person events to better engage their community? What kind of partnerships can member stations form? NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 28
- 29. local Breakout Group Activities Propose how a station Propose strategy that would be organized leverage best practices (management from local stations and structures, geographic scale them across the positioning, job roles, member network. etc) to best serve its audience? NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 29
- 30. platform NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 30
- 31. platform Context “…we must consider How can NPR evolve new ways to build a great its platforms and the network for knowledge media they distribute? – not just a broadcast system, but one that employs every means of sending and storing information that the individual can use.” – Lyndon B Johnson, Public Broadcasting Act of 1967 NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 31
- 32. platform Considerations How can NPR deliver content in an increasingly mobile context and across platforms? How can NPR use its platforms to allow the aggregation, while also ensuring its integrity? How can NPR’s platform be made more social and embrace increased community engagement? NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 32
- 33. platform Breakout Group Activities Define concepts NPR’s core about how NPR’s competency is platforms can integrate producing audio into the larger media content. Generate ecosystem. concepts for how a future platform reflects this fact. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 33
- 34. open NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 34
- 35. open Context With the adoption How can NPR of open APIs, NPR’s manage the process of content will be mashed becoming more open? up with user generated content and leveraged by entrepreneurs. While this may increase NPR’s audience and produce revenue it may also erode NPR’s editorial voice. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 35
- 36. open Considerations Are there existing financial models that NPR can consider to balance openness with economic sustainability? What impact will NPR’s open APIs have on other media outlets? How can entrepreneurs make money for themselves, and NPR, by leveraging content through open APIs? NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 36
- 37. open Breakout Group Activities Create concepts for how Create concepts NPR can act as a curator for applications that for open source content. use the open APIs, which strengthen the relationship between NPR and member stations. NPR Digital Think In © 2009 frog design. confidential & proprietary Oct 9, 2009 37
- 38. today’s process