NPR Broadens Morning Programming

Posted Jan 4, 2007 by secqb
National Public Radio NPR tries to woe the 25-44 set by broadening morning programming.
Emerging radio technologies are now gaining steam, and that is allowing groups
like National Public Radio (NPR) to expand its programming. Currently, NPR
enjoys a die-hard listener base of 13 million for its drive-time program,
Morning Edition, though the network is now tailoring additional coverage for the
25-44 bracket. “Morning Edition is a tremendous success and a daily priority
for millions of Americans, but one size doesn’t fit all when it comes to news
and information," said Ken Stern, chief executive of the network. "The 25-to-44
age group is underserved by the media and seeking smart, thoughtful content
relevant to their lives." NPR will begin delivering its new concoction in March
across a number of formats, including terrestrial, satellite, and online radio,
as well as HD multicast stations.
A pilot of the program, called “NPR Rough Cuts,” is now being floated to draw
early feedback. The early version is being distributed through podcasts and
online streams, and programming ideas are being tossed
around on a blog. NPR is allocating resources and staffing for the effort, and
will base operations in New York. "The service will extend across all media
platforms and the program will act as a launch pad for a variety of original
cross-platform content, including video," the company indicated. The effort
follows a number of technology and programming initiatives by NPR, and comes
during a period of increased audience fragmentation. Last summer, the company
stepped-up efforts to consolidate its disparate collection of programming from
member stations, a plan that plays perfectly into the archiving capabilities and
universality of the internet.