Monday
Mar022009
What can public media learn from commercial and vice versa
Vivian Schiller, the new NPR CEO, spoke at a luncheon today at the National Press Club. In the past she worked for organizations such as the New York Times and CNN, and she used her experience in both pubic and commercial media to share what each entity does well, and what can be improved. In her speech, she outlined five points for each category, and concluded with the steps NPR will be taking to improve its business model in difficult economic times.
What NPR can learn from commercial media:
1) More bottom line thinking. Schiller stated that commercial media keeps “Rigorous, ongoing evaluation of the business and its returns.”
2) A sense of urgency facing digital media.
3) Focus on audience. Serving the audience what they want and expect.
4) Do a better job at reaching diverse audiences, “not purely out of public service but because it’s good business.”
5) Not to be shy about publicizing, promoting, and marketing. “You know what, we do this really well, our audience appreciates it... Promoting and marketing yourself is not purely self-serving,” Schiller concluded.
What commercial media can learn from NPR:
1) Audience. NPR listeners have a very personal connection and ownership with their experience. Schiller said listeners feel, “NPR is mine, it belongs to me.”
2) Brands. Schiller believes NPR evokes brand loyalty as an entity better than any other media organization. In television, people have loyalty to shows, not networks.
3) Dedication of the workforce. “There are 8000 people that work in public radio... Nobody in public media is there because they think they’re going to get rich fast, or even slow. They’re all motivated by the mission.”
4) Business model. Schiller described NPR’s business: 60% revenue comes from programming fees and membership; 25% from endowment, philanthropists, and institutional foundations; and the rest from underwriting and sponsorship. Less than 1% from comes from the government funded Corporation of Public Broadcasting. Schiller explained that this model would not work for commercial media for several reasons, concluding, “Certainly they can learn but I don’t think its the answer.”
5) National-Local system. The national organization with local affiliates is something every news organization would want, and this is the most important, powerful aspect of NPR’s success. However, she believes the national and local levels need to work better together.
Schiller ended her speech by stating that problems facing media require immediate attention. She stated that NPR will be working on improving its model by increased communication and focus on local investigative journalism. “We have the urgency now and I believe that this is going to be our unique opportunity to rally together and serve the American public in ways that we do so well,” she concluded.
What NPR can learn from commercial media:
1) More bottom line thinking. Schiller stated that commercial media keeps “Rigorous, ongoing evaluation of the business and its returns.”
2) A sense of urgency facing digital media.
3) Focus on audience. Serving the audience what they want and expect.
4) Do a better job at reaching diverse audiences, “not purely out of public service but because it’s good business.”
5) Not to be shy about publicizing, promoting, and marketing. “You know what, we do this really well, our audience appreciates it... Promoting and marketing yourself is not purely self-serving,” Schiller concluded.
What commercial media can learn from NPR:
1) Audience. NPR listeners have a very personal connection and ownership with their experience. Schiller said listeners feel, “NPR is mine, it belongs to me.”
2) Brands. Schiller believes NPR evokes brand loyalty as an entity better than any other media organization. In television, people have loyalty to shows, not networks.
3) Dedication of the workforce. “There are 8000 people that work in public radio... Nobody in public media is there because they think they’re going to get rich fast, or even slow. They’re all motivated by the mission.”
4) Business model. Schiller described NPR’s business: 60% revenue comes from programming fees and membership; 25% from endowment, philanthropists, and institutional foundations; and the rest from underwriting and sponsorship. Less than 1% from comes from the government funded Corporation of Public Broadcasting. Schiller explained that this model would not work for commercial media for several reasons, concluding, “Certainly they can learn but I don’t think its the answer.”
5) National-Local system. The national organization with local affiliates is something every news organization would want, and this is the most important, powerful aspect of NPR’s success. However, she believes the national and local levels need to work better together.
Schiller ended her speech by stating that problems facing media require immediate attention. She stated that NPR will be working on improving its model by increased communication and focus on local investigative journalism. “We have the urgency now and I believe that this is going to be our unique opportunity to rally together and serve the American public in ways that we do so well,” she concluded.
Iraqi Refugees need U.S. help, advocates say
America must invest more time, money, and human resources to help those displaced by the ongoing Iraq War, according to human rights advocates from the Washington, D.C.-based Refugees International.
The presence of 2.6 million displaced Iraqis persons is overwhelming to neighboring Middle East countries and is “undermining” to the social fabric of Iraq, said Ken Bacon, President of Refugees International, at a speech made today at the National Press Club.
President Barack Obama talked about displacement with Iraqi Prime Minister Nouri al-Maliki during his surprise visit to Iraq on Tuesday.
Bacon is happy at what is being seen as a distinct change from the “little attention” that the Bush Administration paid to Iraqi displacement.
It is estimated that since the U.S. invasion of Iraq in 2003, 2.6 million Iraqi’s have lost their homes and have fled other parts of the country. An additional 2 million have fled to neighboring countries, including Syria, Jordan and Egypt.
Bacon said that greater American and international support in receiving refugees and providing financial-aid can help stop the crisis.
Displacement of that many people “affects the whole region”, said Bacon, which results in educated citizens and specialized workers fleeing the country.
There are only 18,000 practicing doctors in Iraq, down from 32,000 doctors in 2002. There are more Iraqi doctors in Jordan than in Iraq’s capitol city of Baghdad, Bacon said.
Last year Democratic Senators Robert Casey (PA) and Benjamin Cardin (MD) introduced a bill to increase aid to Iraqi refugees and allow more of them to enter the United States. Since the FY2010 Budget has been approved by Congress, any appropriated funds to help Iraqi citizens would have to come through additional legislation, Bacon said.
A spokesman for Senator Cardin said it has not been decided yet if similar legislation would be introduced in this Congress.
Refugee International’s Field Report on the Iraqi refugee situation said that the Iraqi government is trying to keep more of its citizens from fleeing their homeland. It is feared by the Iraqi government that the existence of so many refugees tarnishes the image of overall security within the country.
The report also said Iraq violated international refugee laws in 2007 by asking Syria not to accept any more Iraqi refugees.
Many refugees have fears of returning home, the report says, because many of those that returned already have been killed.
Kristele Younes, an advocate with Refugees International, says that security is a major issue in Iraqi neighborhoods, with each little borough acting as its own walled off “fiefdom”.
Younes said that the United Nations is trying to place a tourniquet on the flow of persons out of the country by the end of the year, but significant challenges remain in Iraq, including budgetary shortcomings due to low oil prices, corruption within the government and sectarianism.
The Refugees International’s report on Iraq can be found here.