I’ve been following recent reports of how some local public media outlets view locally created programming on broadcast and digital platforms.
WBEZ/Chicago will reportedly cut local programming. Sources told Axios that the station wants to focus more on the digital platform.
Conversely, WAMU/Washington DC announced it would shut down its digital platform, DCist, to focus more on audio. Add Colorado Public Radio and other stations to the list.
What gives?
I’m a strong supporter of local radio programming. It is what distinguishes a local station from just being a pass-through of NPR programming. I’m also old-fashioned enough to view our role as broadcasters through the lens of serving our community.
But economic pressures impact public media in the same way they impact commercial stations and other entities. We are likely to see a continued rebalance.
I’ve worked with some public radio stations that have invested considerable resources into creating podcasts and digital programs, only to be disappointed when they don’t attract a significant audience or sustainable revenue.
Sometimes, a station’s dream to be a player on the shiny-new-object that is digital gets in the way of a solid business model.
I advise stations to create metrics to determine if the investment pays dividends. If a podcast or other venture doesn’t satisfy those metrics, it should be shut down. If a station has hired staff for that project, layoffs might occur. That’s the brutal reality.
It doesn’t mean stations shouldn’t try, but as philosopher Jean-Jeacques Rousseau said, “The world of reality has its limits; the world of imagination is boundless.”
- Don’t go into any new project – digital or otherwise – blindly.
- Have metrics.
- Evaluation
- Make difficult decisions when necessary.
- Move on to the next idea that serves your audience more successfully.
Dave Edwards helps public media professionals become more effective leaders through executive coaching and consulting services. He previously transformed WUWM Milwaukee Public Radio into one of the country’s most successful public radio stations and served as chair of the NPR Board of Directors. He also teaches classes at Marquette University and online. He blogs on productivity and management-related issues at www.DaveEdwardsMedia.com.
Find out more about the services Dave provides to public media HERE.
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