Reinventing Radio

Steve Outing says he's pessimistic about newspapers, and that their CEOs haven't demonstrated the ability to save them.

He then writes a list of things that newspapers could do to confront the issues they currently face. Of course many of these items are equally true for all media. Such as "transform the company to digital first," allowing readers to support newsgathering, or Jarvis' mantra (here, in this post from two years ago): do your best and link to the rest.

Outing also suggests that newspapers create a membership model and accept that the Web is about free.

These last two sound a little like Public Radio's business plan: create something good then ask supporters to pay for it. (Disclosure: I work in public radio at WBUR in Boston. So I know this unlikely but successful business model well.)

Radio is perhaps lucky that it is forced to recognize that radio and the Web are two separate and distinct marketplaces with different value propositions, an observation that may have been lost on newspapers.

In the first radio finds itself with a value proposition that still works. That is: I'm in my car, I need to be entertained by something that doesn't require my hands or eyes to make it work. Equally: I'm cleaning the house, a task that requires my hands and eyes but not my concentration; I need something to occupy my mind. Radio is the solution for the many situations like these you find yourself in each day.

Staying alive in this marketplace is all about adopting new technologies. That's because any tool you can use like a radio, can replace a radio. That could be a computer, a smart phone or a Web audio player. These are eroding traditional radio's marketplace and offer a better product, because they're attached to the Internet and so can play audio from anywhere.

In addition to that, listeners who want to spend a little time figuring out how to create playlists from different sources and play audio when they want it, are changing the radio marketplace, slowly but inexorably.

So the "hands and eyes occupied, brain not so" value proposition is still valid but the marketplace is changing. It's changing because the tools that put the audio into that space are changing. Public Radio has changed with them by producing some of the most popular news and information podcasts in iTunes. But listening to podcasts has a high threshold of entry for the listener. You've got to really want to do it, to do it. Something simpler, like Stitcher, will come along, and radio stations have to be there when it arrives.

The Web is a different marketplace, a fact that newspapers might have missed because their stories, already in text, move so easily onto the Web. But news and information radio stations aren't fooled by this, because news and information radio clearly doesn't lend itself to the Web. It doesn't work, because it breaks the "hands and eyes occupied, brain not so" value proposition. If you're surfing the Web your mind is occupied. You can't concentrate on a Web story and a radio story at the same time.

So if news and information radio stations are to succeed on the Web, reinventing themselves is not an option, it's a requirement for success.

Current reported recently on Public Radio's advances into Web content, looking at The Argo Project, a public radio project that aims to produce Web content in verticals, led by NPR's head of digital media Kinsey Wilson.

"We’re beginning to see the reinvention of newsgathering and delivery at the local level," acknowledges Wilson in the article. The Argo Project responds to that not by producing the broad coverage you hear of the radio, but by selecting narrow verticals and providing narrowly focus in-depth coverage of those issues, establishing Public Radio as something more than audio.

Over the years newspapers have failed in attempts to produce radio stations, and it's hard to imagine there haven't been radio stations that have failed in newspaper projects. Projects like these die because they are trying to move what they do in one medium directly into another. They are not reinventing themselves.

Public Radio seems to be showing that it has the will to reinvent itself. Let's hope the old unlikely business model will provide the money, as Outing suggests it might.