Observations on NPR One
NPR One is a good start for what it is trying to do and it will get better. Here are a few early observations about its potential impact on NPR and NPR News stations.
Sonic Station Branding Needs to Improve – a Lot
When it comes to cobranding, NPR News stations fare better in NPR One than in any of NPR’s previous digital audio efforts. An NPR One listening session begins with an NPR/Station cobranded audio ID. Local station newscasts and stories appear throughout listening sessions. Occasionally, there is a second NPR/Station cobranded audio ID, but there is nowhere close to the amount of NPR/Station cobranding listeners hear when using the radio.
That sonic cobranding over the past three decades was an integral part of building the NPR brand and strong station brands. That sonic cobranding is still needed today to maintain strong station brands. It is probably the single most important element of helping stations of all sizes solidify their place in the digital media space.
This is extremely important given that NPR is prohibited by policy from raising money directly from listeners. In order to protect the existing listener-support model, every listening session in the NPR One space has to have NPR/Station cobranding that is as good, or better, than what listeners have experienced over the past three decades. Stations have to get equal credit with NPR for creating quality listening experiences in the digital space or fundraising revenues will eventually drop.
No Sense of Place, No Sense of Time, Inconsistent Pacing
Sense of Place, Sense of Time, and Pacing are three vital aspects of the radio listening experience for many people, especially in the morning. The radio programming elements that create Sense of Place, Sense of Time, and Pacing – time, segment time posts, weather, local information, forward promotion, etc. – are absent from NPR One.
This will be perfectly fine for many NPR One listeners. Some will even embrace it and use NPR One exclusively. It could even be a substantial audience. But the absence of these elements will prevent NPR One from being a “radio killing” app.
The more likely scenario is that NPR One will share substantial audiences with NPR News stations. These shared audiences will want varied listening experiences. It’s not difficult to imagine someone listening to an NPR station live via stream or over the air in morning and afternoon drive and then using NPR One to customize their listening experience during other dayparts. This is something worth testing within the NPR One app, including testing “live now” promotion of key interviews on national and local talk shows.
Weaker Branding of NPR Programs and NPR Hosts
NPR One is creating a bit of a branding mess for NPR's hosts and programs. I’ve heard NPR’s Steve Inskeep, David Greene, Melissa Block, and Scott Simon all introducing stories within the same listening session. It is sometimes difficult to sense who the host is supposed to be. Likewise, the names of multiple NPR programs can appear within the same listening session.
In its current state, the NPR One App transcends the NPR’s major sub-brands such as Morning Edition and All Things Considered. That might just be one of the inevitable side effects of personalizing the listening experience. The source programs of content could end up being irrelevant in NPR One and the role of the programs hosts could be more correspondent-like than host-like.
Pre-Atomization of Content
Atomizing content is curating it in a way that extends its shelf life and makes it easier to discover and consume in the digital space. It is my understanding that a lot of NPR News content is currently atomized after it is presented on the newsmagazines. That’s why, when listening to NPR content on demand, you can still hear a program outcue at the end of an interview or a reference to “this morning” when a host introduces a story. Those are elements of good radio programming that are unnecessary, and even problematic, in the NPR One space.
Expect this to change. Expect more of what you hear in Morning Edition and All Things Considered to be pre-atomized; to be produced to be NPR One-ready without as much editing work on the back end. Will it change the way NPR’s newsmagazines sound on the radio? Probably. Will pre-atomization of content hurt the audience performance of Morning Edition and All Things Considered? We don’t know. Maybe it could help.
Maybe the pre-atomization of NPR content will create new branding opportunities for stations around NPR’s flagship programs. Presently, stations face challenges establishing their own brand in the NPR News programs without excising elements of the NPR brand. A more atomized Morning Edition or All Things Considered just might be the best approach to helping stations create stronger local brands without running away from their NPR identity. More on that in a future posting.