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  Aug. 19, 2020, 8:30 a.m.
  [30]Audience & Social

Radio listening has plummeted. NPR is reaching a bigger audience than ever.
What gives?

  This year, for the first time, NPR will make more money from
  underwriting on podcasts than on its radio shows.
  By [31]Sarah Scire [32]@SarahScire Aug. 19, 2020, 8:30 a.m.
  Aug. 19, 2020, 8:30 a.m.

  Since the pandemic took hold in the United States, NPR’s radio ratings
  have taken a nosedive. Half of AM/FM listening in the United States
  takes place in a car, but between reduced (or eliminated) commutes and
  social distancing, there’s been [33]a steep decline in the drivers that
  make up public radio’s traditional broadcast audience.

  “People who listened to NPR shows on the radio at home before the
  pandemic by and large still do,” NPR’s own media correspondent,
  [34]David Folkenflik, [35]reported on July 15. “But many of those who
  listened on their commute have not rejoined from home. And that
  threatens to alter the terrain for NPR for years to come.”

  Even as its legacy platform’s audience has declined, though, NPR says
  it is reaching more people than ever. The dip in radio listenership —
  22 percent — has coincided with a record number of people turning to
  NPR on virtually every other platform. More people than ever are
  reaching NPR through the website, apps, livestreams, and smart speakers
  (“Alexa, I want to listen to NPR”).

  In total, 57 million listen or watch or read NPR content each week, up
  10 percent from this time last year. Comparing spring 2019 to spring
  2020, here’s where NPR saw its numbers move:
    * Unique weekly visitors to [36]NPR.org increased 94 percent
    * Smart speaker streams and on-demand audio increased 29 percent
    * Live stream listeners increased 39 percent
    * NPR app usage grew 22 percent
    * NPR One app usage increased 19 percent
    * NPR Music, through YouTube, saw its traffic increase by 90 percent

  These changes have implications for NPR’s bottom line, which draws on a
  mix of [37]underwriting, member station fees, government funds, and
  donations. In 2020, for the first time, NPR will make more money from
  underwriting on podcasts than from its radio shows.

  That’s not to say it’s been untouched by economic pain. The
  broadcaster, which avoided layoffs by implementing pay cuts and
  furloughs this summer, [38]projected $12 to $15 million in
  coronavirus-related ad revenue losses and continues to compete
  alongside for-profit news outlets for a dwindling pool of advertising
  dollars.

  Some of the changes in NPR’s audience mirror what we’ve seen elsewhere
  in the news industry — [39]traffic to news sites spiked in the early
  months of the pandemic — but the pandemic’s long-term effects seem
  poised to have a unique impact on radio listenership.

  NPR’s senior director of audience insights, Lori Kaplan, [40]has said
  public radio’s audience includes a disproportionate percentage of
  workers who are able to do their jobs remotely during coronavirus
  shutdowns — and that these professionals are interested in continuing
  to work from home even after we’ve left coronavirus in the rearview
  mirror.

  “We’re experiencing a sea change,” Kaplan [41]told Folkenflik. “We’re
  not going back to the same levels of listening that we’ve experienced
  in the past on broadcast.”

  [42]RELATED ARTICLE
  [43]Left on the dial: With young people trading AM/FM for streaming,
  will radio find a home in your next car?
  [44]Laura Hazard Owen
  [45]April 18, 2016
  NPR’s leaders have been reading the tea leaves. They’ve seen the
  studies showing younger generations overwhelmingly use the internet and
  their phones (not radios) for audio. In other words, they knew this
  shift was coming. They just didn’t know it would happen all at once.

  “It was so clear people’s behaviors were changing,” said [46]Tamar
  Charney, who leads NPR’s digital strategy. “You’d look at the
  demographic trends and young people were not listening to radio like
  older people.”

  Bringing a younger, more diverse audience into the NPR fold means
  reaching listeners on the platforms they’re already on — whether that’s
  putting podcasts on [47]Spotify, music on [48]YouTube, or newsy
  explainers on [49]TikTok. The increased emphasis on digital platforms
  started long before Covid-19 and has been coming from both directions,
  Charney said. At the top, executives are putting two and two together
  from the demographic reports and, bubbling up from the bottom, junior
  producers and interns want to produce content that their digital-native
  friends will actually see.

  “I think many of us looked at what happened to newspapers and saw the
  type of thing that could happen when people haven’t changed and
  technology changes,” Charney said. “We have great journalism content,
  and it’s about getting it to the people we want to serve on the devices
  they’re on.”

  [50]Maria Godoy, a senior science and health editor and correspondent,
  is one example of this newly critical effort. Godoy has seen her “News
  You Can Use” segments reach new audiences — and be repurposed from,
  originally, [51]a segment on All Things Considered (one of the legacy
  shows that’s [52]seen its radio ratings collapse) to [53]an episode of
  the Life Kit Podcast to [54]a video shared on Instagram, Facebook, and
  YouTube.

  Since April, Godoy’s story on safely shopping for groceries has been
  viewed 3.9 million times on NPR.org, 2.74 million times on Apple News,
  446,000 times on Instagram, and 77,000 times on YouTube. The podcast
  episode was downloaded 176,000 times and drew 600,000 interactions
  (likes, comments, shares, etc.) on Facebook.

  “I recorded it once and was able to use it and get it out there in all
  these different ways. That felt really good,” Godoy said. “We were able
  to reach new people who may not be coming to [55]NPR.org or tuning in
  to radio.”

  Godoy said correspondents are encouraged to expand into as many
  platforms as they feel comfortable doing. Some — like podcasts, which
  are also audio-first — come easier than others. She’s leaned on
  colleagues for help creating illustrations for visual platforms like
  Instagram and, tasked with creating her first video during lockdown,
  enlisted her 10-year-old son to hold her mic. ([56]“How’s that, Noah?”
  “Uh…decent.”)

  [57]RELATED ARTICLE
  [58]Out of many, NPR One: The app that wants to be the “Netflix of
  listening” gets more local
  [59]Shan Wang
  [60]January 11, 2016
  The type of stories that Godoy has seen take off — in addition to the
  grocery shopping tips, [61]a video she made on safer face masks saw
  similar engagement on YouTube and Instagram — are framed for a national
  audience. One of NPR’s greatest challenges [62]remains finding the
  right mix of national and local news on digital platforms, including
  the [63]NPR and [64]NPR One apps.

  Charney, who lives and works from Michigan, said local news stories
  like her state’s water crisis have deepened her commitment to ensuring
  local coverage isn’t left behind as national NPR innovates and launches
  digital platforms.

  “Digital platforms are so damn expensive to create that they’re almost
  by definition national,” she said. “We’ve been working really hard to
  think about how we bring station content into packages on a national
  digital platform. We need to make sure that local coverage is there,
  because it’s so important to the life that people actually live day to
  day.”

  The coronavirus is another news story where listeners are hungry for
  up-to-date local information on school board decisions, restrictions on
  local businesses, the number of ICU beds, confirmed Covid-19 cases, and
  more.

  Charney, whose long career in public radio includes leading Michigan
  Radio and managing content for NPR One, said that even after 20 years
  of “mind-boggling change,” this year still feels like the fastest
  acceleration yet.

  “We’re doing a lot of things in a lot of places and I hope we’ve chosen
  the right places to concentrate because, at the end of the day, we
  don’t quite know where some of this will shake out,” she said. “The way
  we are living our lives has changed radically and the way we’re
  consuming media has changed right along with that radical change.”

  Looking at the most recent numbers, Charney is most heartened by the
  new listenership for NPR’s apps and [65]the Alexa-based stream. (NPR
  customizes content for Google Assistant and Google Home but [66]70
  percent of smart speaker owners in the United States use Amazon’s Echo
  products.)

  “This is something we’ve been quietly working on in the garage for a
  while, and to see it finally in the spotlight is really encouraging
  that we’ve made some of the right bets about the future way audio will
  be delivered,” Charney said. “I think that’s been a tremendous success
  story for NPR — that the things we’ve been doing to ensure that our
  core strength, which is audio, remains strong in the digital
  environment are paying off.”

  Illustration by [67]Irene Rinaldi on Behance.
  POSTED     [68]Aug. 19, 2020, 8:30 a.m.
  SEE MORE ON [69]Audience & Social
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  MLA

  Scire, Sarah. "Radio listening has plummeted. NPR is reaching a bigger
  audience than ever. What gives?." Nieman Journalism Lab. Nieman
  Foundation for Journalism at Harvard, 19 Aug. 2020. Web. 22 Aug. 2020.
  /www.niemanlab.org/2020/08/radio-listening-has-plummeted-npr-is-reachin
  g-a-bigger-audience-than-ever-what-gives/>

  APA

  Scire, S. (2020, Aug. 19). Radio listening has plummeted. NPR is
  reaching a bigger audience than ever. What gives?. Nieman Journalism
  Lab. Retrieved August 22, 2020, from
  https://www.niemanlab.org/2020/08/radio-listening-has-plummeted-npr-is-
  reaching-a-bigger-audience-than-ever-what-gives/

  Chicago

  Scire, Sarah. "Radio listening has plummeted. NPR is reaching a bigger
  audience than ever. What gives?." Nieman Journalism Lab. Last modified
  August 19, 2020. Accessed August 22, 2020.
  https://www.niemanlab.org/2020/08/radio-listening-has-plummeted-npr-is-
  reaching-a-bigger-audience-than-ever-what-gives/.

  Wikipedia

  {{cite web
      | url =
  https://www.niemanlab.org/2020/08/radio-listening-has-plummeted-npr-is-
  reaching-a-bigger-audience-than-ever-what-gives/
      | title = Radio listening has plummeted. NPR is reaching a bigger
  audience than ever. What gives?
      | last = Scire
      | first = Sarah
      | work = [[Nieman Journalism Lab]]
      | date = 19 August 2020
      | accessdate = 22 August 2020
      | ref = {{harvid|Scire|2020}}
  }}
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  What can “folk theories of journalism” tell us about why some people
  don’t trust us?
  “Many of our interviewees had little direct experience with news, yet
  they ‘knew’ they could not trust it, or found it boring, or that it was
  part of a shady system intended to hide important matters from them.”
  What makes fake news feel true when it isn’t? For one thing, hearing it
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  Gannett newsrooms, whiter than the communities they serve, pledge broad
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  “Many of our interviewees had little direct experience with news, yet
  they ‘knew’ they could not trust it, or found it boring, or that it was
  part of a shady system intended to hide important matters from them.”
  [87]Laura Hazard Owen [_blank]
  What makes fake news feel true when it isn’t? For one thing, hearing it
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  “The more often participants had heard a statement, the more likely
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  Enquirer.”
  [88]Hanaa' Tameez [_blank]
  Gannett newsrooms, whiter than the communities they serve, pledge broad
  change by 2025
  Gannett said it will “make its workforce as diverse as the country by
  2025 and to expand the number of journalists focused on covering issues
  related to race and identity, social justice and equality.”

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