Public Radio Tries to Reignite Its Public

Public radio is drawing its largest audience ever, some 28 million listeners nationwide each week. But if it’s a golden era, you wouldn't know it from the frenetic activity to remake the genre. Flush from a $2 million Knight Foundation grant, “The Takeaway” is designed with its partner, Public Radio International, and collaborators including The New York Times, the BBC World Service and the Boston public station WGBH, to be a stark counterpoint to the taped interviews on NPR’s venerable “Morning Edition.” In the Chicago area, an 11-month-old FM station, :Vocalo, never mentions that it is affiliated with Chicago Public Radio. There’s no “All Things Considered” or “Car Talk”; instead hosts weave together interviews, commentary, reports and music, culled from user submissions to a companion Web site, vocalo.org. NPR itself started the Web-radio hybrid “Bryant Park Project” last fall, hoping younger listeners would like to hear lively hosts banter about news and culture. And NPR’s year-old midday talk show “Tell Me More,” anchored by the former “Nightline” correspondent Michel Martin, aims at diverse new voices. The urgency to find new formats is driven by audience research that can be read as glass half-empty or half-full. The 28 million weekly public radio listeners recorded by Arbitron in spring 2007 topped the previous high of 27.5 million in 2004. But the research also showed that the listeners were tuning in for shorter periods.
http://www.nytimes.com/2008/04/27/arts/television/27jens.html
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