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NPR Chief Says Network Positioned for Growth After Struggles

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Jarl Mohn, president of National Public Radio, speaks during a interview with The Associated Press, Tuesday, June 9, 2015 in Washington. After years of leadership changes and funding deficits, NPR's new president and CEO says the public radio network has turned a corner and is positioning itself to grow its already sizable audience and funding.  (AP Photo/Alex Brandon)

Jarl Mohn, president of National Public Radio, speaks during a interview with The Associated Press, Tuesday, June 9, 2015 in Washington. After years of leadership changes and funding deficits, NPR’s new president and CEO says the public radio network has turned a corner and is positioning itself to grow its already sizable audience and funding. (AP Photo/Alex Brandon)

BRETT ZONGKER, Associated Press

WASHINGTON (AP) — After years of leadership changes and funding deficits, NPR’s new president and CEO says the public radio network has turned a corner and is positioning itself to grow its already sizable audience, along with its journalistic content and funding from donors.

Jarl Mohn, a longtime radio and television executive who created E! Entertainment Television, helped launch MTV and VH1 and formed his own venture capital firm, has led NPR for nearly a year. While Mohn may seem like an outside choice for public radio, his commercial media roots, investments in new media and his 12 years on the board of Southern California Public Radio may prove critical in charting NPR’s future.

For the first time in six years, NPR is set to break even financially in 2015 with its $190 million budget, Mohn told a group of Associated Press journalists this week. Its audience of 28 million to 30 million listeners remains strong but mostly flat, though the amount of time spent listening has declined. That’s something he wants to fix.

Behind the scenes, the Washington-based network has struggled with annual deficits of $4 million to $6 million, leading to cuts in staffing and other costs. The network also drew on reserve funds to cover shortfalls. Mohn is NPR’s fifth acting or permanent CEO in six years. He has signed on for five years.

With the nonprofit network on firmer financial footing, Mohn said NPR is looking to grow its audience and raise its ambitions in fundraising to draw larger donations from foundations and wealthy individuals and more corporate sponsorships.

“We’ve got the organization on great financial footing now,” Mohn said. “It gives us flexibility to kind of spread our wings a little bit and try some innovative and creative ideas.”

The network also has taken steps to create new potential businesses to engage audiences with live events — including ticketed shows produced with local stations to showcase popular NPR personalities. And NPR held its first “up front” event with advertising agencies to capitalize on the resurgence of podcasting, which now generates 65 million to 80 million downloads monthly.

To Mohn, the popularity of podcasts in recent years — from the breakout “Serial” series produced by Chicago’s WBEZ to NPR’s “Invisibilia” series — proves there’s fresh interest in public radio content. Advertisers have noticed as well. Revenue from podcast sponsorships is up 200 percent since 2013.

For decades, media companies thought the key to reaching younger audiences was shorter, faster, flashy stories — but podcasts have proven the opposite can work, Mohn said. The average podcast listener is 37, while the average radio listener is 54.

“We don’t have to change the essence of who we are to get a younger audience. We just need to tell great stories,” Mohn said. “You can do really thoughtful, long, slow, not-glitzy stories and keep the young audience riveted with great storytelling.”

While it’s helpful to have a “new shiny toy” with podcasts building excitement, Mohn said NPR is primarily focusing on its two flagship newsmagazines, “Morning Edition” and “All Things Considered.” Each draws about 12 million listeners a week, and they air much of NPR’s content. Still, he sees potential for growth.

As a radio DJ early in his career, Mohn created a contest this year among local stations to increase their promotions for “Morning Edition” to 100 announcements a week. About 9 out of 10 stations ended up joining the competition to create the most creative promotions.

Mohn said public radio can learn a thing or two from the personality and buzz that commercial stations generated in the past. He said he’s reminding radio producers of the importance of connecting with their audiences.

“It’s basics,” he said. “It’s blocking and tackling that a lot of people may have forgotten just because year after year after year, things have drifted.”

Even more important, he said, is ensuring that NPR is producing the most compelling stories possible. The network is looking to build on its strengths in international reporting, science news and other areas to differentiate NPR from other media choices, he said.

In the years ahead, some shows such as reruns of “Car Talk” will likely end, and NPR may develop new shows to offer stations.

On the business side, Mohn said many public media fundraisers “aren’t as bold as they can be.” Many wealthy individuals and institutions simply have not been asked for significant gifts to support NPR’s public-service mission.

“We want to change that,” he said. “So I’m wildly optimistic that we can do that.”

____

Follow Brett Zongker at https://twitter.com/DCArtBeat.

Copyright 2015 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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Oakland Post: Week of October 30 – November 5, 2024

The printed Weekly Edition of the Oakland Post: Week of October 30 – November 5, 2024

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Love Life Organization Shows Love

As part of Love Life Week, the Love Life Foundation was honored to produce the 1974-75 World Champion Golden State Warrior Day. It’s a shame that our first Bay Area World Championship team’s unique accolades had been lost in the pre social media era and the cultural revolution of the 1970s.

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Members of the 1975 NBA championship team, Charles Dudley (left) and Clifford Ray (right) embrace Love Life Foundation leader Donald Lacy for his antiviolence mission. Courtesy photo.
Members of the 1975 NBA championship team, Charles Dudley (left) and Clifford Ray (right) embrace Love Life Foundation leader Donald Lacy for his antiviolence mission. Courtesy photo.

City of Oakland Celebrates 1975 NBA World Championship Team 

By Donald Lacy

Special to The Post

 As part of Love Life Week, the Love Life Foundation was honored to produce the 1974-75 World Champion Golden State Warrior Day.

It’s a shame that our first Bay Area World Championship team’s unique accolades had been lost in the pre social media era and the cultural revolution of the 1970s.

The 1975 NBA World Championship team were invited back to the City of Oakland last Friday, to be properly celebrated for their ground-breaking performance in 1975.

The heartwarming ceremony highlighted the recent passing of the legendary coach of that team, Al Attlles, and his former players Clifford Ray and Charles Dudley were on hand to represent the “Cardiac Kids” as they were called back then for their ability to make great comeback victories during their run for the title.

Warriors great Chris Mullin and former spiritual advisor Gary Reeves gave heartfelt testimonies of their experiences under Attles’ leadership and their relationship with the inspiration they received from the NBA 1975 World Champion Golden State Warriors.

The City of Oakland provided proclamations to all parties with speeches made by city leadership including Mayor Sheng Thao and Deputy Mayor Dr. Kimberly Mayfield and activity host Love Life non-profit founder and Executive Director Donald E. Lacy Jr..

There will be a celebration of life event Nov. 9 honoring Attles’ legacy at Alameda College.

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Oakland Post: Week of October 23 – 29, 2024

The printed Weekly Edition of the Oakland Post: Week of October 23 – 29, 2024

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