The new CEO of NPR, Jarl Mohn, comes mostly from the world of commercial media. He made his name at VH1 and MTV, and then went on run the E! channel (Current, 6/24/14). That’s not his only experience; he’s been involved with public radio too, as a board member at Southern California station KPCC.
But it’s not hard to see that he still speaks the language of a corporate executive. Here’s a part of his interview with On the Media‘s Bob Garfield (9/5/14):
GARFIELD: You’ve said you can generate a lot more underwriting revenue than NPR has been getting, that we’ve essentially been undervaluing our ad inventory, considering the size and affluence of our audience. Which makes perfect sense, but it also infuriates and terrifies some listeners who fear for NPR‘s independence, and for its very soul. What can you say to talk them down?
MOHN: They’re not going to, as a listener, notice anything different. We’re not talking about adding more units to each hour. The only thing that I think they might perceive differently is that we’re going to be talking about brands that matter a little bit more to them, ones they’re interested in. And we’re going to ask for larger commitments from these underwriters…. The audience is growing. It’s not just affluent, it’s a smart audience and it’s very engaged. What more could a brand want than this type of audience?
Anyone who listens to NPR has heard plenty of corporate sponsorship announcements, and some listeners have raised substantive questions about whether those financial ties compromise NPR‘s journalism (Extra!, 3/14). According to the new boss, nothing’s going to change–you’re just going to hear more about “brands that matter” because you’ll be “interested” in them. That is, as long as you’re part of the “not just affluent” audience that the supposedly noncommercial network is so proud of–for the “larger commitments” from sponsors they can command.
About Peter Hart
Meet the new boss, worse than the old boss.
When ‘in the public interest’ is a commodity that has to be sold to the highest bidder, the public is not served.
NPR is worse than Fox. At least Fox is honest about its agenda.
“They’re not going to, as a listener, notice anything different.”
Isn’t that the problem?
It sounds like, rather than “adding more units”, i.e. identifiable commercials (whatever euphemism they use), he wants the brand messaging seamlessly incorporated into the actual programming. How reassuring!
I began listening to my itunes during the morning and evening commute, rather than NPR, for the last 5 months. I feel happier, less irritated, and more content. After reading about the new CEO, I doubt I’ll listen to morning edition or ATC ever again. The market is still there for the news they provided 20 years ago, not that they care.
I’m glad to know that I’m not the only one who’s fed up with NPR! So many otherwise intelligent people still think NPR is progressive, sophisticated, and unbiased. They’re a Fox in sheep’s clothing!
I stopped listening years ago except for Car Talk and now that is in re-runs. I guess there is still Wait, Wait Don’t Tell Me.
And This American Life… until their shameless capitulation to Apple over the Mike Daisey story, throwing the baby out with the bath water.
Sounds like they are going to either start using branded content or native advertising, both of which are meant to not appear to be engaging in advertising. They are all doing it and getting away with it. Any ideas to make them stop it–beyond not contributing (which only drives them further into the laps of corporate america)? A massive email campaign with “f$$k branding” in the subject line?
Also revealing is that his clients are the advertisers–hence his rhetorical question about NPR’s affluent audience being attractive to advertisers.
Another corporate whore running a media outlet. Gee, what could go wrong?
I’ve always wondered what the right wing has against funding NPR.
Any discussion about any war the US is involved in features fawning interviews with generals, CIA officials or other members of the MIC.
Sponsors include the natural gas industry and the Walton family. With sponsors like that, they don’t need me. I send my (paltry) contributions to Pacifica or our local independent station.
If I am “not as a listener, going to notice anything different”, then I think there is a problem in calling it “Public” radio. Call a commercial a commercial! I don’t want to wonder what they are leaving out of the news broadcast, because the Waltons, Kochs or the Exxons are funding you news hour. Welcome to 1984, Brave New World, and “The Capital”.
Another new NPR boss? What happened to the old one? How many does this make in the past five years? What gives, NPR?
If these “smart” listeners are listening to NPR for news then they cant be too smart. Of course, that’s the gag. Mr. Mohn wouldn’t be a successful media oligarch if his listeners were actually smart – rather than merely the kind of people who like to called smart by wealthy people asking them for money. Mr. Mohn really IS smart however, and he understands that certain people tune in to NPR precisely to be thought “smart”.
I recall as an undergrad in a metro area back in the late 60’s early 70’s, NPR provided quality, in-depth news and intelligent talk radio between the classical music programs. About 12 years ago this part of the state finally got its PBS/NPR station. I would contribute to their fund-raisers. That said, these past few years listening to NPR has been a constant disappointment!
I just wish this area had Pacifica Radio, truly an independent news site, for my drive time and when doing chores around the house. Thank goodness that DirecTV carries LinkTV and FreeSpeechTV. Otherwise the nationalized segment of the electromagnetic spectrum would truly be a wasteland!
Be well.
It’s Orwellian mind control from the git-go.
If any readers are in the Washington Metro area, WPFW radio or WHUT Television has Democracy Now! Both great stations.
“They’re not going to, as a listener, notice anything different… we’re going to be talking about brands that matter a little bit more to them, ones they’re interested in.”
Translated: We’re going to let our advertisers dictate our content at least as much as anyone else, but our marks think we’re different, so we’ll be able to fold it into the programming much more than the stations that are OFFICIALLY commercialized.
Just because they read the “news” in a relaxing voice doesn’t make it any less of a lie. I gave up on NPR years ago. Lots of good comments here from others who also see through the facade.
Great posts here and I would like to add my observations.
I too quit listening to NPR years ago after the second time I heard a call in listener censored on the air. Diane Rehm’s show pulled the plug on one guy’s comments, then Neil Conehead on Talk of the Nation did too.
These thoughtful call-in people’s crime was not towing the official line on the 911 story. A few thought-provoking questions got them kicked out of the park. So it is important to remind others that we do NOT have freedom of speech in the U.S.ofA. Ask the Dixie Chicks!
Well, well well, I knew it! I stopped contributing when I heard the natural gas ads.
I stopped listening to NPR when I heard Scott Simon talking about the “evil” of suicide bombers (apparently if you get into a fighter jet and drop bombs you are “good”). My husband was a regular listener on his long commute to work, but he, too, has gotten fed up. We cancelled our subscription to our local public TV/radio and increased our contribution to our community radio. Anyone can listen to Democracy Now! (5 p.m. EST) or other programs (e.g., Alternative Radio, Monday mornings at 10 a.m. EST) streaming from WERU.org on their computers.
I still listen to a couple hours of NPR programming a week, but I listen every day to our local “college/community” station. It is a Pacifica affiliate. It now gets the contributions I used to give our NPR station. True, there are some hours of “music” that play on the radio because the programmer’s mother won’t allow that noise at home, but the news and public affairs bits are very progressive, independent, and un-sponsored. So, a plug for the stream at wgdr.org.
NPR is a fraud and a sellout to corporate interests. hey Mohn. NPR originally was intended for CITIZENS ,not mere consumers.
I opted out of NPR years ago, I haven’t watched PBS for a long time, and now I have cancelled my cable tv. I wonder how long it will be till I have to give up the internet, and then my phone.
Unlike Slick Willie, I really feel your pain Kruse.
Fuck PBS. What difference does it make if it goes the way of the dinosaur, the pay telephone, and the newspaper? The PBS mandate, its raison d’etre is to be an alternative voice. On the best example of the meaning of PBS in one of its biggest markets, Chicago, Chicago Tonight, a 7pm locally produced newmagazine, it is consistently replete with voices from the corporate media: ABC News, NBC News – its best reporter is an old WMAQ news hag who quit the station when it hired Jerry Springer, the voice of The Voice of America – WGN Radio, ESPN TV; a source not affiliated with a corporate sponsor is the exception not the rule. Those resources the liberals want to protest ought be going to truly progressive voices Counterpunch, Znet, Common Dreams, Democracy Now!, and many others.
To turn PBS into a media fund-raising tool stinks of capitalism. Is there a term for beyond chutzpah? Let it die a peaceful death. One does away with an issue, wrote Nietzsche, by lying it respectfully on ice. Oh by the way, it’s de rigeur to see advertisements on said program, including for Allstate Insurance and Excelon, what owns nuclear power generating stations in Illinois and elsewhere.
What a jackass: “According to the new boss, nothing’s going to change–you’re just going to hear more about ‘brands that matter’ because you’ll be ‘interested’ in them.” Goddam circus clown. Hey Mr. CEO, Ringling Bros is on the other side of the nation. I heard Naomi Klein’s a bit sad just now. Why don’t you tell that to her. I’ll bet she needs a good laugh.
I stopped listening to NPR after they did a pro-fracking story a few years back. I couldn’t believe my ears! If I recall, FAIR even did a write-up about it.
It’s such a shame. NPR used to be really good until they sold out to the neo-liberals.
“They’re not going to, as a listener, notice anything different.” — I’m noticing that NPR shows are getting more and more boring, not a lot that matters to me.
[…] the rest of the board members have strong ties to the corporate sector. This includes NPR CEO Jarl Mohn, who has an extensive background in commercial media, having held executive positions within E! […]
[…] the rest of the board members have strong ties to the corporate sector. This includes NPR CEO Jarl Mohn, who has an extensive background in commercial media, having held executive positions within E! […]