Friday, March 11, 2011

You almost have to stand back in wonder at the hubris of National Public Radio.
We have built an extraordinary franchise. It didn't happen by accident. It happened because we used a very specific methodology to cultivate and build an audience. For years, in boardrooms, at conferences, with funders, we have talked about our highly educated, influential audience. We pursued David Giovannoni's methodologies. We all participated. It was his research, his undaunted, clear strategy that we pursued to build the successful news journalism franchise we have today.

What happened as a result is that we unwittingly cultivated a core audience that is predominately white, liberal, highly educated, elite. "Super-serve the core" — that was the mantra, for many, many years. This focus has, in large part, brought us to our success today. It was never anyone's intention to exclude anyone.

But we have to accept — unapologetically — that this is the franchise we've built.
Oh, aren't we NPR people rich? Aren't we precious? Yeah, it was never your intention to exclude anyone, but it has always been clear who you target. Now, can the rest of us stop subsidizing your self-admitted white, liberal, elite network? Hmm?


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