Todd Mundt

Bill Kling of Minnesota Public Radio/American Public Media gave an inspiring (and rather tepidly received, in my opinion) closing address at the PRPD conference. He spoke about public media’s growing role in maintaining a democratic society, and the growing civic illiteracy that makes public media more essential than ever. He also emphasized the role we play in preserving arts and culture.

Kling focused on the leadership, vision and money we’ll need to marshal to fulfill this expanding mission. Are we finding the best, smartest people or are we merely making convenient promotions? Are we creating powerful, influential boards to challenge our thinking? Do we have a vision? If we do, are we able to communicate it?

On those measures, Kling said, “I would give us a grade of C. Not D or F, but also not A or B. And I include myself in that assessment.” One colleague whose opinion I greatly value said to me later, “If Bill rates himself a C, where does that leave some of the rest of us?”

I think one of the principle challenges of Bill Kling’s address was his leveling of the playing field. The challenge to maintain democracy, increase civic literacy, and preserve arts and culture is not just APM/MPR’s responsibility; it’s not just NPR’s responsibility; it’s every station’s responsibility. Finding the best and smartest people, seeking the most effective strategies, creating strong oversight of our operations… that’s every station’s responsibility.

And here’s something else he said: “I’m not satisfied.”

It was an interesting juxtaposition to a theme that surfaced a few times during this conference: “Your listeners love you, you’re going to be just fine.”

We’ve experienced close to 10 years of upheaval and uncertainty - the Internet, the new portability of audio, the explosion of listening options, the flat or slightly falling audience for public radio: I suppose it’s only natural for us to be heartened by glimmers of an end to audience decline or the assurance that “you’re going to be just fine.”

But, really?

Yesterday, Larry Rosin of Edison Media reported the massive decline in listening for traditional formats: adult contemporary listening is down 19% since 1998; rock is down 26%; alternative is down 31%; oldies is down 24%. Public Radio is one of the few success stories: since 1998, our listening has risen 31%.

That’s great! Except that in the same time period, total radio listening has dropped 13%. And consumption of media other than traditional radio and television is growing quickly.

Does that make you feel fine?

I don’t have my copy of Clayton Christensen nearby, but there’s an “innovator’s dilemma” feel to this. I bet the executives of many of those once-leading companies felt threatened in some way by the disruption that took place in their industry. Then, after a while, they took heart. The disruptor wasn’t producing a product that was anywhere near as good; the high-end customers would never defect to it. Fear and uncertainty was replaced with relief; we’re going to be alright after all.

Bill Kling reminds us that satisfaction won’t get us anywhere.

UPDATE: I should clarify: Larry Rosin wasn’t telling us that “everything is just fine.” His message was more nuanced: “In this sea of media change, you’ve been much smarter and more forward-thinking than your commercial colleagues, but given the change that’s coming, don’t rest on your laurels.” However, I think a number of listeners summarized it as “everything is just fine.”