Digital Strategy

Your digital strategy is more than your web site. It's about maximizing your impact across every digital touchpoint with your existing and potential audience.


5:13 pm
Tue April 10, 2012

Meeting our audience where they are…listening to our streams

This preview of the report released today by Edison Research caught my attention:

This year, we are reporting that the weekly usage of Internet radio (which includes both the online streams of terrestrial broadcasters and streams from pure-play streamers such as Pandora) has increased from 22% of Americans 12+ in 2011 to 29% in 2012 – a jump of over 30%. This is a number that we are accustomed to seeing grow bit by bit each year, but this is the largest year-over-year increase we’ve seen since we began tracking this stat in 1998.

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The Future of Mobile
11:00 am
Thu April 5, 2012

Why Mobile Web Matters

Flickr: Leeks

For many public media stations, mobile means one thing: apps. We all know mobile is important, and many stations have launched successful mobile apps that engage your audience with audio, news, and more.

But here’s the truth: If your app is the only component of your mobile strategy, you’re missing the boat. Mobile-optimized web pages are rapidly becoming the most important way to grow your online audience.

That’s why at NPR Digital Services we are currently working on a prototype of a mobile-optimized site for stations, which we showed off at the iMA conference last month.

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Station Success
10:05 am
Wed February 22, 2012

How St. Louis Public Radio Doubled Their Online Audience

Madalyn Painter from St. Louis Public Radio recently shared some impressive numbers around their digital audience growth over the past year for their website and audio streams.

Comparing this January to last, our number of unique visitors to the site has increased by 90 percent. Additionally, the number of people listening to our online streams has more than doubled.

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News Training
10:30 am
Fri February 10, 2012

How We're Experimenting With Member Station Content on NPR's Facebook Page

Example of a KPLU story geofocused on NPR's Facebook page.

NPR’s Facebook page and its 2.3 million-like audience is made up of users from thousands of cities across the world. We wondered: what if we focused on just one city?

The question arose after identifying a somewhat obscure Facebook feature that allows anyone with a Facebook page to customize posts by location. This means, for example, that you can post a story about Boston and modify it so that only users in Boston will see it in their Facebook feed.

Last October NPR Digital Services and Digital Media used this tool to launch an experiment with member station KPLU, in which we shared selected content on NPR's Facebook page, but only for the eyes of the Seattle region (KPLU's market). Four months into this experiment, we’ve made some unexpected discoveries around Facebook communities and the power of localization on a national platform.

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Digital Strategy
12:37 pm
Thu January 26, 2012

7 Steps to Relevance in Digital Journalism

Nathan Bernier is a radio reporter and lead blogger for, the station’s news blog, which is operated by the news staff. This interview was conducted and condensed by Ki-Min Sung. 

1. Use analytics.

Analytics will not ruin your news. You will not write about Justin Beiber or iPad 2 stories because you’re not stupid. I was concerned that introducing analytics would create a race to the bottom, but I think it better informs your editorial decisions. Ultimately, you ignore analytics at your peril.

That said, I don’t think more page views necessarily means a better site. The quality of the interaction matters a lot. Page views are just one measure of success.But you do have a responsibility to your audience to know if they like your stuff.

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12:55 pm
Wed January 18, 2012

Argo Project Milestone: Launch of Open Source Site

We are pleased to announce that we’re making a new resource available to public radio stations to support your efforts to drive digital audience: the Project Argo open source site at

On the site, you’ll find:

--The Argo blog platform being used by the pilot stations available as a free download.

--Tools and best practices for building local news beats online.

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