1. SRG 2016 Retreat SRG 2016 Retreat National Infrastructure and Distributed Capacity Tom Hjelm, NPR

2. Growing, knowing, engaging, monetizing audiences through collaboration NPR One NPR.org Digital Services

3. A work in progress

4. NPR One’s value: New listeners, younger demo 30-day active users have grown from 160K in Jan to 340K today 60% of NPR users are <44 35% of regular NPR One listeners say they didn’t listen to public radio before More than half say they’re more likely to donate

5. Engagement: High repeat usage / session lengths Average NPR One user listens 4.9 hours/month Average user visits app 12 times/month 25% of users visit app 5 times/week

6. Conversion: Pointing those listeners to membership

7. Intelligence for stations & producers Sample dashboard: Measuring in-episode listening vs. drop-off on Planet Money Meet Demarcus. NPR One tells us that Demarcus: Identifies with KPCC Listens to NPR One 4x / week Tunes in 31 minutes / session Likes science, international news, TED Radio Hour, 2 Dope Queens, Snap Judgment, Off-ramp Is an IOS user who also listens via CarPlay. Became a KPCC member in the last year, subscribes to NPR Most-Read eMail and KPCC Breaking News Alert We know none of this if Demarcus listens via iTunes.

8. Making NPR One a better platform for stations Priorities: August – October Better “on-ramps” for stations to curate, manage content “Station hubs” for stations to promote programming, events, live streams Stronger co-branding Integration of Breaking News Assessment of impact of marketing campaign

9. 9 NPR.org: Our largest engine of discovery and reach Unique users, March 2016, comScore (millions)

10. Digital Services: Assessing the product portfolio High adoption products Medium adoption products Low adoption products Dark Blue = Tier 1 Mid. Blue = Tier 2 Lt. Blue = Tier 3

11. Back to the beginning: A vision for public radio to merge digital resources to innovate and own branded experiences Technology to enable: Data input Data storage Data flow control User interface and platforms ContentDistribution systemUser experience NPR Stations 3rd-party aggregators NPR Stations / Producers 3rd-party producers One digital distribution system can serve many unique user experiences