NPR One app potential is huge
Public radio and podcasts have taken on an increasing role in my life. I listen while running, cleaning, cooking, driving long distances or taking public transportation, mostly times when I can afford to multitask, but can't be looking at video or don't want the added work of reading text.
I downloaded the NPR One app this week and listened to it twice during long morning jogs, and while I was riding public transportation and hanging out in airports. I'll stop short of calling it a game-changer. But it's clear that this app, or one like it, has the potential to become a content platform for news and culture audio, the way Amazon is for shopping or Netflix is for movies.
NPR One is like Pandora for public radio content. Because I already have an NPR account, even though I was in New York, it immediately knew that my local station was really WUSF in Tampa Bay.
NPR One began with a Guy Raz welcome and a request for access to my microphone (I'm not sure why). It then gave me the latest three-to-four-minute top-of-the-hour news update. Then it bounced through radio news, first from the last 24 hours of daily NPR shows Morning Edition and All Things Considered. Soon I started getting a mix of more evergreen content, blended in with the day’s news. I got a heavy dose of WNYC content, presumably because that’s where I was, but also because there is no content from my local market currently available.
The app draws from a big pool of NPR-owned products including podcasts, Joel Sucherman, NPR senior director of digital products said. The algorithm blends machine learning and editorial curation to ensure users don't end up in a filter bubble, he said.
When you like something, you can tag it interesting. When you don't like something, you click the forward triangle, and it skips to the next story in the queue. Soon, the app was delivering Planet Money reports, Scott Simon interviews with interesting musicians and stories about books and authors. I clicked past a Terry Gross interview once, because it was really long, and I never heard from her again, even though I wouldn't mind the occasional film director interview. Some of the most pleasurable stories came from something called Vintage NPR, a collection of 'driveway moments' that manage to stand up over time.
NPR staff currently tags all NPR content as it goes into their management system, Sucherman said. A second level of NPR One editors then determine what “buckets” that content should go in. Those buckets determine how long the content will be available on NPR One and how and when the app will match it to customers.
NPR One was publicly available Monday for Android and IOS. They won't say how many people downloaded it, but it was in the top three free apps in Apple's App Store all week. Jeremy Pennycook, NPR One product manager, described the debut as more of a preview than a launch. Developers perfected the software enough so that users could open it up and press play. Many additions and improvements are in the works, he said. Eventually it will learn what time of day or days of the week users prefer shorter, newsy content to longer feature content.
The developers specified that all the audio listeners hear on the app will have "that NPR sound." But they didn't say how that will happen. Content like This American Life, that is heard on NPR stations but not owned by the NPR network, isn't currently available on NPR One. There will be interesting negotiations about the pricing and licensing, considering that This American Life has recently gone out on its own. NPR One's success is contingent on it being the go-to mobile platform, at least for public radio stories and shows, but maybe for an even broader array of audio content. How or even if independent content that seems as natural fit, as well as the good stuff from Public Radio International and American Public Media, isn't clear.
“It’s a big ecosystem and the edges are very fuzzy,” Pennycook conceded.
NPR worked closely with six big local stations in the initial development and then later brought in a broader working group of large, midsize and smaller stations Sucherman said. While the app was smart enough to know what my local station was, it couldn't recognize that I was already a donor. Thus the occasional instructions to press the “donate” button seemed annoying in a way that doesn't bother me when I hear the same plea on the radio. When I did press that button, I got an email with "give now" button that sent me to my local station's pledge page.
In order to capitalize on the opportunity, staff at local stations will have to load their “segmented audio” into the NPR One content system. That should be an incentive to the notoriously thinly staffed mid-size and small stations to create such content and produce it in a way that in conforms with the technical requirements of the app. Local stations will be rewarded with data about public radio listeners who may not be donors, including who their listeners are, where they go, when they listen and what they are most interested in. That kind of data will be a goldmine for local stations.
Sucherman and Pennycook pointed out that NPR was conscientious to connect users to their local station, which by design are crucial to NPR’s revenue model. With money from their pledge drives, local stations pay their own bills as well as pay the fees to license NPR shows.
“We had the best interests of the network and local stations in mind,” Pennycook said. “We are disrupting ourselves so someone else does not come in and eat our lunch.”
For me, the user experience was slightly addicting. Unlike the Public Radio app, NPR One can run in the background, so you can text and surf while you listen. It downloaded enough ahead of time that even in New York City, on the notoriously spotty AT&T connection, it didn't drop as I ran through the streets. On an airplane I was able to listen to four or five stories after my phone lost its connection.
The most notable glitch was repetition, which Guy Raz promised in his introduction wouldn't happen. The app delivers two quick sponsor messages in a row, which often repeated one right after the other as I continued to listen. I heard a few of the same stories the second time I used the app as well. Also, it drained my battery quickly.
Whether NPR One becomes a true platform, as opposed to just an app, will depend on the mix of content, transparency and sophistication of the algorithm. The reason Amazon works is because consumers can get to the variety of what they want, in a environment where Amazon controls for quality. That ‘NPR sound’ that both Sucherman and Pennycook mentioned can be a bit like Starbucks: It’s consistent and reliable, but sometimes you want a local vibe that is completely different.
Of course, there's a natural evolution for all platforms.
Facebook had three distinct phases for me. First there was novelty. Then, as more and more people that I cared about joined, I felt a true connection to the platform because it enhanced my life by giving me information I wasn’t getting anywhere else. Lately, as it has become harder to find the content that actually enhances my life, that connection to Facebook has waned such that it’s more an indulgence than a necessity.
Maybe that’s natural evolution for all platforms. At first cable TV was so cool, then it was so pointless, but eventually it brought me unique content from MTV’s "Real World" to "Mad Men." At first Netflix saved me time, then I couldn’t find anything I wanted to watch, and now I have "Orange Is the New Black" and "House of Cards."
It's obvious that there is an audience for this type of news and culture audio and I think a need for a platform, outside of terrestrial radio, to deliver it. If NPR One doesn’t grow into that platform, something else will. Before Facebook there was MySpace.
Correction: A previous version of this story misspelled Guy Raz's last name and Terry Gross' first name.