NPR Wants to Click With Those Who Tweet

Ben Sklar photo for NYTimes

NPR might not seem like the most obvious host of a party at the sprawling South by Southwest Interactive conference. But it, like so many other old-line media companies, wants and needs what the conference, part of the South by Southwest festivals, has: youthful energy.

According to Brian Stelter at nytimes.com, NPR chose a bar hovering above Sixth Street here to kick off Generation Listen, a campaign to make public radio cool in the minds and ears of young people.

The party was, like every party here, packed. But the goal was to convince 20-something listeners that NPR is something that they can belong to — and may be even worth their donations.

NPR has set up Facebook and Twitter pages for the campaign and invited people to sign up for a mailing list with the promise of special events in the future. “It’s time for us to get better at finding you where you are and what is most relevant to your lives,” declares the manifesto for Generation Listen on NPR.org, echoing what so many other media companies are thinking.

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