NPR Faces Challenges For The Future

Jarl Mohn

National Public Radio has an unbiased world-class product, says its new president. Now it just needs to sell it, writes David Hinckley at the NY Daily News.

“The quality of programming is remarkable,” says Jarl Mohn, who on July 1 became NPR’s fifth chief since 2009. “It just hasn’t been given the kind of exposure it deserves.”  Mohn's personal radio history includes a brief stint in the 1970s as top-40 deejay Lee Masters on New York’s old WNBC 660 AM.

It’s not like NPR is unknown. Mohn notes it averages 28 million listeners a week, or 40 million counting digital platforms.

“It’s also growing,” he notes. “At a time when there’s more competition than ever, NPR is a brand with a clear message. People know what they’ll get here: news delivered in the form of a great story.”

Behind the microphone, however, NPR faces some serious issues.

Money is, in fact, the main issue Mohn faces. A year ago NPR announced a 10% staff reduction to help alleviate a $6 million budget deficit, and aftereffects continue from the decline in donations and underwriting during the recession.

Like other public media officials, Mohn says he is optimistic federal funding will continue — because voters want it.

“When I hear someone say NPR is biased, I challenge them to listen for two hours and tell me what’s slanted. I’ve never had anyone come back with any evidence.”

What NPR offers more than anything, he says — and this is the pitch he uses to potential underwriters and foundation donors — is that “people who listen to NPR don’t just have it on. They're paying attention. They’re engaged. That’s our goal.”

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