High-falutin’ Radio

The media entity known as National Public Radio is one of the few bright spots in an otherwise dismal media landscape. Whether on radio, the Internet and your iPad, NPR is a vibrant and growing presence. In short, it definitely ain’t broke. But a just released study commissioned by NPR suggests it needs fixing anyway. Apparently, the "experts" dourly concluded, “news consumers from various demographic groups share a common problem: They feel excluded.”

A new study for NPR identifies a much bigger potential news audience that would listen to public radio if the field works to break down perceptions that its programs are elitist and stuffy. Producers would have to make shows that are more lively and conversational and promoters would have to take greater care when describing public radio as “intelligent” and “serious,” according to the Los Angeles-based firm SmithGeiger.

“NPR, I feel, is mostly for educated adults from middle class and up. That is my impression,” said one young adult.

“I think it can be clever and quirky, and smart and insightful. But I don’t choose to listen to it because it’s too much talking for me,” told one white woman to researchers.

Some objections to the traits of NPR News are sure to prompt pushback from listeners and producers who value complexity and ambiguity, and don’t mind lots of words.

Right. Herewith begins the pushback. You gotta be kiddin’ me! While undoubtedly there are some sensible things NPR could and should do to expand its listener base, leave the “clever and quirky, and smart and insightful” stuff alone. It should aim at serious, intelligent “educated adults” and those who aspire to join their ranks. Sure, Radio Limbaugh is a commercial juggernaut wallowing in ratings and cash. But its listeners are (mostly) lemming-like “dittoheads” who worship at the twin altars of ignorance and vulgarity. Yes, it’s a free country and diversity is good. But the nation is better off when media outlets aim upward toward enlightenment, not downward to inanity. Like PBS, C-SPAN and Book TV, NPR is a national treasure despite its occasional lapses into leftwing quirkiness. And as the late Barbara Holland might put it, “certain things were put upon this earth for our enjoyment.” NPR is one of those things. So, hands off!