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Reception’s Good For Schiller At NPR

NPR’s CEO Vivian Schiller is the subject of mediabistro’s most recent “So What Do You Do?

She made headlines last fall when it was announced she would be leaving her post at NYTimes.com — where she’d led the team responsible for the Times’ much-admired Web overhaul — to become president and CEO of NPR.

Schiller’s still making headlines today- WSJ just reported cutbacks at NPR have caused conflicts with member stations, and she tells BeetTV this week, “I’m not very bullish on people paying for news content.”

From mediabistro’s interview:

What are your long-term goals for NPR? With so much media moving online, including radio, how do you keep radio relevant in the Internet age? Is there an NPR site overhaul in the future? Describe what you think the site currently does well, and what do you think it can do better.

We need to do a number of things. We need to align, and as much as I wish we weren’t in a terrible economy, it is forcing all of us to focus on the high priorities. We need to align with the stations. NPR needs to do a better job of working with the stations and come up with a common vision so we can make this local experience better and better on every platform. How do we translate those qualities people love about NPR to other mediums? I don’t know the answer to that, but I know we need to do it. Not so much with video but online, mobile, whatever people want, podcasts — you name it — so that you have that same sense of the NPR experience wherever you are. As far as NPR.org — sure, I want the traffic to increase, but to me the ultimate goal is not just bringing people to this walled garden that is NPR.org. The idea is to create this network. And then once that is set up, I want to count traffic for the whole thing, and aggregate that into one number. And you know what, once we do that, we’re going to be right in there with the top five.

Check out the full interview here.

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