Was it too beautiful to live, perhaps? Hardly. I mean, can anyone really feign shock that well?
Let’s recount the strikes against this endeavor:
- The economic downturn is hitting NPR like everyone else; news budgets are frozen and that’s just the beginning. Like any business looking to cut costs, whoever was hired last will be fired first, whether that’s a show or a person. That’s just the way it goes.
- One of the original hosts (Burbank) — and let’s be honest, the host with real NPR cred — walked away just as the show was getting started. Talk about throwing off the rhythm.
- The second host (Stewart) took off for maternity leave six months into the show. That can’t help.
- Then the news anchor (Martin) left for a cush job at ABC News. (What is it with NPR people leaving a real news operation to go work for a fake news operation? Is it just the money?)
- Plus the fill-in host (Pesca) has been splitting his time between BPP and NPR HQ the whole time.
I’m sure Matt Martinez was busting his ass every day trying to keep things rolling forward, but with a set of facts like these, what can you really do?
Add it up and can you imagine a show — any show in any format — making it to its first birthday without a hell of a lot of buy-in (political and cash) from the top?
But wait — there’s more!
- This was fundamentally a Gen X show inside a Boomer network. What Boomer on the Board of NPR is going to protect a show they don’t air on their station, they don’t listen to and/or they don’t like?
- This show never made it to the bulk of the listeners out there. The only people that knew about it were NPR junkies that took the time to browse the NPR web site, trolling for goodies. More might have liked it but never knew it existed.
- In a risky economic environment, what local station program director is going to broadcast BPP instead of Morning Edition? Show of hands, please… yeah, that’s what I thought.
- Assuming you’re a station with an HD Radio transmitter and you could program BPP onto a secondary channel, great! But who will hear it? Right: no one, because no one has an HD Radio. (BPP could be an Internet success because iPods and computers far outnumber HD Radios.)
- Though BPP was successful on the web (something like 1,000,000 monthly uniques), we must remember that NPR is not a media company, it is a radio company. Arbitron numbers will always be bigger than Google Analytics numbers to a radio company. NPR may be trying to change to meet the challenges/opportunites of the web (and are making huge strides for a company that size), but it’s still a radio entity, so building a show specifically for the web is not a strategic option for them. At least not today.
- Compared to an out-of-the-garage web startup, the cost of producing BPP was astronomical. Sure, web startups in Silicon Valley can devour $2 million at a power lunch, but for NPR and public radio that’s a huge sum, especially given all the other factors noted above. Web startups don’t need that much money, but to do BPP “the NPR way” requires big salaries and budgets. It was a radio economic solution applied to what was essentially a web economic problem — that makes it unsustainable on its face.
All in all, it’s a sad day for NPR. Not so much because it lost a program that was, in truth, faltering from the start, but because the Board appears to have missed a key opportunity here.
NPR could have taken a revised BPP straight to the web and made it the flagship show of a new web-scale innovation unit. BPP could have led NPR into a future not bound by the FCC, Arbitron, legacy stations, transmitters and more. For about $1 million a year they could have jump-started the next stage of their evolution.
I’m beginning to think Gen X and Gen Y need to band together and start their own national public media service — without the parochial split between radio and TV and web. Because PBS kills quality Gen X projects, too. Oh, and Fair Game was axed by PRI recently.
By the way, read the comments on the brief BPP blog post about the cancellation. There’s an audience there, to be sure. And it’s one that could easily sustain a web-based (and web-scaled) program and service. If I had $1 million to invest, I’d definitely put it into this audience.