Attributes of Local NPR Stations: Local News Airtime
Data from the 2012 MVM/UNR/USC survey of local NPR news stations show that almost half the stations in the system are producing an hour or less of local news per day (M-F).
The other half of the stations go much deeper into local news… with a quarter of stations producing more than 12 hours per week.
Attributes of Local NPR Stations: On Air Content
Our new survey of local public media newsrooms finds a solid commitment to daily coverage, a broad effort to provide depth coverage, and rather sporadic levels of deep engagement and intensive production.
The charts below provide a break-out of NPR member station survey responses on their depth of commitment to local news broadcast elements. (To see all public media results, see this overview piece.)
Two years ago, we took a look at what local NPR stations were calling local news on their airwaves. While we modified the survey and the analysis somewhat, in general the picture looks quite similar.
Here is the stack of local news program types we asked about in the 2012 Survey of Stations (MVM/UNR/USC 2012) — ranked by their mean score. The higher the score, the more prevalent the commitment of resources to this programming type.
This hierarchy of commitments ranks about the same as it did in 2010 — though, as mentioned, the methodology changed to cover more program types and to give us a more refined look.
Here are the charts for each program type.
Interviews
Interviews are such a key element of original news gathering, it’s great to see they rank highest among all NPR stations as a local news staple.
Newscasts
Most stations are heavily vested in newscasts as the vehicle for their local news.
News Features
The 3-5 minute feature is a fundamental unit of news in public radio, which devotes more time to issue coverage. Over half the NPR stations have a high or very high commitment to feature reporting.
Breaking News
Breaking news coverage ranks a lot higher than one might guess, given the emphasis on depth coverage on NPR stations. Yet, these radio stations are assuming a larger role in the daily coverage of their communities and that requires some willingness to get on top of breaking news.
Beat Reporting
Beat reporting is a sign of a depth and commitment to original journalism. This is less of a program type than it is an organizational approach to news, but it is fundamental to how news is gathered, packaged and presented. Since beats generally require larger newsrooms, there’s a divide in the data.
News Series
Another sign of healthy commitment to depth of coverage is the “news series,” where a topic is too big to be covered in one report, so it is managed in multiple installments. A quarter of stations have a high or very high commitment to series.

Specialty Programs
Local stations serve their communities well when they can tailor content to meet local needs. This category shows a rather healthy commitment to specialty programs — whether they be segments on arts, health, business, etc. Sometimes these elements are more attractive to sponsors, which may help fuel wider adoption.

On Air Calendars
These on-air calendar of events used to be a larger staple of public radio. Websites are better at delivering that kind of information. However, many small stations still provide them.

Talk Shows
This chart is rather flat indicating that talk shows are not uniformly popular in public radio. But they rank as high or very high commitments from almost a third of stations. In general, talk shows indicate a station’s larger staffing commitment to local news and public affairs.
News Specials
This chart shows a low commitment to this kind of local news programming. The news special is typically a timely, one-off, intensively produced program. News stations don’t need to resort to news specials if they are doing a good job of daily coverage, feature coverage, series coverage, beat coverage, etc.

PSA’s
Public Service Announcements aren’t news but they fulfill a local community service commitment, and sometimes they are handled by newsrooms. More than half of stations have little or no commitment to them.

Town Hall Meetings
In an age of social media, the town hall meeting is more anachronistic than ever. Seventy percent of NPR member stations make little or no commitment to hosting or airing them.

Live Reports or Live Remotes
Radio is a medium for immediacy, but two-thirds of local NPR stations are hardly committed to this form of news coverage.

On Air Magazines
Most stations don’t produce on-air news magazines, which tend to be labor intensive. Yet, a fourth of stations do have the resources or commitment to produce them.

Documentaries
The local radio news documentary has been a fading form for years. The most remarkable thing in this chart is that some 12% of stations are committed to them.

Commentaries
Radio commentaries give opinion leaders access to the airwaves to provide perspective on the news. This was the least popular form of local news programming found in the survey.

About the Survey
The 2012 Survey of Stations was conducted by Michael V. Marcotte of MVM Consulting in coordination with the University of Nevada School of Journalism, where Marcotte is a visiting professor. Collaborating on the invitation only, online survey was PhD candidate Sandra Evans of The Annenberg School of Communication at the University of Southern California. 136 stations participated, 103 of them were NPR members.
NPR Stations See Need to Improve Local Online News
New survey results from MVM Consulting show NPR stations far less satisfied with their online local news than with their local news on air.
The data show 72% of NPR stations are “satisfied” or “very satisfied” with their on air local news programming. Only 10% were at all dissatisfied with the broadcast product.
But when the same question was asked about each station’s online local news content, the responses were far less effusive. A third of stations expressed dissatisfaction.
As reported earlier, stations are reporting efforts to expand their online news staffing and content. But for now there’s a significant gap between their levels of satisfaction, radio versus online.
The 2012 Survey of Stations was conducted by Michael V. Marcotte of MVM Consulting in coordination with the University of Nevada School of Journalism, where Marcotte is a visiting professor. Collaborating on the invitation only, online survey was PhD candidate Sandra Evans of The Annenberg School of Communication at the University of Southern California. 136 stations participated, 103 of them were NPR members.
NPR Stations Continue Growing Local News
A new survey by MVM Consulting shows NPR member stations around the U.S. are growing their local news staffs, increasing their local news airtime, and beefing up their local online news content.
The survey reveals high levels of actual growth last year and similar levels of predicted growth this year.
Expansion of Local NPR Newsroom Staffing
The growth begins with news staffing. More than 40% of NPR member stations grew their full-time local news staffs slightly or significantly in 2012.
While 50% reported no change, only 8% saw decreases in staffing.
Looking ahead to 2013, another 38% of NPR stations are optimistic they’ll be growing full-time news staffs. Only 4% expect they’ll be downsizing. The largest share, 58%, expect to maintain current levels of newsroom staffing.
These are healthy signs — even healthier than the growth estimates of 2010, when a similar survey found a fourth (27%) of all public radio stations grew their local news staffing, while 14% had cut back during the national recession.
Major Increases in Online Content
The survey also found an ummistakeable emphasis on advancing local news online.
Almost two-thirds of local NPR stations say they increased (slightly or significantly) their local online news content last year.
That growth emphasis continues in projections for 2013. Seventy-one percent of stations say they expect to increase their local online news offerings this year.
Local News Airtime on the Upswing
The survey also asked station leaders about changes in the amount of local news or public affairs on air.
While 60% reported no change in 2012, a third of stations said they expanded local news on air.
And, as with staffing and online content, the trend is predicted to continue in 2013. Forty-five percent of stations say they will increase local news airtime this year.
About the Survey
The 2012 Survey of Stations was conducted by Michael V. Marcotte of MVM Consulting in coordination with the University of Nevada School of Journalism, where Marcotte is a visiting professor. Collaborating on the invitation only, online survey was PhD candidate Sandra Evans of The Annenberg School of Communication at the University of Southern California. 136 stations participated, 103 of them were NPR members.
Local Public Media On Air News Time by News Budget
I just thought this data visualization was cool. It uses an area chart to compare public radio stations.
The x axis are budget categories of stations. Small budgets to the left. Large budgets to the right.
The y axis are the percentage of stations in that budget category.
The colorized data, as shown in the legend, are the “average local news hours per week.”
So what looks like a colorful cubist bird diving past jagged mountains is simply this: the lower budgeted stations do fewer hours of local news on-air, and the higher budgeted stations do more hours of local news on-air each week!
Gender Inequality in Public Media Newsrooms
Looks like we have a ways to go in local public radio and television. Like the rest of the media, women are underrepresented in our newsrooms.
What prompted me to take a dive into these never-before-reported numbers was the recent study by the The Women’s Media Center, The Status of Women in the U.S. Media 2013, which reported, “stubborn gender inequality in the ways that women are employed and represented in news, entertainment and technology-related media…”
Thanks to detailed reports filed by public stations… we can begin to examine the composition of local public broadcasting newsrooms.
The theory is simple: women make up 51% of the population, so their presence in media should be comparable. Where it isn’t (and it isn’t), discrimination may be in play.
While the WMC study includes a section on U.S. radio and television, it lumps public broadcasters together with commercial. Moreover, the data used is from an annual survey by Hofstra University’s Bob Papper. Frankly, the survey sample is dominated by commercial stations, so we can’t see with high certainty the state of female employment in public media.
Until now. Thanks to detailed reports filed by public stations to the Corporation for Public Broadcasting, we can begin to examine the composition of local public broadcasting newsrooms. (For years, the CPB has requested staffing data from stations, but beginning in 2010, it began asking for much more granular data about station journalists.)
Women Journalists Employed in Local Public Radio and TV
All the data here are from 2011, the most recent available.
As you can see, right off the bat, when you lump all 3000 news employees from all local stations together (and these numbers do represent over 90% of the actual local public radio and TV workforce), there’s a basic disparity.
It gets more interesting when we break out the two main sectors of public media — radio and TV.
Radio is the bigger employer of journalists, by a 2-to-1 margin. This is understandable because there are many more radio stations than TV stations. But, perhaps more importantly, local public radio provides the base of the NPR News distribution pyramid; those stations are growing their local journalism ranks.
So, how are women faring in local public radio newsrooms? Here’s the big picture:
The employment ratio between men and women is better than local public media as a whole.
Of course, that must mean that public TV is the bigger culprit in the gender disparity.
Here’s the local public TV news staffing break-out:
Whoa! This is comparable to what the Women’s Media Center found in commercial television. In fact, it’s worse. Women’s share of the commercial television news workforce is closer to 40%.
Public radio, on the other hand, is doing better than commercial radio in approaching gender balance in news. (Public radio: 46% women. Commercial radio: 33% women.)
Women in Leadership Roles in Local Public Radio and TV Newsrooms
One area where the Women’s Media Center was particularly critical of U.S. media was for the dearth of women in executive roles. In general, those percentages show even greater disparity.
Looking at the data from public radio and TV, we can count those women who hold news leadership roles (news director, executive producer, senior editor, senior producer, managing editor, etc.).
We’ll look at radio news first.
Sure enough, the disparity increases. (The “non-leader” ratio is 47 to 53, women to men.)
Here’s an even deeper look at what comprises this leadership sector in local public radio news:
You can see that women outnumber men in some of the newsroom leadership roles, but not in the all-important news director (ND) category.
Let’s look at the same charts for local public TV.
As expected, the gender gap is worse when we isolate the leadership roles. (The “nonleader” ratio in public TV news is 39 to 61, women to men.)
In the break-out below, you can also see that in public TV, unlike public radio, it’s the executive producer that serves as top news boss in most local PBS stations:
Only one category shows women holding a numerical advantage — Senior Editor — but there are only 7 in the whole country. And the advantage is only by one.
Women in On-Air News Roles in Local Public Media
Finally, there’s the question of women being seen and heard in prominent on-air positions at the local NPR or PBS station.
Again, the WMC study didn’t look at public media, but it found that talk radio hosts were overwhelmingly male. And in newspapers, male bylines outnumbered female bylines, 3-1.
Another pass of our local public media data extracts the ratio of women to men in such on-air presenter roles as host and anchor.
Here’s the male-female split for all local public media journalists combined:
Still, a pretty big disparity.
Again, we wonder if public radio with its larger workforce is doing better in gender apportionment than the smaller staffs in public TV.
First, public radio news hosts:
As one can see, public radio stations are favoring male air hosts over women hosts nearly 2-1.
Public TV does a bit better:
Bottom Line: Gender Inequity Persists Even in Public Media
Somehow, one would expect public media newsrooms to be doing much better than their commercial counterparts. Afterall, they’re tethered to universities and non-profits with more accountability requirements than the private sector. They tend to be bastions of educated, progressive thinkers. And there’s no mistaking years of systemwide efforts at creating a more diverse, women-friendly workforce.
So, while they ARE doing better than their commercial counterparts, public media stations still have work to do if their male-female journalist balance is to mirror the larger society.
As Julie Burton, president of the Women’s Media Center, was quoted: “While media is the most powerful economic and cultural force today, it still falls far too short in its representation of women… the numbers demonstrate that the glass ceiling extends across all media platforms… we’re still not seeing equal participation. That means we are only using half our talent and usually hearing half of the story.”
























