The ConverStation

(Photo © 2009 NPR, by Stephen Voss.)

If you haven’t yet (and even if you have, it is well worth another look), please visit the “Project Drop Out” website, a media-rich collaboration between 90.9 and WGBH. Right this way, folks.

Make especially sure you watch the videos featuring high school students from some of the poorer districts talking about the obstacles they face on the road to a degree.

And last week, 90.9 was fortunate to host Vivian Schiller, NPR’s prez, who graciously consented to a Q&A session with staff here at the station. Before public radio, Schiller worked for The New York Times, where she helmed the “Old Grey Lady’s” digital initiatives.

I was impressed with Schiller’s depth of knowledge and grasp of the challenges and opportunities both the mothership and local affiliates front in a climate of disruptive digital technologies and an economy headed somewhere south of Antarctica. We are in good hands.

The CEO was on the National Press Club yesterday, where she discussed what public media can “learn from commercial and vice versa.” And some of these themes she touched upon during her visit with us:

What NPR can learn from commercial media:
1) More bottom line thinking. Schiller stated that commercial media keeps “rigorous, ongoing evaluation of the business and its returns.”
2) A sense of urgency facing digital media.
3) Focus on audience. Serving the audience what they want and expect.
4) Do a better job at reaching diverse audiences, “not purely out of public service but because it’s good business.”
5) Not to be shy about publicizing, promoting, and marketing. “You know what, we do this really well; our audience appreciates it….”

Any point catch your attention in particular? What would you add to the list?