Futures Lab Update #71: Digital Strategy at New York Public Radio

    by Reuben Stern
    August 20, 2014
    New York Public Radio's WNYC has created a personalized mobile app for its younger generation of listeners.

    This week we get an inside look at one media organization’s successful digital strategy.

    “The most salient characteristics of digital media actually match well to the most salient characteristics of public media … I call our digital media strategy our MAD strategy – it’s organized around mobile, audio and data.” - Thomas Hjelm, executive vice president and chief digital officer, WNYC

    New York Public Radio, which operates WNYC in New York City, is among the leading innovators in the public media system both for on-air programming and for a forward-looking approach to digital. We visited their office and sat down with Thomas Hjelm, executive vice president and chief digital officer, to find out what drives their success across platforms.


    In this interview Hjelm outlines the organization’s three key digital priorities: mobile, audio and data. He also explains how the digital mindset is helping to reshape the entire operation.

    Reporting by Reuben Stern and Rachel Wise. Hosted by Jim Flink.

    For more information:


    New York Public Radio produces several nationally distributed shows, including “Radiolab,” “The Takeaway,” “On the Media” and “Studio 360.” Producers for individual shows have pushed their online presence in interesting ways that are attracting new audiences, as explained in this report from Current.org.

    Reuben Stern is the deputy director of the Futures Lab at the Reynolds Journalism Institute and host and co-producer of the weekly Futures Lab video update.


    The Reynolds Journalism Institute’s Futures Lab video update features a roundup of fresh ideas, techniques and developments to help spark innovation and change in newsrooms across all media platforms. Visit the RJI website for the full archive of Futures Lab videos, or download the iPad app to watch the show wherever you go. You can also sign up to receive email notification of each new episode. 

    Tagged: new york public radio public radio radio radio broadcasting

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