WNYC is leading public radio’s transition to public podcasting

[Commentary] WNYC has something at stake. The 91-year-old radio station is walking a high-wire between two eras—extending one arm deep into new territory while trying to keep the other steady. Digital natives hold certain advantages over traditional media. Storied print institutions carry greater weight, thanks to their histories. But digital startups, without traditional publishing costs, have dexterity and flexibility. The podcasting world looks similar. WNYC may have the resources, but it also has a costly and expansive operation. Local listeners rely on teams of reporters and well-paid personalities like Brian Lehrer to guide them through their morning drives, as well as broadcast necessities like breaking news coverage.

On the other hand, private podcasting startups—like Gimlet Media, Earwolf, and Audible—are experimenting, free from the burdens of convention and reputation, and public radio producers and high-ranking executives are migrating to these flashy new companies. In the wake of Serial’s enchantment of audiences and advertisers, the rest of the world is beginning to see commercial viability in public radio’s narrative journalism and the staffers who know how to make it. It’s all meant to address a crucial question: Can the digital transition, which has been the bane of print journalism, be a boon for public radio?