When radio folks talk about "the clock," we don't mean the thing on the wall (although we care how accurate those are, too). Our clocks are simply the schedules by which we run our mix of news headlines and features, underwriting credits and weather forecasts, and even Birdnote.
Earlier this year, NPR informed member stations like WNPR that they'd be revising the clocks for their main news magazine shows, Morning Edition and All Things Considered (other shows are changing, too, but you'll hear the biggest differences in Morning Edition). Here's part of what they told us was the rationale:
"Today’s media landscape is vastly different from the one that existed when the current clocks were put into service. Smart phones, podcasts, satellite radio, and connected cars are altering the way listeners get their news — from public radio and other media. While changes have been made to the clocks over the years, none have directly addressed these changing habits."
Those listening habits include shorter spans of listening at any one time, and more "time-shifting" by listening on other devices. "The NPR Clock" as we've known it for years isn't being used by listeners as much to plan their daily activities.
Okay, so what does this mean for you, as a morning news listener?
1. More newscasts in Morning Edition
Instead of only getting news headlines at the "top" and "bottom" of each hour, now you'll get them at one minute past each hour, and also at 19 and 42 past. NPR headlines will be followed by WNPR headlines. Now, you won't have to wait so long to find out what's happening in the world each morning, because Korva Coleman, Dave Mattingly and our own Diane Orsonwill be telling you more often. But these more frequent, shorter headlines also mean you'll have more time for the long-form storytelling that NPR and WNPR are known for.
2. The Big Stories start sooner
In Morning Edition, the "A Segment" is kind of like our "front page." It's where you'll hear the big news of the morning from Washington and Syria, Africa and China. It's the story NPR reporters, editors and producers have picked to "lead" the show - and now you'll get to hear it earlier. The "A Segment" of Morning Edition starts at seven minutes past the hour, instead of ten past. This segment is also longer, allowing for more in-depth exploration of the issues.
3. Marketplace Morning Report is now a part of Morning Edition
Look, I know that for most of you, all the stuff you hear on our station is "NPR." That includes shows like This American Life and A Prairie Home Companion that have never been produced or distributed by NPR. Marketplace, and its offshoot Marketplace Morning Report are two of those shows (produced instead by American Public Media). In a spirit of collaboration, NPR has now integrated MMR into its Morning Edition schedule. That means you'll hear their award-winning host, David Brancaccio at 6:51 and 8:51 (previously, the show aired on WNPR only at 6:51 am). This will take the place of the NPR business news segment, previously heard at 7:51 am.
4. WNPR Business Report moves...and changes
For a decade, WNPR's Harriet Jones has been providing in-depth coverage of the business news that's important to listeners in our region. Now, her daily business report will be moving from 8:06 am to 8:20 am. This newscast will give you all the business headlines, and you'll still be able to hear Harriet's in-depth stories and feature interviews on business throughout Morning Edition, Here and Now and All Things Considered.
5. Things might sound funny at first. But we'll get used to them!
Trust me, I've been working with the current NPR clocks for 25 years or so. Changing is going to feel like that first morning of Daylight Saving Time, or maybe a bit of jet lag. For instance, the news features WNPR produces on Health, Environment and Artshave been on the air between 7:33 and 7:40 am for years. Now, they'll be shifted slightly, to start at 7:45.
You'll also hear more funding credits from NPR. Here's what the network told us about those changes:
"Finally, as the advertising marketplace adapts to new platforms, our underwriting revenue is facing new competitive pressure. National sponsorship revenue is much more important to the system’s financial health than it was when the shows were created. We want to change the style, placement, and policies around funding credits to ensure their continued value to sponsors, while retaining our noncommercial mission and values."
So, we know this will all take a bit of time to get used to. But we're committed to making these changes to provide an even better listening experience for you. And trust me, despite whatever might be true about "listening habits" in our new media landscape, I know plenty of you still plan your morning shower and coffee by the sounds coming out of your radio. I hope the new clock isn't too disruptive...heck, it might even get you moving a few minutes faster every morning. I know I could use the help.
