25 February, 2000
To:
The Pacifica Foundation Board of Directors
From: David Giovannoni,
Audience Research Analysis
Re:
The Pacifica State
Pacifica's audience has never been larger: over 800,000
people tune in to the service each week; nearly 40,000 are listening at
any moment. But roughly 40,000,000 people live under a Pacifica signal.
For most Americans, Pacifica simply does not exist. In fact, for most of
Pacifica's listeners, it is not a lifeline of ideas and information. It
is merely an hour-or-two per week add-on to their NPR and commercial radio
listening.
The audience gains of the last five years are huge by Pacifica
standards, but they are too little too late. I am not saying that the 40,000
people listening at this moment are insignificant. I am saying that, in
context, they are an insignificant number.
Number is important. Because significant radio programming
without a significant listening audience is not a significant public service.
Pacifica has lost its influence. It is a faded reflection of
its proud history. This organization that invented public radio journalism...that
brought provocative new voices and ideas to the microphone...that advanced
the art of radio, is today an anachronism on the FM band, arrested in its
development by a small group of people who are similarly stuck in time.
In contrast, the non-commercial radio that Pacifica helped
invent enjoys unprecedented programmatic strength, public support, and
a highly focused public service mission. It is on the verge of realizing
its full potential in the mature radio medium.
But not Pacifica. At one time, we could say that Pacifica was
simply "under-performing." The time for polite euphemism is over. By any
objective measure of public service, Pacifica has crossed the line from
"under-performance" to "irrelevance."
During the last 25 years, other idealists have learned how to
fulfill their missions by responding to the way that people use radio.
Many at Pacifica rebelled against this knowledge and still reject it to
this day. They have confused content with form; free speech with effective
use of the medium; and personal liberty with professional responsibility.
And in doing so, they have kept Pacifica's ideals from spreading as far
as five powerful FM stations could have carried them.
In the last few years, several enlightened leaders within Pacifica
have attempted to rejuvenate its grand mission by applying proven broadcasting
practices. They have been only sporadically successful. Their efforts to
revive Pacifica's public service have been frustrated by people who, in
the name of principle, have attacked these leaders personally. For the
rest of us in public radio, it has been painful to witness.
I believe in Pacifica, and I believe in what it is trying to
do. But my knowledge of radio tells me that Pacifica can serve its political
factions or it can serve its FM audience. It can not do both. Programming
for the programmers rather than for the audience is dysfunctional and counter-productive.
Our objective measures can demonstrate this down to the last listener.
The diversity of Pacifica's voices demands multiple channels
of communication. The searchable, addressable Internet not only offers
these channels, it welcomes and nurtures voices in the minority. Internet
technology frees the listener and the speaker from having to meet at the
same place, at the same point in time. The Internet is the right medium
for Pacifica in the 21st century.
Don't get me wrong - FM radio will remain the dominant form of
real time audio delivery for at least another decade. But FM stations need
coherence to survive, and coherence does not seem possible given Pacifica's
current structure.
Pacifica's challenge, then, is to redefine and reorganize itself
in the service of its mission in the 21st century. Do not limit your thinking.
Pacifica is not in the FM business - it is in the business of ideas and
ideals.
This is my professional opinion. My personal opinion is that
this is a very sad time. The voice of Pacifica spoke to me many years ago,
and it played an important role in my professional development and personal
thinking. In the intervening years, I have watched it squander its capital
on familial divisions that have virtually run you out of the radio business.
I am saddened when I think of the lost opportunities. Yet I am
energized by the thought of hearing Pacifica on other outlets - not bound
in time or space, instantly retrievable at any time, from anywhere, in
the world.
In sum, if you are to advance Pacifica's ideals, you must reinvent
Pacifica. Move your best thinking and your core values forward into new
media; lose the rest.
I wish you all the best of luck in recapturing the ears and minds
of the American public.
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