Sinecure

An Easy Job

1. A position requiring little or no work but giving the holder status or financial benefit.

When I told my counselor what I wanted to do and what my major was going to be, he could hardly hold back. He called Mass Communications a gut course. He said students who couldn't cut anything else chose that. I spent the next 40+ years learning about the public radio audience and creating content for that audience.

I joined in this effort a few years after it's genesis. After the launch of All Things Considered, but before the launch of Morning Edition. It soon became clear, to become a true community service, our focus had to be on the audience.

With the help of those who were already involved in developing this service, I learned about what motivated that audience to spend more time listening and learning what might motivate that audience to give. It was the basis that led to phenomenal growth in audience numbers and audience engagement.

A Community Effort

We started with thousands of listeners. We shepherded the system to millions of listeners worldwide.

It was a lot more work than either of us imagined, but I knew back then it was so much more than a gut course for college slackers who need to declare something, anything.

What we did, what we discovered, worked. I think of it as the launching pad for what's to come.