Nieman Lab.
Predictions for
Journalism, 2025.
The rapid pace of technological change, volatile ad revenues, intense digital competition, and the ever-shifting preferences of audiences make maintaining a sustainable business model daunting. For public media, these challenges are compounded by a fragmented market and political pressures. Yet public media remains an indispensable community asset.
Years ago, I rappelled down a 400-foot building and hung a banner for a cause I deeply believed in. That story gets laughs over drinks, but it underscores an early lesson: Purpose matters. Purpose is what drives public media today as we navigate a critical inflection point.
Last year, I raised the alarm: Public radio must embrace digital audio, particularly podcasting. Podcasts are no longer niche. They are a core part of the media landscape, offering perspective, storytelling, and information to millions. The roots of podcasting run deep in public radio, built on decades of meaningful discussion, investigative journalism, and creative storytelling. Many of podcasting’s most celebrated producers honed their craft in public radio.
Does this mean our work is done, that we should concede the race? Not so fast.
I experienced firsthand the fractured media ecosystem on election night — opinions scattered across networks, projections hidden behind paywalls, and limited access to trustworthy, independent coverage. In contrast, public media stands apart. No other system in the world matches the accessibility, independence, and sheer reach of the U.S. public media network. It is a beacon of trust and an essential public service.
The principles of the Public Broadcasting Act of 1967 still resonate today. They call for programming that takes creative risks and serves unserved and underserved audiences. They encourage freedom, imagination, and initiative at both local and national levels. These tenets guide our work and push us to evolve.
Our industry faces extraordinary challenges. Commercial pressures threaten our independence and digital giants dominate the landscape. But public media is uniquely positioned to adapt. By championing podcasting alongside traditional outlets, we can expand our reach and strengthen our relevance. This isn’t just about technology. It’s about recommitting to our mission of serving the public good.
In 2025, podcasting’s roots in public radio will have an opportunity to grow even deeper. But this requires more than innovation; it demands investment. Investment in technological evolution and digital infrastructure, yes, but also investment in each other—our people, our creativity, and our shared mission.
Public media’s future depends on embracing transformation while staying true to the ideals that have defined us for nearly 60 years. Together, we can ensure that public media remains a vital force, offering trusted content to everyone, everywhere.
Kerri Hoffman is CEO of PRX.
The rapid pace of technological change, volatile ad revenues, intense digital competition, and the ever-shifting preferences of audiences make maintaining a sustainable business model daunting. For public media, these challenges are compounded by a fragmented market and political pressures. Yet public media remains an indispensable community asset.
Years ago, I rappelled down a 400-foot building and hung a banner for a cause I deeply believed in. That story gets laughs over drinks, but it underscores an early lesson: Purpose matters. Purpose is what drives public media today as we navigate a critical inflection point.
Last year, I raised the alarm: Public radio must embrace digital audio, particularly podcasting. Podcasts are no longer niche. They are a core part of the media landscape, offering perspective, storytelling, and information to millions. The roots of podcasting run deep in public radio, built on decades of meaningful discussion, investigative journalism, and creative storytelling. Many of podcasting’s most celebrated producers honed their craft in public radio.
Does this mean our work is done, that we should concede the race? Not so fast.
I experienced firsthand the fractured media ecosystem on election night — opinions scattered across networks, projections hidden behind paywalls, and limited access to trustworthy, independent coverage. In contrast, public media stands apart. No other system in the world matches the accessibility, independence, and sheer reach of the U.S. public media network. It is a beacon of trust and an essential public service.
The principles of the Public Broadcasting Act of 1967 still resonate today. They call for programming that takes creative risks and serves unserved and underserved audiences. They encourage freedom, imagination, and initiative at both local and national levels. These tenets guide our work and push us to evolve.
Our industry faces extraordinary challenges. Commercial pressures threaten our independence and digital giants dominate the landscape. But public media is uniquely positioned to adapt. By championing podcasting alongside traditional outlets, we can expand our reach and strengthen our relevance. This isn’t just about technology. It’s about recommitting to our mission of serving the public good.
In 2025, podcasting’s roots in public radio will have an opportunity to grow even deeper. But this requires more than innovation; it demands investment. Investment in technological evolution and digital infrastructure, yes, but also investment in each other—our people, our creativity, and our shared mission.
Public media’s future depends on embracing transformation while staying true to the ideals that have defined us for nearly 60 years. Together, we can ensure that public media remains a vital force, offering trusted content to everyone, everywhere.
Kerri Hoffman is CEO of PRX.
