National Public Rodeo

by

Vanity Fair | January 2012

When most people hear “NPR,” they think Cokie Roberts, Nina Totenberg, Robert Siegel, and for some on the far right, all that is wrong with the mainstream liberal media. But beneath the veneer of the "Minnesota nice," a simmering battle has been waged, and in the balance hangs NPR’s future and perhaps even its soul—as either a nonpartisan defender of in-depth journalism or a target of the partisan sniping of the sound-bite era. David Margolick explores how NPR’s management managed to squander the advantages of the national dole, deep-pocketed donors, a roster of top-notch reporters, and the loyalty of legions of devoted Click and Clack fans—and whether it can recover from the annus horribilis of 2011.

There could have been lots of forced jokes about Elmo and Big Bird. Or embittered references to Juan Williams and Arab stings and hapless leadership that had left everyone in the room feeling defensive and defenseless. But when Gary Knell made his debut at a staff meeting in October as the incoming head of NPR—in the multi-platform era, “National Public Radio” had officially ceased to exist—the prevailing feeling was less of anger or skepticism than relief. Under the watchful eyes of three of NPR’s “founding mothers”—Susan Stamberg couldn’t make it, but Nina Totenberg, Cokie Roberts, and Linda Wertheimer were on hand—Knell, 57 years old, introduced himself to his beleaguered, embattled troops.

Knell (pronounced NELL), who headed Sesame Workshop for the past 12 years, managed almost immediately to fill most of the items on NPR’s lengthy punch card of qualifications. He was a longtime “NPR groupie,” able to drop names like “Melissa Block” and “Neal Conan” effortlessly. He knew his way around the digital world, and Congress, and nonprofits. Though not a journalist, he’d once had journalistic aspirations and seemed to retain journalistic sensibilities. He appeared inspiring, soothing, self-deprecating, politic, and poised, well suited to the spoiled, hypersensitive station managers who control NPR’s destiny and the funders who bankroll it. All might not have been bright after he spoke that day, but all was at least calm.

Only time will tell whether Knell, who took over NPR in December, will fare better or last longer than his last four predecessors (including two interim C.E.O.’s), who averaged about a year apiece. But given his provenance—he’d been chosen by NPR’s much-maligned board of directors, which is controlled by its 268 member stations—he seemed far more impressive than anyone in his audience had any right to expect. “He’s already done well,” said Kevin Klose, perhaps the last NPR leader who was widely...


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