NPR reinvents itself with multimedia

National Public Radio is focusing on reinventing itself in order to indulge its listeners in a more user-friendly experience. Included in this transformation is a revamped Web site and multimedia training for its editorial staff.
“Back in the days that there was just radio, your station was the only point of entry to all this content,” says Robert Spier, director of content development for NPR Digital Media. “You couldn’t get NPR except through your station because it was only available on radio, and radio was time and geographically bound.” Today, of course, “the user expects to be in control of his or her experience.”

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