The Philadelphia Daily News has, for most of its history, been known for these things:
1. Great sports section.
2. Crime coverage.
3. Scrappy, populist local news coverage.
4. Local street-wise columnists.
The Philadelphia Daily News podcast does NOT contain:
1. Great sports section.
2. Crime coverage.
3. Scrappy, populist local news coverage.
4. Local street-wise columnists.
The Philadelphia Daily News podcast DOES contain:
1. NPR-like somnambulent production.
2. Deadly earnest interviews with college professors.
3. Boring recitations of what's on the website.
4. Nothing terribly local.
In other words, you don't get the flavor of the paper on the podcast. It might as well be one of those WHYY public affairs shows. That's partly a failing of the paper- buffeted by Knight-Ridder cutbacks, a population shift to the suburbs, and the loss of key personnel over the years, the Daily News is a shadow of its former self. It used to be a must-buy with classic headlines and world-class sports coverage and columnists like Pete Dexter. Now, it looks like what an art department would design without regard to what the readership wants, a front page with a full-page color picture that often buries the headline at the bottom, where people won't look for it, and it's easy to ignore. Numbers don't lie: the circulation's down below 140,000. I still pick it up when I come to town, and there are still traces of the old days (Byko, Conlin), but it's not the same.
And it's that homogenization, that carelessness with a legacy, that permeates the paper's "Philly Feed" podcast. From the amateur-hour intro ("Philly Feed," a nasal voice intones over bland production music, "it's like NEC-tar... for your EARS") to the indistinguishable/interchangeable hosts to the dull, monotone interviews, it's useless. I want to hear some wise-ass writer challenge Mayor Street, I want to hear Conlin rip Ed Wade or Rich Hofmann take apart the T.O. situation, I want to hear some Philly accents. Sorry, that might sell some papers and entice more people to listen.
Urgh.
The mainstream media knows something's going on in their industry, and they know they need to be in on it. But it's not enough to hire techies to get a podcast on the Net and throw some staffers into the fire and expect something worthwhile. They need to hire someone who understands not just what you can do on a podcast but what you can accomplish with it. Aping NPR when the product you're promoting isn't designed to appeal to the NPR listener makes absolutely no sense; they just don't have anyone in-house who's figured that out yet.
But what do I know? All I've done is create popular talk radio shows. Obviously, there's no place in the New Media Order for that.
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