Doug
Eichten, President of Greater Public, announced this week that he is retiring
from the organization in July 2017.
Though it is too early for final credits, it is not too early to put his
leadership in public media in the spotlight.
[Disclosure:
Doug and I worked together at Public Radio International in the 1990s – he was
VP of Development and I was Director of News. In 1997 I had a very public
whistleblowing flap with Doug and other senior officials at PRI over the use of
CPB funds to promote The World. This
incident does not diminish my respect for Doug but our friendship never
recovered.]
FOCUS ON THE GREATER GOOD
When
Doug became President of the Development Exchange (DEI) in 1997 the
organization barely had a pulse. DEI had around 80 paying members and was being
kept alive by CPB. Now, as Greater
Public, there are over 260 member stations.
Back
then DEI had an annual conference that was off the grid for most folks working
in public radio. DEI was mainly an idea
exchange for underwriting sales folks. Stations had just begun to think about
their brand image and private revenue plans.
Now
Greater Public is a $4,500,000 (2013 Tax Year) enterprise. Revenue comes from
the services it provides to members. In
2013 membership dues brought in over $900,000 probably the highest for any
public radio service organization. The
Public Media Development & Marketing Conference (PMDMC) is now the
most-attended noncom radio conference.
Doug
has started many initiatives that have benefitted stations. In 1998, DEI
launched a member resource website that offered fundraising tools and
development plans that worked for all kinds of stations. DEI worked with PRADO
– Public Radio Association of Development Officer – to create the PRADOlistserve.
It is still going strong today.
I
liked Doug’s focus on major donors. He was
perhaps the first to promote the idea that public radio stations are important
community institutions, like a library or a theater. This notion challenged the notion that public
radio was not consequential – the age-old inferiority complex so common in
radio. Doug knew that to be an
institution worthy of major donor support, stations had to make real their
value. This improved all of public
radio.
A FOR PROFIT GUY IN THE
NONPROFIT WORLD
Back
in the PRI days Doug and I had quite few quiet conversations, often over red
wine in a hotel somewhere, about differences between the nonprofit and for profit business
worlds. Doug made a comment I have
always remembered:
Many public radio folks say
they are noncommercial but they are actually anti-commercial. They don’t
realize they are competing in a marketplace. They don't have the mindset to compete.
He
was right then and is still right today.
Public radio is an amazing Public/Private partnership. Doug encourages
responsible business literacy. He seeks out for-profit folks who appreciate the
trust public radio listeners have for their stations. Fred Jacobs, the wisest guru on the radio
planet, is head of Greater Public’s board of directors.
Doug
had an early start in radio. Back when
he was in college he had a show on the campus station: You, Me and FCC. You’ve got
to love it!
No comments:
Post a Comment