VPR/Vermont PBS – Vermont’s media conglomerate?
February 20, 2021 | By Matt KraussThe largest nonprofit media organization in Vermont history – Vermont Public Radio/Vermont PBS – soon will have 117 employees, an annual budget of $18 million, and $91 million in assets. Seven Days newspaper has around 43 employees; VtDigger has around 22. How many at your local newspaper? Their budget?
Local newspapers will soon face new competition for scarce ad revenue, talent acquisition and retention, fundraising and donations, and future subscribers. The outcome? Put a large fish into your aquarium. What happens to the small fish?
The VPR/VTPBS chief executive vows increased news coverage (20 current news employees), integrated fundraising, new audiences, increased local content/programming, etc. They will create, market, and display content on integrated audio, video, digital and new platforms.
An ascendant multimedia giant covering all of Vermont and beyond as far as Montreal. Millions in cash reserves. Who competes with this?
My concerns run deeper. I have advocated for greater openness regarding the recruitment and selection of board members of very large self-perpetuating nonprofit boards (Bennington Banner 4/15/2019). The new entity will be overseen by such a board, now smaller with greater power. I’d like the composition of editorial/news staff to represent a full spectrum of Vermont voices (Rutland Herald 1/26/2021).
In 2019, I corresponded and met the CEO of VPR, the chair of VPR’s board of directors, and attended a VPR nominating committee meeting. The interactions were perfunctory, but I’m only a VPR listener.
In July 2019, VPR canceled its commentary series, the longest-running of its kind. Can’t have the public using public radio to speak directly to the public. VtDigger in 2020 printed 860 commentaries by 649 different authors and thanked every one of them by name. Cash insecure local newspapers encourage letters to the editor and commentaries. Are VPR’s actions serving Vermonters?
The chief executive speaks of merger benefits. Merger liabilities? Not so much. Monopolies think of themselves. In June 2020, the chief executive presented a request to the legislature for $874,000 in COVID-19 relief funds. VPR had received $960,000 from the Paycheck Protection Program (PPP) apt to be “forgiven.” Millions in the bank, no layoffs, and a recently successful $10 million capital campaign. His rationale for the request included avoiding “awful things” like trying to find loan funding. With millions in the bank? Pandemic crushed Vermonters feel his pain. Hello, board of directors?
Where does an 800-pound gorilla sit? Anywhere it wants to. Average Vermonters are unable to have their opinions broadcast. Their ability to join decision-making at the highest level is stunted. For small Vermont independent media voices, the future looks more challenging. Remember local downtown shops when Walmart arrived?
Possible public protections:
Local media and VtDigger show the Vermont way for alternative voices to be heard. This titan must allow all voices to present their commentaries/ideas directly to Vermonters.
Vermont House and Senate committees should invite the new nonprofit to testify on their burgeoning chunk of Vermont’s shrinking media world.
Designate a public advocate on the board of directors to ensure participation for all Vermonters.
Don’t Vermonters believe the affluent should contribute more, assisting those less fortunate? How about a five-year, 2% donation from the $45 million Vermont PBS has squirreled away contributed to cash-insecure local media enterprises?
Vermont is a perfect environment for this new media conglomerate to flourish. Facebook, Google and Twitter justify their actions by describing the wonderful things they do. However, it’s not their intent that counts, but their impact.
If this company produces much more news content increasing their market share and media concentration, will all Vermonters benefit? Are Vermonters getting more avenues for their unfettered voices to be heard or fewer? We love our independent media options. Will those who hold divergent opinions or oppose prevailing environmental, political, governmental, and cultural positions be heard?
VPR’s website says, “Be brave, ask questions.”
After this merger, ask lots of questions.
Matt Krauss of Stowe is a happily retired state employee and a former Vermont legislator.