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Linda Eder belts the holiday classics

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Not-so-public radio: MPR refuses to sell MnIndy ads

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By Paul Schmelzer , Minnesota Independent
July 13, 2008

What exactly does that word “public” in Minnesota Public Radio’s name mean? One thing it does not mean, apparently, is unfettered by commercial considerations. When the Minnesota Independent inquired about buying banner ads on MPR.org to promote our new name and site design, we were informed — after submitting designs for station approval — that they wouldn’t sell us ads.

Why is that? Content too controversial? Packaging somehow offensive?

Nope. I was informed by an ad rep that “MPR doesn’t accept underwriting from online news sites,” period. MPR, he continued, is “working to build awareness of our own news site” and selling sponsorship to us might dilute that.

In other words, despite our small staff and modest traffic — not to mention the fact that MPR is a behemoth of the public broadcasting world and we, um, aren’t — we present a clear and present competitive danger to Klingdom? “That may be part of it,” the rep acknowledged. (Not an official media contact, he forwarded me to MPR senior communications VP Margaret Ann Hennen for an official response, but she hasn’t yet replied to my request for comment.)

Joel Kramer, founder of another nonprofit online news site, MinnPost.com, has trouble with the public-radio company’s stance. “My view is that since MPR is not-for-profit, its primary goal should be to serve the community, not protect its own market share,” he said via email. “The community is best served by having many thriving sources of news and information.”

He should know. MinnPost.com had the same experience shortly after its launch last winter: It had inked a $12,000 underwriting deal with MPR, but the station refused to renew it.

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