on climate change issues, and her husband Eric, former Google CEO, for example, are now KQED “underwriters.”
“Everyone is looking to us to see how we execute this transformation, because we can be the model. This awareness helps us push to be better. We’re testing and experimenting with strategies that can be replicated.”
After a two-year transition to a custom Salesforce database, KQED can better define its audiences. “We’re beginning to learn things about who’s engaging, what our value is for them, and who might join that audience,” says Anne. “Then we filter what we’ve learned from listening to them through the lens of our mission — improving people’s lives.” Creating new apps, blogs, e-newsletter feeds, curated content for streaming in Bluetooth-equipped cars — moves like these, according to the most recent Pew Research report on media, seem to be building audience in the public domain, while listening to radio or watching
KQED’s president is Anne’s other key reason for confidence. Anne served on the search committee that
Area Bites, the food blog, and MindShift, a blog about trends
resulted in John Boland’s appointment in 2010. As he
in the future of education.
assumed his role, John Boland said that his big dream “was that this institution becomes the 21st-century model
Quite a few public media stations have a “chief content officer” now. John Boland created the position first, at KQED and then at PBS, assigning top-level responsibility
for what public service media can be.” KQED may recently have been seen primarily as a
for integrating content across all the station’s channels
San Francisco–oriented institution, but during Anne’s
and platforms. That focus and function recognizes today’s
eight years on the board, the station has earned regional
audience expectations.
relevance, and has engaged San Jose and Silicon Valley
8
TV has leveled off. KQED’s most popular blogs are Bay
A stream of innovations, along with updated fund-raising
leaders. Strengthening these connections has been a
techniques, demonstrate KQED’s commitment to nimble,
priority for KQED and for Anne as board chair. Some of
expert marketing, a critical element of the 21st-century
the region’s experts in digital media, marketing and
public media model, in Anne’s opinion. “We focus on how
education are now invested in helping to realize the front-line
we can more directly target and engage people who might
vision for KQED. Wendy Schmidt, a philanthropist focused
be inclined to public media,” says Anne. John Boland also
m i lt o n m a g a z i n e
kqed.org
facebook.com/KQED
@KQED