Published in 2012 based on field research conducted by Nikki Usher from 2008 to 2010, this paper presents an account of NPR’s response to a rapidly changing digital media environment. As audiences increasingly looked to the web for news, management at NPR understood a need for fundamental change in its operations and identity, from an organization focused entirely on news production for radio broadcast, to a digital media company producing multimedia for online distribution along with traditional NPR broadcast content.