As some newsroom roles go the way of the dinosaurs, brand-new jobs are being born. This interview is part of an occasional series of Q&As with people who are the first to hold their title in their newsroom. Read through the rest here.
When NPR aired bilingual coverage of the State of the Union for the first time in February, host A Martínez switched between English and Spanish depending on who was being interviewed and what they were talking about. Some topics — like culture wars in the United States — made more sense to talk about in English. Issues that were pertinent to Spanish-speaking communities in the U.S., like education and immigration, were discussed in Spanish.
“I just want to get a poll from all of us,” Martínez said with a laugh, in English. “There is no translation in Spanish for ‘woke’, right?”
The bilingual broadcast — which NPR made available on Facebook, Twitter Spaces, and via participating NPR affiliate stations — has been streamed more than the English version on Facebook. The State of the Union coverage is just one of the projects that Pablo Valdivia, NPR’s first-ever audience editor for Latino audiences, has worked on since taking the role in August 2022.
In January 2020, NPR CEO John Lansing said that expanding the diversity of NPR’s audience was its “number-one goal.”
At least 62.5 million Latinos live in the United States, making up about a fifth of the total population. Radio is an especially important way to reach them: Nielsen found last year that 97% of Latinos ages 18 and older listen to AM or FM radio at least monthly.
Bringing in younger, more diverse audiences “is the only way for public radio to remain relevant and continue to grow,” said Isabel Lara, NPR’s chief communications officer. “Through this role we want to connect with the Latino audience and let them know there are Latino journalists and creators in the public media system, share who they are and what their work is about.”
The idea for the Latino audience-editor role came out of the NPR Oye project, a deep dive into the best ways NPR could reach Latino audiences. “One of the key findings was that NPR and the public radio system were already producing a some great content by and for Latinos,” Lara said, “but that it wasn’t being gathered anywhere or presented to Latino audiences in a consistent and coherent way.”
Before coming to NPR, Pablo Valdivia spent eight years at BuzzFeed as a staff writer and as the senior Latinx culture editor, helping launch the company’s sub-brand, Pero Like, that creates creative video and social media content for bilingual Latinos in the U.S. Now, he’s focused on bringing NPR’s journalism to Latinos on all platforms, including radio, online, podcasting, and social media.
I emailed with Valdivia about his new role. Our conversation, below, has been edited for length and clarity.
The second prong is both writing and pitching stories to our team of reporters. I have my ear to the community and try to make sure our newsroom does too. I flag potential stories and topics for coverage and pick stories up here and there when needed.
The third prong is leading a new platform for NPR called NPR Oye. What started out as an internal working group and Twitter page recently expanded onto Instagram and is carving out a new space for NPR’s Latino audiences. The Instagram is dedicated to spotlighting stories and videos from within NPR that are by and for Latinos, and it’s hopefully just the start for NPR Oye.
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My first order of business has been connecting with leaders on different desks and help them funnel story ideas and initiatives down to their teams. For example, I worked closely with growth editor Arielle Retting and senior manager of content development Lauren González to create a digital presence for our first bilingual podcast, The Last Cup. I was also approached by Morning Edition executive producer Erika Aguilar on how to best execute an all-Latino bilingual State of the Union broadcast, which was a first for NPR. I’m now working with several employees on our Visuals team, like producer Estefania Mitre, to develop a more robust Latino presence on our visual social channels.
All of this work starts from within and requires every employee here to rally around NPR’s mission of serving the American public. The U.S. Latino population accounts for nearly 20% of all Americans — we make up a large portion of said “public.” Our stories are a part of the fabric of this country, and they should be a part of the fabric of every news organization in the U.S. I refuse to let us fade away into the background.
What started as a small Facebook page transformed into a booming YouTube channel built with the support of founding producers Jenny Lorenzo and Jazmin Ontiveros. I moved up the ranks and eventually became BuzzFeed’s first senior Latinx culture editor, which meant I oversaw all of the editorial content for Pero Like as well as editorial Latino coverage for BuzzFeed as a whole. In my time there I was a writer, editor, video producer, cultural consultant, you name it — all in the goal of trying to connect with people like me.
Pero Like was a baby I helped raise and look after for many years, but now it’s a full-grown, and fully-staffed, adult who can make decisions without my support. I came to NPR in the hopes of raising something brand new from the ground-up once again.
I hope NPR Oye becomes way bigger than myself. I’m just one perspective underneath the large umbrella of “Latinidad.” I would love to see NPR Oye in every pocket of NPR in the future — be that radio, digital, and podcasting.
I’m just one single Mexican-American who can’t speak for the entirety of the Latino community. Our community is diverse, complex, and often fragmented, so I look to my peers in other departments for guidance, and I also look to non-Latinos to support the work that I do. It’s the only way to avoid getting stranded out on this “Latino island” all on my own.