Staking a claim for NPR.org as a "news destination"

“We are a news content organization, not just a radio organization,” says NPR President Vivian Schiller, in this New York Times piece on the redesign of NPR.org that launched over the weekend. Improved navigation and readability--especially for news audiences--are hallmarks of the revamped website, a demonstration of NPR's push to create content that makes NPR.org a "news destination in its own right,” she said, rather than an online companion to its radio programming. Web users who designate a favorite NPR station get a co-branded homepage that's one click away from a menu of local content. Schiller acknowledges that the site does not resolve the the long-festering "bypass issue." In a Q&A with Newsweek, Schiller says NPR has plans to help stations strengthen their web services.