“Grow the Audience” reports on classical music station performance

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Education levels within a market are the best predictor of classical music station performance, according to the latest report [PDF] from Grow the Audience, a CPB-backed project of Station Resource Group that is examining options for future pubradio audience growth. The report, published by SRG and Walrus Research, analyzes the performance of the entire field of all-classical stations, including the few remaining commercial outlets, and identifies stations that are over- and under-performing. It also predicts the performance of all-classical stations in Houston, Atlanta and Tampa, three top markets that lack the format. The project website recently added commentaries on audience growth strategies by former NPR News chief Bill Buzenberg, research consultant Mark Ramsey and Latino Public Radio director Florence Hernandez-Ramos.