Programs/Content
How Audience 98 can inform efforts to acquire donors in the digital era
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“We need to stop thinking about audiences in terms of technology and start thinking about audiences of the brand, no matter how they access us.”
Programs/Content
How the Audience 98 study still applies in public radio’s digital era
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The landmark study was designed “to provide insights into the relationship among programming, audiences and finances that stand the test of time.”
Programs/Content
How a new generation of listeners interprets public radio’s core values
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Recent research found that most of PRPD’s Core Values of Public Radio resonate strongly with today’s young listeners. But study participants defined some values differently.
System/Policy
How public media can make good on its commitment to diversity
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The seminal research initiative Audience 88 shaped programming for more than 30 years. It’s time for a new vision.
Programs/Content
How to reach audiences who think public media isn’t for them
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A segmentation study identified three groups that Vermont’s public media organizations can attract and engage with a different approach.
Programs/Content
The missing middle: Reimagining a future for tweens, teens and public media
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Researchers from the Joan Ganz Cooney Center report on how public media can create media that’s relevant to the lives of the teens and tweens who make up Gen Z.
Programs/Content
For their listeners, NPR News stations are the last thing worth listening to on the radio
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Nielsen data shows that listeners are finding the programming on NPR News stations more important in their lives than ever, and by extension, more worthy of support.
System/Policy
Giovannoni: Listening dynamics of core NPR News listeners ‘are shifting in the wrong direction’
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Three full months into the COVID-19 pandemic, listening to NPR News stations remains only 80% of what it was a year ago. Full recovery of the lost listening is nowhere in sight despite a few changes in the margins.
Programs/Content
Like news audience, core classical fans are tuning in more
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Core listeners have become even more important to classical radio stations during the pandemic as their loyalty and time spent listening has increased.
Programs/Content
Amid pandemic, core listeners prove their importance to news stations
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A study informed by AudiGraphics audience research concludes that now is the time to ask sustainers to increase giving.
Programs/Content
Viewership gains during crisis point to strategy for building ‘NewsHour’ audience
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Increase viewing frequency with promotions that reinforce the program’s values of civic discourse and analysis.
Programs/Content
Viewers flock to public TV for news, food shows during lockdown
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A spike in audience for “NewsHour” came from viewers tuning in more frequently.
Programs/Content
Demand for COVID-19 news in March set off wild swings in listener behavior
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Most news stations gained AQH Share despite declines in persons listening.
Audience research
CPB funds major research project on teenage media usage
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Findings will help public media’s content creators and stations connect with school-aged children and teens.
Tech
Annual survey highlights ‘big deal’ of smart-speaker adoption
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The Public Radio Tech Survey also found strong growth in public radio listening among millennials.
Currently Curious
Beyond politics, public media audiences and Trump supporters have some things in common
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Public radio listeners skew toward the liberal end of the spectrum while PBS viewers are more conservative. But in demographic terms, both share characteristics with Trump voters.
Programs/Content
Atlanta jazz station hopes smoother sound catches on
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Atlanta’s WCLK-FM, a jazz station licensed to Clark University, aims to double its audience share with a new approach to programming music that went into effect Aug. 26.
People
PRPD honors a co-founder and presents a special award to a key provider of audience data
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The Public Radio Program Directors Association gave its 2012 Don Otto Award to audience researcher Peter Dominowski, who co-founded PRPD in 1987. PRPD bestowed the award Sept. 13 in Las Vegas, where it observed its 25th anniversary as an organization. Dominowski is president of Market Trends Research, a market-research company based in Matheson, Colo. In presenting the award, Jeff Hansen, p.d. at Seattle’s KUOW, cited Dominowski’s many focus groups and research studies, and his work with the Morning Edition Grad School training sessions for stations and as a member of the Strategic Programming Partners consultancy.
Programs/Content
Core value of PRPD: ‘Think audience’
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When Public Radio Program Directors Association was formed 25 years ago, the idea that programmers should do things for an audience “felt like a complete revolution,” says Marcia Alvar in a Q&A with three of the founders.
Audience research
Good news about the splintered TV audience
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What you are about to read may sound familiar—like the strategy in public radio, with its emphasis on serving a core audience—but it’s an evolution in the thinking of the LeRoys, prominent audience consultants for public TV stations and co-directors of TRAC Media Services. Public television’s cume fell below 50 percent in the 2001-02 season. The portion of the viewing public that samples it in a week — as high as 59.2 percent in 1991 — was down to 47.8 percent a decade later. Fewer and fewer homes are sampling public television’s fare and they’re viewing it less. When cumes and gross rating points decline, stations can lose membership and support.