Strategies for pubradio audience growth lack priorities, Sutton says

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Public radio marketing consultant John Sutton is troubled by the “something for everybody” approach outlined in “Public Radio in the New Network Age,” the final report from the CPB-backed Grow the Audience project. “‘Do everything’ is not a strategy,” Sutton writes on his blog. Even if decision-makers follow the report’s recommendation to focus resources on stations in the top 50 markets, “the reality is that there aren’t enough resources to serve the objectives listed….Further prioritization is necessary to make smart, effective investments in audience growth.” The report, written by the Station Resource Group after an 18-month research and consultation project, is “silent” on how these priorities will be set, Sutton notes. “We believe the difficult decisions about who gets help and who gets left behind should be fully transparent.”

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