The Program Radio Program Directors Association is teaming up with Jacobs Media and stations to better understand millennial consumers of public radio.
A report next year from PRPD and Jacobs Media will examine the media millennials consume, what they expect from news outlets, their level of satisfaction with news media, and their perception and use of public media, according to PRPD President Jody Evans.
“We know the US demography will continue to shift away from the traditional public radio audience,” Evans wrote in an email to PRPD members. “We know that our existing talent pool, on the aggregate, will continue to age and both retirement and a competitive job market will have an impact. We don’t know what the future will bring, but we can prepare and better preparation provides a wider range of options.”
The organizations are seeking station investors to help with the research.
“The bias will be heavily tilted toward helping stations devise local, actionable responses for programming, engagement and revenue generation,” she wrote.
Research shared at this year’s PRPD conference showed that NPR is seeing a decline in listeners under 55 and that millennials spend more time listening to podcasts than the average public radio listener.
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