Current (https://current.org/series/the-legacy-of-audience-98/)
This series by John Sutton reflects on enduring findings from Audience 98, one of the major studies that helped public radio grow into the significant public service it is today.
“The appeal of the content must be clearly different than what we currently offer. The people needed to do this work are probably not even in our industry today.”
It’s time to start getting and sharing answers to key economic questions about the radio and digital content we’re offering audiences.
“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.”
The landmark study was designed “to provide insights into the relationship among programming, audiences and finances that stand the test of time.”