Audience research

How to reach audiences who think public media isn’t for them

By Scott Finn, President and CEO (VPR and Vermont PBS), Anna Post, Marketing Strategist (VPR and Vermont PBS) and Kari Anderson, Director of Audience Insights and Radio Programming (VPR and Vermont PBS) | April 27, 2022

A segmentation study identified three groups that Vermont’s public media organizations can attract and engage with a different approach.

The missing middle: Reimagining a future for tweens, teens and public media

By Monica Bulger, Mary Madden, Senior Fellows (Joan Ganz Cooney Center at Sesame Workshop), Kiley Sobel, Research Scientist (Joan Ganz Cooney Center at Sesame Workshop) and Patrick Davison, Program Manager for Research Production and Editorial (Data & Society Research Institute) | May 24, 2021

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.

For their listeners, NPR News stations are the last thing worth listening to on the radio

By David Giovannoni, President (AudiGraphics Inc.) | March 11, 2021

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.

Giovannoni: Listening dynamics of core NPR News listeners ‘are shifting in the wrong direction’

By David Giovannoni, President (AudiGraphics Inc.) | July 20, 2020

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.