Baby Boomers

Next Avenue will use Web to super-serve a (slightly) younger PBS audience

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When Jim Pagliarini and Judy Diaz say public TV should pay more attention to a younger audience, they’re not thinking of viewers in their 20s and 30s. Their Next Avenue project, based at Twin Cities Public Television, aims at Boomers, the big generation now between the ages of 45 and 65, with its biggest numbers toward the younger end. In contrast, 60 percent of PBS’s audience is over 60, Diaz says, though it has many Boomer viewers. “We’re not reaching them, and we’re not engaging them now,” says Diaz. Boomers — “that’s an NPR audience,” she adds.

Programs/Content

Can public radio learn to talk to its Gen-X future?

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Public radio’s Gen-X listeners don’t fit their generational stereotype; they’re closer to its older audience than to their peers, said a report from public radio’s Audience 98 research project. Pubradio programmer J. Mikel Ellcessor comments and then trades letters to the editor with the Audience 98 researchers. Dan Yankelovich and Pete Townshend: are they the conceptual bookends of generational cohort analysis? In the mid-1960s, Dan Yankelovich explained the “generation gap” and introduced the world-at-large to generational cohorts. These “cultural variations in time” articulate the enduring importance of key life-stage experiences, and the social context within which they occur.