Researchers invite others to use Audience 98 data

Public radio audience researcher David Giovannoni this week will present findings from Audience 98, a major study that aims to extend programmers’ understanding of listener behavior developed in the widely influential Audience 88. Audience 98 is based in part on a rare re-contact survey of 8,000 Arbitron diary-keepers who indicated in fall 1996 that they listened to public radio. The survey was designed to elicit their pledging behaviors, personal beliefs, and attitudes toward public radio. Giovannoni will release Audience 98’s first national report, “The Value of Programming” Sept. 11 when he gives the keynote address at the Public Radio Program Directors Conference in Denver.