grow the audience for public radio

toward a strategy for greater use and deeper value

A fact-based agenda

Major reports Situation Analysis Listening by Black and

Hispanic College Graduates

Best Performing News Stations

. . . .

Data updates Use of streams and

websites Market-by-market

analysis Format performance Larger patterns of

media use

Evaluate recommendationsEvaluate recommendations

Recent Listening Trend Is FlatRecent Listening Trend Is Flat

Listening Trend to CPB Stations

Spring 1985 - 2007

611,200

835,200

1,280,5001,438,300

1,757,500 1,743,600

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Arbitron Nationwide -- Radio Research Consortium

Last Wave of Growth Driven By Last Wave of Growth Driven By News Format StationsNews Format Stations

Streaming Still Fraction Of Streaming Still Fraction Of BroadcastBroadcast

More Degrees After Your NameMore Degrees After Your NameMore Likely You ListenMore Likely You Listen

Education Strongest Predictor Of ListeningMore Than Income, Age or Race/Ethnicity

111

107

80

42

96

130

129

90

212

209

213

174

534

329

318

201

0 100 200 300 400 500 600

Asian

White

Black

Hispanic

35-44

45-54

55-64

65+

$150,000 +

$100-149,000

$75-99,000

$60-75,000

Doctorate

Professional

Master's

Bachelor's

Index To US Population -- Profile 2008

Market Education Can Predict Market Education Can Predict Public Radio’s SharePublic Radio’s Share

Public Radio Plus Commercial Classical

By Market Level Of Education -- Spring/Fall 2007

R2 = 0.3992

0

2

4

6

8

10

12

14

16

20% 22% 24% 26% 28% 30% 32% 34% 36% 38% 40%

College Graduates 25+

Sh

are

Of

Lis

ten

ing

SEATTLE

PORTLAND

ATLANTA

TAMPA

SAN FRANCISCO

WASHINGTON

CHICAGO

Potential Audience for Public Potential Audience for Public Radio Increases Every YearRadio Increases Every Year

Number Of College Graduates In Population Ten Year Trend By Demo

10,800 11,000 11,100 11,500 11,800 11,800 11,800 12,000 11,800 12,400

21,500 22,600 23,200 24,300 24,500 25,200 25,400 25,300 26,000 26,900

9,70010,200 10,600

11,400 12,400 13,400 14,500 15,100 16,00016,600

0

10,000

20,000

30,000

40,000

50,000

60,000

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Current Pop Survey -- US Census

(100

0's) 55+

35-54

25-34

Asians, Blacks and Hispanics Asians, Blacks and Hispanics Younger College GraduatesYounger College Graduates

Race/Ethicity Of College GraduatesGenerational Divide

7.53.9

8.1

6.6

10.9

6.2

0

5

10

15

20

25

30

25-44 45+

Current Population Survey 2007 -- US Census

Per

cen

t Asian

Black

Hispanic

Public Radio’s Share of Listening Public Radio’s Share of Listening College GraduatesCollege Graduates

Public Radio's College Share Of ListeningOther, Black and Hispanic -- Los Angeles

6.1

0.9 1.5

5.4

1.21.5

3.3

0.9

1.8

1.8

5.3 1.2

0.6

1.2

1.5

0

2

4

6

8

10

12

14

16

18

20

Other Black Hispanic

Arbitron Fall 2007 Metro

Sh

are

KPFK-FM

KKJZ-FM

KCRW-FM

KUSC-FM

KPCC-FM

Audience Task ForceAudience Task Force

Orlando BagwellOrlando Bagwell– Ford FoundationFord Foundation

Frank CruzFrank Cruz– Cruz & AssociatesCruz & Associates

Dennis HaarsagerDennis Haarsager– NPRNPR

Jon McTaggartJon McTaggart– APM|MPRAPM|MPR

Alisa MillerAlisa Miller– PRIPRI

Donovan ReynoldsDonovan Reynolds– Louisville Public MediaLouisville Public Media

Jake ShapiroJake Shapiro– PRXPRX

Andrea TaylorAndrea Taylor– MicrosoftMicrosoft

Mark VogelzangMark Vogelzang– Vermont Public RadioVermont Public Radio

Laura WalkerLaura Walker– WNYCWNYC

Jo Anne WallaceJo Anne Wallace– KQEDKQED

Three imperatives for growthThree imperatives for growth

Use and value to changing communitiesUse and value to changing communities Opportunities of new platformsOpportunities of new platforms Competitiveness in all we doCompetitiveness in all we do

Marching ordersMarching orders

Big, long-term goalsBig, long-term goals OptimismOptimism AttitudeAttitude RedefinitionRedefinition

Where we’re goingWhere we’re going

Broad goals for our serviceBroad goals for our service Strategies for national and localStrategies for national and local Results-oriented plan to move forwardResults-oriented plan to move forward

– Top prospects for impactTop prospects for impact– Key actorsKey actors– BarriersBarriers– ResourcesResources

Working GroupsWorking Groups

PRPDPRPD– CompetitivenessCompetitiveness– Programming Programming

DEIDEI– MarketingMarketing– Positioning Positioning

Public Radio CapitalPublic Radio Capital– Market strategyMarket strategy– Channel acquisitionChannel acquisition

NewsNews– Local News InitiativeLocal News Initiative

ClassicalClassical MarketingMarketing OnlineOnline

– PRX station audit, IMAPRX station audit, IMA

Changing audiencesChanging audiences– African-American African-American

Consortium, Latino Consortium, Latino Consortium, Native Public Consortium, Native Public Media Media

Views from the front linesViews from the front lines

What are two or three important changes What are two or three important changes that your station or organization can make, that your station or organization can make, right now, that would lead to wider use and right now, that would lead to wider use and deeper value for your audience?deeper value for your audience?

Think over the long-term, five years or more. Think over the long-term, five years or more. If you could change one thing, at your own If you could change one thing, at your own organization or elsewhere, to grow the organization or elsewhere, to grow the audience for public radio, what would that audience for public radio, what would that be? be?

What larger projects or initiatives would you What larger projects or initiatives would you like to see to grow the audience? More effort like to see to grow the audience? More effort on something already underway? on something already underway? Something entirely new?Something entirely new?

grow the audience for public radio

toward a strategy for greater use and deeper value