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grow the audience for public radio

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

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grow the audience for public radio

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  1. grow the audiencefor public radio toward a strategy for greater use and deeper value

  2. 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 recommendations

  3. Recent Listening Trend Is Flat

  4. Last Wave of Growth Driven By News Format Stations

  5. Streaming Still Fraction Of Broadcast

  6. More Degrees After Your NameMore Likely You Listen

  7. Market Education Can Predict Public Radio’s Share

  8. Potential Audience for Public Radio Increases Every Year

  9. Asians, Blacks and Hispanics Younger College Graduates

  10. Public Radio’s Share of Listening College Graduates

  11. Orlando Bagwell Ford Foundation Frank Cruz Cruz & Associates Dennis Haarsager NPR Jon McTaggart APM|MPR Alisa Miller PRI Donovan Reynolds Louisville Public Media Jake Shapiro PRX Andrea Taylor Microsoft Mark Vogelzang Vermont Public Radio Laura Walker WNYC Jo Anne Wallace KQED Audience Task Force

  12. Three imperatives for growth • Use and value to changing communities • Opportunities of new platforms • Competitiveness in all we do

  13. Marching orders • Big, long-term goals • Optimism • Attitude • Redefinition

  14. Where we’re going • Broad goals for our service • Strategies for national and local • Results-oriented plan to move forward • Top prospects for impact • Key actors • Barriers • Resources

  15. Working Groups • PRPD • Competitiveness • Programming • DEI • Marketing • Positioning • Public Radio Capital • Market strategy • Channel acquisition • News • Local News Initiative • Classical • Marketing • Online • PRX station audit, IMA • Changing audiences • African-American Consortium, Latino Consortium, Native Public Media

  16. Views from the front lines

  17. What are two or three important changes that your station or organization can make, right now, that would lead to wider use and deeper value for your audience? • Think over the long-term, five years or more. If you could change one thing, at your own organization or elsewhere, to grow the audience for public radio, what would that be?

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

  19. grow the audiencefor public radio toward a strategy for greater use and deeper value

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