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ERIC Number: ED264633
Record Type: Non-Journal
Publication Date: 1985-Jun
Pages: 19
Abstractor: N/A
Reference Count: N/A
Program Interests of NPR Subaudiences.
Woal, Michael
A study was conducted to assess the dimensions of a National Public Radio (NPR) audience's interests in programing, and how these interests define subaudience groups. Telephone surveys were conducted with 276 persons who were over 18 years of age and who usually listened to the local university operated NPR station at least one day per week. The results of a cluster analysis reflect the premise and programing strategy of NPR broadcasting: that NPR's mission is to serve a number of different minority tastes by offering block programing. For example, the subjects' local station plays blocks of classical music in the morning and early evening, bluegrass in the afternoon and jazz at night. Correspondingly, as the distinctive clusters suggest, an NPR audience is much more heterogeneous than that of a commercial outlet which continuously offers a specific format. The public radio schedule attracts an audience of subgroups whose allegiance to the station is partial, confined largely to interest in and support of a particular type of programing which is available only some of the time. In contrast to commercial radio listeners, NPR listeners' satisfaction with and loyalty to their stations are undercut, or at least discouraged, by the philosophy and tactics of public radio broadcasting. While this is no disparagement of NPR's unique alternative service, it is surely a factor in public radio's small audience shares and perennial difficulties in securing direct listener support. (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A