ERIC Number: ED394521
Record Type: Non-Journal
Publication Date: 1995-Oct
Reference Count: N/A
Radio's Changing Environment. Info. Packets No. 22.
The purpose of this report is to identify changes in the radio environment, especially those which affect public radio's ability to compete. In Boston and other markets around the country, most formats have subdivided into targeted niches. The effect has been to even out station shares, so that rather than trying to reach mass audiences, commercial stations are now striving for efficient composition in a defined target. In short, the strategies of commercial radio are becoming more like public radio. As measured by overall time spent listening (TSL), radio is still strong. Decreases in TSL for certain formats, such as Hispanic, country, adult contemporary, religion, album-oriented rock, and oldies has been explained as being the result of the splitting of formats and the more equal distribution of share points among more stations. Two commercial formats which have not lost TSL are of special interest to public radio--classical and jazz. In 1996, the oldest "Boomers" will turn 50, the leading edge of a cohort that includes most National Public Radio news listeners. Several of the new commercial formats are designed for the same demographic target. Evidence shows that in general, Boomers will have a growing appreciation for news and talk stations. Public radio programmers should note that full service is a dying format, smooth jazz is up and coming, and classical has not grown as the population has aged. Predictions of future trends include continued strong use of radio; finer targeting of niche formats; lower TSL per format; and further consolidation of commercial ownership. (Contains 7 graphs and 3 tables.) (AEF)
Descriptors: Audience Analysis, Change, Competition, Futures (of Society), Marketing, Programming (Broadcast), Radio, Trend Analysis
Corporation for Public Broadcasting, 901 E. Street, N.W., Washington, DC 20004-2037; e-mail: email@example.com (free).
Publication Type: Reports - Evaluative
Education Level: N/A
Authoring Institution: Corporation for Public Broadcasting, Washington, DC.