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 recommendations

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

Recent Listening Trend Is Flat

Last Wave of Growth Driven By News Format Stations

Streaming Still Fraction Of Broadcast

More Degrees After Your Name More Likely You Listen

Market Education Can Predict Public Radio’s Share

Potential Audience for Public Radio Increases Every Year

Asians, Blacks and Hispanics Younger College Graduates

Public Radio’s Share of Listening College Graduates

Audience Task Force 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

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

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

Use and value to changing communities

Opportunities of new platforms

Competitiveness in all we do

Marching orders Big, long-term goals Optimism Attitude Redefinition

Big, long-term goals

Optimism

Attitude

Redefinition

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

Broad goals for our service

Strategies for national and local

Results-oriented plan to move forward

Top prospects for impact

Key actors

Barriers

Resources

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

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

Views from the front lines

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?

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?

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

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

grow the audience for public radio toward a strategy for greater use and deeper value