grow the  audience   for public radio toward a strategy for greater use and deeper value
A fact-based agenda <ul><li>Major reports </li></ul><ul><li>Situation Analysis </li></ul><ul><li>Listening by Black and Hi...
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 <ul><li>Orlando Bagwell </li></ul><ul><ul><li>Ford Foundation </li></ul></ul><ul><li>Frank Cruz </li><...
Three imperatives for growth <ul><li>Use and value to changing communities </li></ul><ul><li>Opportunities of new platform...
Marching orders <ul><li>Big, long-term goals </li></ul><ul><li>Optimism </li></ul><ul><li>Attitude </li></ul><ul><li>Redef...
Where we’re going <ul><li>Broad goals for our service </li></ul><ul><li>Strategies for national and local </li></ul><ul><l...
Working Groups <ul><li>PRPD </li></ul><ul><ul><li>Competitiveness </li></ul></ul><ul><ul><li>Programming  </li></ul></ul><...
Views from the front lines
<ul><li>What are two or three important changes that your station or organization can make, right now, that would lead to ...
<ul><li>What larger projects or initiatives would you like to see to grow the audience? More effort on something already u...
grow the  audience   for public radio toward a strategy for greater use and deeper value
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Grow The Audience For Public Radio At Prpd Conference

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Grow The Audience For Public Radio At Prpd Conference

  1. 1. grow the audience for public radio toward a strategy for greater use and deeper value
  2. 2. A fact-based agenda <ul><li>Major reports </li></ul><ul><li>Situation Analysis </li></ul><ul><li>Listening by Black and Hispanic College Graduates </li></ul><ul><li>Best Performing News Stations </li></ul><ul><li>. . . . </li></ul><ul><li>Data updates </li></ul><ul><li>Use of streams and websites </li></ul><ul><li>Market-by-market analysis </li></ul><ul><li>Format performance </li></ul><ul><li>Larger patterns of media use </li></ul>Evaluate recommendations
  3. 3. Recent Listening Trend Is Flat
  4. 4. Last Wave of Growth Driven By News Format Stations
  5. 5. Streaming Still Fraction Of Broadcast
  6. 6. More Degrees After Your Name More Likely You Listen
  7. 7. Market Education Can Predict Public Radio’s Share
  8. 8. Potential Audience for Public Radio Increases Every Year
  9. 9. Asians, Blacks and Hispanics Younger College Graduates
  10. 10. Public Radio’s Share of Listening College Graduates
  11. 11. Audience Task Force <ul><li>Orlando Bagwell </li></ul><ul><ul><li>Ford Foundation </li></ul></ul><ul><li>Frank Cruz </li></ul><ul><ul><li>Cruz & Associates </li></ul></ul><ul><li>Dennis Haarsager </li></ul><ul><ul><li>NPR </li></ul></ul><ul><li>Jon McTaggart </li></ul><ul><ul><li>APM|MPR </li></ul></ul><ul><li>Alisa Miller </li></ul><ul><ul><li>PRI </li></ul></ul><ul><li>Donovan Reynolds </li></ul><ul><ul><li>Louisville Public Media </li></ul></ul><ul><li>Jake Shapiro </li></ul><ul><ul><li>PRX </li></ul></ul><ul><li>Andrea Taylor </li></ul><ul><ul><li>Microsoft </li></ul></ul><ul><li>Mark Vogelzang </li></ul><ul><ul><li>Vermont Public Radio </li></ul></ul><ul><li>Laura Walker </li></ul><ul><ul><li>WNYC </li></ul></ul><ul><li>Jo Anne Wallace </li></ul><ul><ul><li>KQED </li></ul></ul>
  12. 12. Three imperatives for growth <ul><li>Use and value to changing communities </li></ul><ul><li>Opportunities of new platforms </li></ul><ul><li>Competitiveness in all we do </li></ul>
  13. 13. Marching orders <ul><li>Big, long-term goals </li></ul><ul><li>Optimism </li></ul><ul><li>Attitude </li></ul><ul><li>Redefinition </li></ul>
  14. 14. Where we’re going <ul><li>Broad goals for our service </li></ul><ul><li>Strategies for national and local </li></ul><ul><li>Results-oriented plan to move forward </li></ul><ul><ul><li>Top prospects for impact </li></ul></ul><ul><ul><li>Key actors </li></ul></ul><ul><ul><li>Barriers </li></ul></ul><ul><ul><li>Resources </li></ul></ul>
  15. 15. Working Groups <ul><li>PRPD </li></ul><ul><ul><li>Competitiveness </li></ul></ul><ul><ul><li>Programming </li></ul></ul><ul><li>DEI </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Positioning </li></ul></ul><ul><li>Public Radio Capital </li></ul><ul><ul><li>Market strategy </li></ul></ul><ul><ul><li>Channel acquisition </li></ul></ul><ul><li>News </li></ul><ul><ul><li>Local News Initiative </li></ul></ul><ul><li>Classical </li></ul><ul><li>Marketing </li></ul><ul><li>Online </li></ul><ul><ul><li>PRX station audit, IMA </li></ul></ul><ul><li>Changing audiences </li></ul><ul><ul><li>African-American Consortium, Latino Consortium, Native Public Media </li></ul></ul>
  16. 16. Views from the front lines
  17. 17. <ul><li>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? </li></ul><ul><li>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? </li></ul>
  18. 18. <ul><li>What larger projects or initiatives would you like to see to grow the audience? More effort on something already underway? Something entirely new? </li></ul>
  19. 19. grow the audience for public radio toward a strategy for greater use and deeper value

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