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Source Broadcast: Arbitron Nationwide/Act 1, Persons 25+, NPR Stations and US Total Mon-Sun 6a-Midnight, Spring 2009 Source Online: Nielsen Online, May 2010. Population estimates are of “Active Users,” who are people who have used the Internet in a given time period.
NPR Reach – Broadcast & Online
73%
27%
NPR Stations reach 27% of College Educated 25+
49 Million Opportunity
College Education Less of a Factor Among Diverse Audiences
Percent College Education by Format
News, Talk & Info Stations 63%
Source: National Regional Database/Tapscan, Persons 12+ and P12+ College Educated, Fall 2009, Monday – Sunday 6a-Midnight; PPM Analysis Tool for Ethnicity percentages. *** Sample too small to measure
% Hold 4-Year College Degree
Source: Arbitron Data; AudiGraphics Spring data; major markets only. US Census and American Community Survey for US Median Age
Median Age Public Radio News Stations vs. US
(Major Market Stations)
Public Radio News Audience Aging
35 35 3637 37
46
46
4951
52
S pring '97 S pring '00 S pring '03 S pring '06 S pring '09
News
US Median
NPR’s New Products Reach Younger Audiences
Radio NPR.orgPodcast
On-DemandNPR News iPhone App
NPR iPad App
Median Age 56 47 33 38 42
Reach 27.1 million weekly listeners
3.5 million weekly unique users
(Nielsen)
4 million weekly downloads
240,000 weekly unique
users
300,000 downloads
since its release
Source: multiple internal and external survey sources
Today’s Media ParadigmAverage 9.4 sources for news/information weekly & 3.8 sources daily
80%
52%
47%
40%
32%
31%
74%
66%
41%
12%
24%
31%
18%
91%Internet/web
TV
Radio
A regular mobile phone
Social networking sites or tools
Print publications
A mobile device or “Smart Phone"
Daily use of media
Receive news/infofrom media daily
Daily Platform Use – Overall and for News/Information
Research Questions• Is there growth potential?
• Who could be part of our future audience?
• How do we grow the audience on all platforms while continuing to serve our core?
• What would attract diverse and younger news and information consumers?
MethodologyThis research was conducted in four key phases:
PHASE 1
PHASE 2
PHASE 3
PHASE 4
Executive and editorial team meetings at NPR to establish project goals
Conference calls with external stakeholders
n=3,710
n=2,010 national sample
n=1,355 market-specific sample across 13 key markets
n=345 core listeners from the NPR panel
Median completion time: 42 minutes
Moderated message boards include 3 days of discussion on the role of media, NPR, and NPR programming (including digital properties)
7 key target groups: NPR core listeners, “Lookalikes,” ethnically diverse target audiences, Conservative/Republican target audiences
In-home interviews with members of 3 key audience segments
Total of 13 interviews held over 4 days in San Francisco, Dallas, Atlanta, and Philadelphia
Kickoff meetings (November 2009)
Quantitative online survey (March/April 2010)
Online Message Board Forums (April/May 2010)
In-Home Ethnographic Interviews (June 2010)
Who Participated?Survey Screening Criteria
• Ages 18 to 64
• 50 – 50 Male / Female
• Either:
Casual or core NPR consumers
News/information consumers
Non-consumers of NPR open to public radio & interest in at least one NPR topical category
• If no 4-year college degree, place importance on community leadership, education, and/or lifelong learning
The big question
Is there growth potential?
Yes! And it represents a sizeable opportunity. Perhaps more than double existing audience (keeping consistent with our mission).
. . . But who are they?
AwarenessA significant opportunity exists to raise NPR’s profile
12%
18%
41%
13%
16%
Very familiar – NPR fan and/or loyallistener
Familiar – I listen to NPR, not a "fan"
Somewhat familiar –Not terribly familiarwith much of what they do
Know the name only – I’ve heard of NPRbut I haven’t listened or experienced it
Not at all familiar – I don’t know anything
Strong promotionalopportunity!
News/Information Consumers’ Familiarity with NPR
Our current and future audience
Who could our future audience be?
We have identified three categories of listeners
Each with distinct news and information habits and needs.
Team
CaptainsDutiful
Aggregators
Voracious
Voyagers
Our current and future audience
Team
CaptainsDutiful
Aggregators
Voracious
Voyagers
Motivation: Obligation to be
informed
“It’s importantimportant to learn about and understand the
world around me.”
39% = weekly NPR Listeners53% weekly any public radio
30% = weekly NPR Listeners44% weekly any public radio
27% = weekly NPR Listeners34% weekly any public radio
Motivation:Leadership
“I want to be informed so that I
can share share informationinformation with
others.”
Motivation: Curiosity
“I have a passion for passion for learninglearning and discovering.”
17
Segments: Deeper LookDutiful Aggregators
(19% of sample)Team Captains(21% of Sample)
Voracious Voyagers(21% of Sample)
• 45% Age 18-34
• 40% non-white
• Even political split
• Avid media consumers
• Overwhelmed - much to know and do
• 39% top news – local TV
• “Education is important to me”; “I don’t believe in absolutes”
• Opportunity: simplifying their chaotic media life
• 50% age 18-34
• 25% non-white
• Liberal and science-minded
• Prone to dive deep
• Technology, culture
• 54% top news – web portal
• Public radio evangelists
• “There are so many things I still have left to do in life”
• Opportunity: love depth; increase listening occasions
• 45% age 45-64
• 37% non-white
• 41% conservative
• Optimistic, self-confident, enthusiastic
• Strong opinions
• 52% top news – local TV
• “I believe there’s something out there that is bigger than all of us”; “Spending time with my family is important to me”
• Opportunity: balance and headlines
18
Segments: Deeper LookDutiful Aggregators
(19% of sample)Team Captains(21% of Sample)
Voracious Voyagers(21% of Sample)
• 45% Age 18-34
• 40% non-white
• Even political split
• Avid media consumers
• Overwhelmed - much to know and do
• 39% top news – local TV
• “Education is important to me”; “I don’t believe in absolutes”
• Opportunity: simplify chaotic media life
• 50% age 18-34
• 25% non-white
• Liberal and science-minded
• Prone to dive deep
• Technology, culture
• 54% top news – web portal
• Public radio evangelists
• “There are so many things I still have left to do in life”
• Opportunity: love depth; increase listening occasions
• 45% age 45-64
• 37% non-white
• 41% conservative
• Optimistic, self-confident, enthusiastic
• Strong opinions
• 52% top news – local TV
• “I believe there’s something out there that is bigger than all of us”; “Spending time with my family is important to me”
• Opportunity: balance and headlines
Team Captains•Business oriented
•Have enthusiasm for life
•Sense of optimism
•Seen as leaders
•Self-confident
“I’m leading my ideal life”
VALUE MOTTO: “Life is good!” and “cut to the chase”
Voracious Voyagers
“I’m curious about the world around me.”
VALUE MOTTO: “I want to experience that”, “Go hard or go home!”
Universal Life AttitudesBeyond media, the context of consumers’ life attitudes lend remarkable insight: even in today’s economy, audiences are optimistic about their lives.
69%
62%
60%
59%
58%
53%
50%
50%
49%
48%
Spending time with my family is important tome
It’s important to me to make time for fun
There’s something out there that’s bigger thanall of us
There are so many exciting things I still have leftto do in life
I have the freedom to choose who and what Iwant to be
Technology creates new possibilities
Helping others is important to me
Most Americans focus too much on pop cultureand celebrities and not enough on their own
I’m curious about the world around me
My personal and family life is more importantto me than a career
Top 10 News Audience Attitudes - % Strongly Agree
More questions answered
How do we grow the audience, while continuing to serve our core?
In two words…
Increased Accessibility
The Accessibility PrismGrowth Strategy: 3 Pillars of Accessibility
BrandDo they know about us? What do they know? Are we telling potential audiences that NPR is for them?
Content
Are we delivering what they’re looking for?
Physical
Can target listeners access us?
27
The Accessibility PrismCurrent Accessibility Limitations
Brand
ContentPhysical
We’re insightful and intelligent, NPR lacks energy, urgency, balance, and personal relevance. And we take ourselves too seriously at times.
More up-to-the-moment news, frequent updates, and local news. More fun/humor.
Our target audiences are busy; they can’t always fit long form radio into their day. They’d like to consume us online. Behavior isn’t matching intent.
Brand Accessibility
“I hesitated for years [to become] a regular listener. I believed that its programming outlook was very exclusive, highbrow and catered to Ivy League dispositions….. What I found at NPR was well spoken, intelligent and welcoming hosts who instantly made me feel that I was in the right place to learn. My opinion of exclusion, however, is
generally shared when I bring up NPR.”
– Current NPR Listener
“If a robot were a radio it would be NPR.”
-Male, age 35-44,White/Caucasian,
Lookalike
Accessibility
“NPR I feel is mostly foreducated adults from middle
class and up. That is my impression.”-Male, age 25-34, Hispanic/Latino,
Emerging Platform User
56%
51%
50%
50%
48%
46%
45%
45%
44%
42%
Politically-minded people
People who want to learn
Intelligent people
People who are well educated
Culturally-minded people
People in their 50s
Liberals
College graduates
People over 60
People in their 40s
Perception of Who NPR is For
Chart based to those familiar with NPR
“”
“”
Brand Accessibility
Based to those familiar with NPR
Top Positive Perceptions of NPR Top Negative Perceptions of NPR
Which Personalities Speak to Consumer Values?
28%
24%
23%
23%
22%
19%
19%
19%
18%
18%
Tina Fey
Ellen DeGeneres
Queen Latifah
Jon Stewart
Quentin Tarantino
Anderson Cooper
Taylor Swift
Conan O’Brien
Tyler Perry
Rachael Ray
Top 10 Most Relevant Personalities (% Saying “Completely for you”)
“Below are a number of different personalities you might know from TV, radio, print publications, and the web. Please indicate how much each of the following personalities is for you.”
The Messenger Does Matter
Top 10 Across EthnicitiesBlack/African
AmericanHispanic
White/Caucasian
Tyler P erry 61% 21% -Maya Angelou 52% - -Queen L atifah 49% 26% 18%J ennifer Huds on 46% - -S pike L ee 44% - -Tom J oyner 38% - -Quentin Tarantino 32% 31% 19%Anders on C ooper 32% - 17%G eorge L opez 32% 34% -Tina F ey - 32% 28%S hakira - 32% -E llen DeG eneres 31% 27% 23%J on S tewart - 25% 24%C onan O’B rien - 23% 18%Taylor S wift - 22% 20%R achael R ay - - 17%B rian Williams - - 16%
Top Personalities that are “Completely for You”, By Ethnicity
Favored News Personalities
Dutiful Aggregators Team Captains Voracious Voyagers
Which of the following personalities is for you? (of the news personalities)
Anderson Cooper 23%
Brian Williams 19%
Matt Lauer 17%
Soledad O’Brien 15%
Anderson Cooper 22%
Brian Williams 21%
Matt Lauer 20%
Soledad O’Brien 13%
Anderson Cooper 22%
Brian Williams 14%
Rachel Maddow 13%
Soledad O’Brien 12%
Brand Mass-tige – Not Prestige
Dutiful Aggregators Team Captains Voracious Voyagers
If NPR could reflect the qualities of any of these different names below, which would you chose for it to reflect?
Walmart 49%
Target 49%
Discovery 48%
Discovery 60%
Target 52%
Marriott 50%
Discovery 59%
Target 50%
Independent Booksellers 40%
Dutiful Aggregators Team CaptainsDutiful Aggregators
Content Accessibility
“This type of story could be interesting, but the reporter's voice and intonation is soooo affected, upper class, wasp, PhD student-like, it detracts
from the story. She speaks like she is writing a novel, too overly descriptive.”
– NPR Non-Listener
36
Conversational ToneA balance of humor with thoughtful, serious discussion
A program tone that introduces new information while remaining lively, energetic, & enthusiastic
51%
50%
48%
48%
46%
45%
44%
43%
40%
40%
64%
64%
58%
65%
58%
58%
57%
58%
62%
64%Ask good questions
Make you think
Educate you
Introduce you to new things that you wouldnot hear about otherwise
Have a good sense of humor
Make you laugh out loud
Share knowledge and expertise
Are good conversationalists
Are lively and energetic
Keep you entertained
NPR Listenters
NPR Non-listeners
Impact of Potential NPR Personality Traits (% More interested)
Breaking News
65%
55%
54%
52%
44%
39%
29%
27%
26%
26%
Breaking news
News from your city or town
Quick news updates or headlines
National news
News from around the world
Music
Stories about the human experience
Stories about interesting everydaypeople going through extraordinaryHumorous review of the latest news
and newsmakers
Puzzles, games and trivia
% “Very” Interested in Type of Media Programming and Coverage
Urgency without frenzy…
Content & Topic Interest
Dutiful Aggregators Team Captains Voracious Voyagers
Content InterestBreaking News 53%
News from your city 48%
Quick news updates 46%
Topic InterestCurrent events 41%
Entertainment 38%
Health and wellness 37%
Content InterestBreaking News 78%
National News 68%
News from your city 66%
Topic InterestTechnology/gadgets 57%
Current events 57%
Health and wellness 51%
Content InterestBreaking News 69%
Quick news updates 58%
National news 57%
Topic InterestCurrent events 53%
Technology/gadgets 48%
Science 45%
Dutiful Aggregators
Breadth of Perspective & Balance
35%
31%
23%
22%
20%
The American news media is biased
I turn to news outlets that report all sides of astory
I like to pick and choose the headlines I wantto learn more about, so I prefer to get my news
from the web or a mobile device
A radio station can have credible news evenwhen it also has talk programming that
expresses a clear point of view
A media outlet can have credible news evenwhen it also has talk programming that
expresses a clear point of view
Top 5 Strongly Agree Media Statements
47% of Team Captains strongly agree
“Hearing both sides of the story is very
important.”-Prospective Listener
“”
Physical Accessibility
“The only thing really holding me back is time in the day. I try very hard to get everything I need to get done completed and really don't have much time for anything else. I think NPR would be a good fit for me, but I have
too many other things to do to find time to listen.”
– NPR Non-Listener
One in four core listeners say that NPR is “difficult to fit into their day”.
Physical Accessibility
Internet Replaces TV News
61%
42%
23%
45%
56%
4%
7%
14%
4%
6%
6%
3%
1%
1%
29%18-34
35-49
50+
The internet/web TV A print publication The radio A mobile device
Primary News Source by Age
Tune-In / Visitation Intent by Platform (Q31)
21%
16%
40%
41%
25%
27%
14%
16%
On the radio
Online
On a mobile device
Definitely would turn to NPR regularly Probably would turn to NPR regularly
Probably would not turn to NPR regularly Definitely would not turn to NPR regularly
Tune-In Intent by PlatformConsumers already seek access through multiple
platforms Voracious Voyagers: “online” intent eclipses “radio” intent
“My commute is less than 5 minutes, which is less than the time of a lot of NPR news stories. I don't have a radio in my house, and I don't have internet on my
phone. I guess I've never thought to go to their website - maybe that is something I would do in the future.” – NPR Non-Listener
Physical Accessibility
51%
39%
25%
20%
20%
19%
15%
11%
11%
11%
7%
Yahoo! News
Google News
CNN.com
MSN News at MSN.com
ESPN.com
FoxNews.com
Pandora
NYTimes.com
IMDB
NPR.org
Top 10 Web Destinations
(% A few times/week or more)
Excludes Facebook /Twitter. 8% report that they visit NPR social networking pages daily, 4% report that they visit NPR.org daily.
A distribution outlet
45
The Diversity Question
What would attract diverse and younger news and information consumers?
Wait, Wait… Don’t Tell Me! could it be?
Yes! Awareness & Increase Accessibility
But remember…hearing yourself authentically on-the-air is critical.
Why Does This All Matter?
34%
34%
29%
29%
25%
24%
22%
22%
21%
19%
I’d rather go somewhere else for thelatest news updates
I’m just not familiar enough with NPRto have a reason to listen
I’d rather listen to a radio station thatplays more broadly appealing music
I prefer to listen to more lively andenergetic radio stations
I can get a well-educated point ofview through other sources
I don’t really know where to find NPRprogramming
NPR doesn’t offer the kind of music Ilike to listen to
It’s difficult to fit NPR into my day
I don’t like listening to news on theradio
NPR doesn’t seem relevant to mylifestyle
NPR Tune-In Hurdles (% Major Reason)
Based to NPR casuals and prospects
Don’t Go!
48
Recapping• Growth in audience requires growth in
awareness and familiarity• It also means communicating relevance
and executing on accessibility– Brand– Content– Physical/platform
• Gone are the days of single platform media – but a setback to TV and print news is an opportunity for radio
• Diversity is not a standalone initiative, it is a thread into all operational and promotional efforts
NPR Next Steps
Detailed findings to be shared across public radio community
• At conferences: PRPD, ERPM, WSPR• Webinars: PRPD, DEI, PRNDI • Online: NPR Member Station site• Timing: September – November
NPR Work Integration• Senior leadership and editorial leadership• Internal and external work teams • Action plans across news, digital media, programming,
communications and member & program services
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