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University Station Relationships
Partnership and Public Service
Arlen Diamond, GM KSMU
Jackie Nixon, Research Director, NPR
Kevin Klose, CEO & President, NPR
Dr. Deno Curris, AASCU
May 16, 2002
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Importance of University Licensees
414 stations 53% of all CPB Supported Stations 64% of NPR Member Stations 14.6 Million Weekly Listeners $93.3 Million Revenue and Support 17.4% of total Revenue from Universities
Sources: Arbitron Nationwide Fall 01, Persons 12+, 6a-Midnight; CPB Financial Summary FY1999
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About The Research
NPR commissioned:
International Communication Research Interviews with 1008 adults Representative of US Population NPR not identified as the sponsor
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“Do you believe a college or university is providing a public service to the community by operating or by being associated with a public radio station?”
0
10
20
30
40
50
60
70
80
90
Percent
Total Adults NPR Listeners
Yes
No
Don't Know
8 in every 10 US adults view the university or college as providing a public service to their community through their association with public radio
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“Many public radio stations are operated by or associated with a college or university. Thinking about this relationship, please tell me if you think it is an excellent, good, fair, or a poor fit with the educational mission of a university?”
0
5
10
15
20
25
30
35
40
45
Percent
Total Adults NPR Listeners
Excellent
Good
Fair
Poor
Don't Know
2 in every 3 US adults view public radio as an excellent or good fit with the educational mission of a college or university
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“Understanding that a college or university is associated with a public radio station, how would this change your impression of a college or university? Would it be more favorable, less favorable or make no difference?”
0
10
20
30
40
50
60
Percent
Total Adults NPR Listeners
More Favorable
Less Favorable
No Difference
Over one-third of all adults and more than half of NPR listeners have a more favorable impression of a university or college knowing it is associated with public radio.
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Who Listens? Well-educated baby boom audience Business decision makers Employed in managerial-professional
– Twice as likely to be employed in education Community active
– Influence policy Culturally savvy Hectic & full lifestyles
– Multiple media (heavy readers)– Travel
Source: MRI Research, Fall 2000
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Shared Values
Education Community service Quality Civil Discourse Idealism Respect for the individual Intellectual Curiosity