university station relationships partnership and public service arlen diamond, gm ksmu jackie nixon,...
TRANSCRIPT
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?”
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10
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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?”
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5
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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?”
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10
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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