When I recently posted the Nielsen Audio listening trends for
the five major noncommercial format groups [LINK] I noted that the three-month
trend was up for NPR News stations. The gains in listening are due, in part, to
Jarl Mohn, the relatively new NPR CEO.
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| JARL MOHN, NPR PRESIDENT & RADIO GURU • PRPC 2014 |
At the September 2014 Public Radio Programmers Conference (“PRPC”)
Jarl laid out a plan to grow the NPR News audience using inexpensive forward
promotion techniques. The key is to get
all of the stations to implement an aggressive schedule of tune in promos for
the next upcoming Morning Edition. The plan became known as SPARK.
SPARK is a
collaborative effort by NPR and the participating stations. The first results are in and they look
promising.
On Monday 4/20 Jody Evans, President of PRPD, released a station-by-station
analysis of the first six weeks – two books – and most stations had seen growth
in listening to ME. Here is the chart
courtesy of PRPD and RRC:
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