Friday, October 9, 2015

TREND TO WATCH: NPR NEWS MAGAZINES ARE LOSING LISTENERS

According to new research presented at the New/Talk Stations meeting at last week’s PRPD conference, Morning Edition and ATC have lost listeners and listening in the past four years. The losses are greater than all radio listening, which is declining 1% - 2% per year.

[Charts courtesy of Jeff Hansen, News/Talk group coordinator. Research was done by NPR, RRC, Walrus Research and National Audigraphics.}

And the average age of a NPR Newsmagazine listener keeps getting older: Morning Edition is around 55 and ATC is 56.


People under age 55 are listening to less to radio.  So, people over age 55 make up a larger portion of radio listening. However, NPR News listeners are aging, proportionally, faster than listeners to all radio:

 The best news for NPR News stations at the PRPD is that core listening (sometimes called P-1) remains strong.


Here is a vital trend to watch: listening by College Graduates. They are using somewhat less radio in the average week:


We end with is a terrific summary slide from Jeff Hansen. I heard that Jeff is retiring from KUOW and might even move to France!  Jeff is one of best program directors I’ve ever worked with.  He has made major contributions to the growth of public radio.

Here are takeaways from the New/Talk station meeting:



Thursday, October 8, 2015

MIXED RESULTS FOR NPR MORNING EDITION INITIATIVE:


At the Public Radio Content Conference (PRCC) last week in Pittsburgh, NPR President Jarl Mohn presented an overview of the Spark 1 initiative. The goal was to boost Morning Edition listening. The results are mixed.

[Note: NPR’s Spark initiative is not related to this blog. Same name, different thing.]

NPR asked stations that carry Morning Edition in rated markets to implement an aggressive schedule of promo spots to spark listeners to tune in to the next program. NPR promised a prize: The station that had the most creative promos would get Morning Edition free for a year. Such a freebie would be worth tens of thousands of dollars to the winning station.

165 stations signed up, 56 in PPM markets and 109 in Diary Markets. The changes in listening were determined by comparing Nielsen Audio PPM data from June 2015 with June 2014.  In Diary Markets the comparison was between Spring 2015 and Spring 2014.

SCROLL DOWN TO SEE THE WINNER

The results: Listening to Morning Edition grew by 2% on participating stations.  Listening to Morning Edition went down by 14% on stations that did not participate.  Here is the chart with the topline results:



THERE IS BIG DIFFERENCE IN RESULTS FROM PPM & DIARY MARKETS

The first thing I noticed on the chart is the difference in Morning Edition’s performance in PPM and Diary markets. Morning Edition was up on participating PPM stations but was down on participating Diary stations.  But, Morning Edition was up over 4% on nonparticipating Diary market stations.

Why?

PPM and Diary use different methodologies but they both measure the same thing: hearing/listening to radio. As Nielsen Audio says frequently in its reports, these are estimates. To me, the problem is the choice of metrics for Spark 1.

As I understand it, NPR is comparing average-quarter-hour (AQH) listeners.  I think AQH is the wrong metric. The better choice is weekly cumulative listeners.  Cume shows total listeners regardless of what proportion of the sample is listening to radio.

NPR is now ramping up Spark 2 to boost ATC listening.

AND THE WINNER IS… WWNO, NEW ORLEANS

Keep in mind that this was contest about creativity, not measurable results.

WWNO won for a Morning Edition promo called Smart Baby. The promo featured a baby who could only be comforted by the host’s voice. A panel of judges who are marketing execs from outside of public media reportedly unanimously chose the entry from WWNO.

PAUL MAASSEN

  
 “We were as surprised as anyone,” said Paul Maassen, WWNO’s g.m. “Financially, it’s a nice shot in the arm, but it’s also a nice affirmation of the work we’re doing.”






WWNO said they don’t know if the promos affected listening to Morning Edition.
Maassen said he plans to funnel the year of savings into WWNO’s growing news division. The station launched its newsroom in 2012 and has since been building up its news infrastructure. “This couldn’t come at a better time for us,” Maassen said. “Growing your news side is not cheap, and this will help keep that momentum going.”

Wednesday, October 7, 2015

THE NEW KUSP FACES VERY LITTLE COMPETITION


Yesterday we reported that KUSP-FM, Santa Cruz is switching formats to 24/7 Triple A/Progressive Rock in November. Critics of the new Triple A format argue that there is plenty of similar music already on radio in the market.  Our analysis finds that this is not true.

First the basics of the Monterey-Salinas-Santa Cruz market:

Nielsen Audio Market Rank: #84
12+ Population: 592,300
Hispanic Share of Population: 44%
Median Home Cost: $645,000 (US average: $167,000)
Percentage of Persons With a College Degree: 31% (US average: 27%)

STATIONS WITH ANY SIMILARITY TO THE NEW KUSP

KPIG-FM [link





Format: Americana and Classic Rock
Type of Station: Commercial
Most Recent Nielsen Audio Ratings: Not Available











KPIG is a one-of-kind commercial station that combines alternative country, old hippie tunes and Americana into a musical stew that no doubt has many long-time listeners.  They have a distinct brand – all things pig – that they celebrate every day.

Discussion on KPIG’s social media pages indicates that the station is relying on more and more voice tracking.  Listeners are complaining about this development.

Playlist Sample:


How much of a competitive factor for KUSP?

Some. KPIG will provide a bit of competition for the new KUSP. But it is known factor. Without seeing KPIG’s ratings it is hard to tell much about their listeners. Chances are they serve lots of older hippies who have listened to them for years.  I expect they will share some listening with KUSP.

KRML AM/FM [link




Format: Classic Rock
Type of Station: Commercial
Most Recent Nielsen Audio Ratings: Not Available









KRML’s greatest claim to fame is that it was the location for Clint Eastwood’s directorial debut Play Misty For Me, in 1971. [This film still creeps me out…]

In 2012 KRML dropped its jazz format and began playing a home brew of older AOR hits and occasional lounge acts who are appearing at local bars (seriously)!  KRML bills itself as “the station for locals.”

Playlist Sample:

The Stray Cats - Stray Cat Strut
CALEXICO – Two Silver Trees
Dawes - Things Happen
Wall of Voodoo - Mexican Radio
Jimi Hendrix - Voodoo Child (Slight Return)

How much of a competitive factor for KUSP?

Not much.  KRML has no ratings footprint but it is hard to imagine that a substantial number of people tune it in. This is hand-to-mouth commercial radio where the station staff likely eats meals made possible by advertising trade outs. KRML-FM only covers about half of the market.

KZSC-FM [link]




Format: Student Favorites
Type of Station: Noncommercial
Most Recent Nielsen Audio Ratings: Not Available





Here is how KZSC describes itself:

The station’s responsibility to the UC Regents is to serve as a training ground for UC Santa Cruz students wishing to pursue a professional career or a vocational activity in the broadcast industry. The station is also obligated by the FCC to operate as a public service to Santa Cruz, San Benito, and Monterey county audiences, offering programming in “the public interest.”

How much of a competitive factor for KUSP?

None.

KKUP-FM [link]

 Format: Eclectic Music & Advocacy Talk Shows
Type of Station: Noncommercial
Most Recent Nielsen Audio Ratings: Not Available

Here is how KKUP describes itself:

KKUP FM is a non-commercial radio station broadcasting at 91.5 MHz. Staffed completely by volunteers and supported 100% by our listeners, we have provided an alternate source for music and information not readily available on other stations for nearly 40 years.

How much of a competitive factor for KUSP?

None. KKUP is literally a different radio station every hour.

Tuesday, October 6, 2015

THIS IS THE LAST CHANCE FOR KUSP, SANTA CRUZ


On September 3rd, 2015 the Board that controls KUSP hired Public Media Company (PMC) to assess the dire situation at the station and make recommendations for the future.  The results of the assessment were released in a stark report by PMC on September 25th. PMC’s conclusion is: Get real or go out of business.

Over my years in the biz I have read many station assessments and even written a few myself.  The PMC document has clearest and most actionable plan I have ever seen.  I urge folks involved in public media to download and read the entire PMC report, which is available at the KUSP website [link]. 

PMC’s recommendations include:

• Drop the current schedule of NPR News and Pacifica programs and change the programming to 24/7 professional Triple A [aka Progressive Rock] music by November.

• Bring in Lee Farraro to be interim manager and let him run the place unhindered by local idealogical flack. [Farraro in now on the job at KUSP, replacing Terry Green.]

• Make immediate reductions in paid staff and develop a plan to pay off KUSP’s deep debts.

• Raise $350,000 before the end of 2015 to keep the lights on while the Triple A format establishes itself.

• If the above can NOT be accomplished in the next few months, sell the license.

THE CURRENT SITUATION IS WORSE THAN WAS PREVIOUSLY KNOWN

According to the PMC report KUSP’s debts are now over $860,000 and continue to grow every day.  KUSP has run out of money [quoting from the report]:

KUSP is financially broke. As of September 28, 2015, the unrestricted cash was zero. This is despite two substantial donations in the last fiscal year that totaled over $250,000.

To pay off the station’s debts, KUSP needs to raise $1.1 million over the next three years, including $350,000 as soon as possible.

PMC says KUSP should act immediately and not rehash past turf wars. The report cautions:

At this point, the history of the Station’s financial crises is not relevant. It is a fact that must be dealt with.
The grownups have arrived.

ENTER LEE FARRARO

 
LEE FARRARO
The KUSP Board acted immediately by hiring Lee Farraro as interim manager and program director.  Ferraro is a wise choice because he faced a somewhat similar situation at WYEP, Pittsburgh. He re-invented the station.  Today WYEP broadcasts from a world-class facility and is a success by any metric.


KUSP and WYEP both began as “apple seeds” of Lorenzo Milam. KUSP signed on in 1972 and WYEP began in 1974.  Like KUSP, WYEP had a dysfunctional governance system. It aired a hodge-podge of advocacy programs plus music only Milam could love: harps, kazoos and Tibetan Bells. They didn’t make it – WYEP went off the air in 1985 because they couldn’t pay the bills.

Ferraro convinced local foundations and WYEP’s creditors that he could revive WYEP by focusing on serving a sustainable mass of listeners with broader-appeal programs. It worked.

During a 1994 capital campaign Farraro described WYEP's transition this way:

“The old model failed. In the mid-‘80s…we moved from serving the individual disc jockey’s interests to serving the broader community. Our numbers skyrocketed – listeners, volunteers, contributors, corporate partners. Our focus became serving the broader community.”

This is exactly what KUSP needs now.

PUTTING THE PLAN IN MOTION

The PMC report urged immediate actions, some of which have already happened:

  Assess current on-air staff for potential music hosting and voice tracking.
  Purchase music scheduling software i.e. Music Master in use at many Triple-A stations. Train staff to use the software.
A music library donation has been secured by Lee Ferraro.
  Work out all the technical logistics of installing the music server and getting it to "talk" with KUSP’s ENCO automation system.
• Conduct a final news and information membership drive in October that appeals to listeners and encourages them to help pay programming costs to date and use airtime to preview the new Triple-A format. [This is not something I would recommend.]
I HOPE THE PLAN WORKS
This is what I hoped would happen at KUSP. I hope they have the time and money to make it happen. I began covering KUSP in May [link]. In that column I urged them to switch to 24/7 professional Triple A music. At the time, I put it this way:
Create KUSP 2.0: THE ROCK OF MONTEREY BAY.
To Lee and everyone at KUSP: Best wishes for success. Make all of us working in public media proud of your accomplishments!


Monday, October 5, 2015

AIR MEMBERS: WE LOVE PODCASTS




STORY UPDATE IN PROGRESS

One of public media’s most innovative organizations, the Association of Independents in Radio (AIR) is holding its annual open meeting today, Monday 10/5. The teleconference is for AIR members and those folks who are interested in learning more about AIR. [link








Executive Director Sue Schardt and her staff have distributed fascinating information about AIR’s members and their professional priorities. Bottom line: Podcasts are important now and will become an even bigger platform for audio freelancers.





SNAPSHOT OF AIR

AIR began in 1988 when CPB funding was discontinued for the Satellite Program Development Fund which had provided support to independent producers. Today there are 1,100 members.  This chart from AIR shows the growth in the number of members since 2008:

CHART SOURCE: AIR REPORT DATED 8/20/15

AIR’s member retention rate is currently 81%, meaning members find significant value in the services provided by the organization.
 

According to AIR’s 2015 survey, around 46% of members describe their professional work as “journalist.” “Sound artists,” “documentarian,” and “engineer/technician” together comprise 35% of members.




At today’s meeting, members will be asked to approve a $1.265 annual budget. This makes AIR one of public media’s largest organizations. The story of how this came to be is inspiring.

According to AIR’s most recent IRS filings for tax year 2013, only around 11% of AIR’s income came from memberships. AIR doesn’t hold an annual conference.  Most of the revenue for 2013 came from entrepreneurial initiatives such as Localore, Storytelling Intensive workshops, Coaching Fellowships and New Voices programs.
SUE SCHARDT

Per AIR's 2013 990, about half of AIR’s expenditures go to support staff, contractors and projects.  Though it is not listed as a line item in the 2013 tax filing, Executive Director Sue Schardt is paid around $120,000 plus benefits. This is very fair compensation.








THE IMPORTANCE OF PODCASTING FOR AIR MEMBERS

AIR’s survey asked members to describe their primary platform/outlet for their work. Podcasting was chosen by 28% of the respondents, way up from 8% in the previous year:


When members were asked what primary media skill they want to cultivate, 40% of the respondents said Podcasts. Video skills were mention by 17% of respondents: