Marcia Alvar |
When
Marcia Alvar was the Executive Direction of the Public Radio Program Directors
association (PRPD) she said folks in the public radio biz should avoid overplaying
the fact that their audience was much smarter than the “average Joe.”
In other words, public
radio listeners tend to have higher levels of education than general
population, but there is no reason to get an attitude about it.
We
thought of her “smarty pants radio” comment when we read the latest post from
blogger/researcher/consultant Mark Ramsey [link].
Ramsey’s headline is Podcast Listeners are Too Smart. Ramsey's solution are podcasts that are tailored to more regular folks. In other
words, he says don’t be “smarty pants” podcasters.
To prove his point, Ramsey
provides a mash-up chart (on the right) comparing Edison Research’s podcast listener education
level with the general population.
Mark
Ramsey is the guy who urged us to start Spark News – we’ve been friends for
years.
However, Ramsey’s problem and solution are total bullshit.
It
is no surprise that podcast listeners have a much higher level of education because
the majority of them are public radio listeners.
According to Podtrac’s April
2018 rankings (see chart on the left), five of the top ten podcast publishers have ties to public radio.
NPR, WNYC Studios, PRX, The New York
Times and the This American Life
cluster – account for 67% of the chart’s total Unique Monthly Audience. For
these five podcast publishers, the educated audiences they reach are not a problem.
Ramsey
seems to pine for podcast content built
for broad audiences – in other words, podcasts with familiar topics that
will reach a mass audience. He sums up his theory this way:
The path to
larger audiences is a path to more regular folks.
The
truth is that podcasts are not a mass appeal platform, they are intended to reach
niche audiences. Paid advertising is now the top source of revenue for podcast
publishers. They are qualitative ad buys.
The top podcast publishers know this and cater to advertisers who want
to reach a specialized audience.
If
there is a problem, it lies within mainstream media companies. For example,
based on the same Podtrac chart, mass appeal iHeartMedia has a smaller Unique
Monthly Audience with 634 podcasts than This American Life has with three. NPR
has almost four times the Unique Monthly Audience than iHeart. So who is
under performing iHeart or NPR?
Mark Ramsey |
To
us, the worst part of Ramsey’s essay is the way he scolds podcasters for being out of touch with Mr. and Mrs. America:
Ramsey: [Podcasters are] so educated they
are out of step with the rest of America, or as I like to call them/us: Regular
people...average “mass” America.
Mark
Ramsey is an educated, smart fellow who does fine work but this time he
jumped the shark. I believe that is a mainstream phrase.
WAMU ANNOUNCES NEW
PROGRAM SCHEDULE
WAMU,
Washington DC announced on Tuesday (6/5) that as of June 25th there
will be quite a few changes in the stations program schedule. In a lengthy press release [link] WAMU said
the changes are designed to better
reflect a news-and-information format.
Regular Spark News redears may recall on May 17 [link] we noted WAMU’s recent
lagging performance in Nielsen Audio’s PPM ratings. We wrote, in part:
"It
appears that WAMU’s audience peaked around 2016 election (see the chart on the
left) and then began to slide.
"This
pattern is unique to WAMU. We haven't seen another NPR News/Talk station (in
the four-year trends) with a drop in estimated weekly listeners and a drop in
AQH share.
"Since just after the 2016 election both metrics have dropped for
WAMU."
We
know JJ Yore and company at WAMU are aware of these trends and changes to the
schedule reflect it.
On
the right is a chart that WANU provided that provides a summary of programs
that have been added or dropped.
WAMU
is important to producers and national program syndicators because it is the
only NPR-affiliated station in the nation’s capital.
Program clearance in DC is
sometimes a “make of break” factor.
We
can summarize WAMU’s changes in two short sentences: Music is out. More news,
information and talk programming is in. When the changes go into effect later
this month, there will be one (1) music program left on WAMU: APM’s Live From Here.
We
are pleased to see PRI’s Live Wire [link]
added to WAMU’s schedule. The show, hosted by Luke Burbank, is a fast-paced
variety show that includes stand up comedy, interviews, games and a bit of
music. Kudos to PRI for hanging with Live
Wire. It is a very entertaining program that fits well into a news/talk schedule.
Decent post. I was checking always this blog and I am inspired!
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