INSIDE “PUBLIC RADIO TECH SURVEY 8”

Fred Jacobs of Jacobs Media Strategies [link] has released the Executive Summary and presentation slides of Public Radio Tech Survey 8 (PRTS 8). The results were presented last month at the PRPD Content Conference in Phoenix. You can download the complete info at [link].

I find these reports fascinating because they are “snapshots in time” of the changing media environment specifically by public radio listeners. I’ve included portions of the Jacobs’ key findings below along with several slides from the presentation.

BTW – I don’t know if anyone says thank you to Fred Jacobs for his important work.  Public radio is better because Jacobs Media is involved. I know Fred totally gets “the public radio sensibility” and we in the biz are grateful for his insight.

My own observations come from a chart I created from the Jacobs data that compares results of PRTS 8 by format, plus a breakout of millennial-age respondents.  First, here is my comparison chart:

My observations about PRTS include:

• Radio listening is still robust by respondents in all categories, even by folks of millennial-age. People are still listening to radio, particularly in vehicles. Keep in mind that most respondents who participate in PRTS 8 are recruited from station lists.

• Podcast listening is most often determined by the age of the respondent and the particular type of content they like. Of the three formats in PRTS 8 (there was not a breakout of Jazz listeners), news listener podcast usage far exceeds Triple A and Classical music listeners. Take a look at yesterday’s post showing Podtrac’s top ten podcasts.  I don’t see a music-based podcast on the list.  Perhaps the cost of music rights are prohibitive for many podcast producers.

• Is there more information about millennial-age folks and their relatively low use of SiriusXM satellite radio? Are millennials who aren’t public radio listeners also avoiding SiriusXM?

• Question for Fred Jacobs: The millennial portion of in-tab respondents is around 8% but millennials make up a much larger percentage of the total population.  Is the relatively low proportion of millennials included in PRTS 8 too low to be reliable?

CHARTS FROM PRTS 8

 Jacobs Media Observation:

Across the entire sample, the mobile revolution kicks into an even higher gear. More than eight in ten (83%) respondents now own a smartphone; nearly two-thirds (64%) carry a tablet. Overall radio listening is up a tick. Nearly nine in ten (88%) listen to broadcast radio one hour a day or more often. In the new study survey, nearly one-fifth (18%) say they’re listening to more public radio in the past year, while only 7% indicate listening less.

Jacobs Media Observation:

The election is driving listening. Overall, one-fifth agree/agree strongly with the notion the Presidential race has led to an increase in public radio listening, especially fans of the News/Talk format, as well as Millennials. 


Jacobs Media Observation:

As is the case for all of broadcast radio, the car represents the top radio listening location, but “connected cars” provide options that are used often at broadcast radio’s expense.

Jacobs Media Observation:

In PRTS 8, 40% of respondents are News/Talk fans, while the composition of Triple A & Classical has increased.

Jacobs Media Observation:

Millennials are different. Gen Y public radio listeners are deep into podcasts, mobile phone usage, and social media connections. 
 More so than older generations, they are more likely to access news from digital sources rather than radio. They are also less likely to own a radio where they live. Millennials are most likely to interact with their favorite public radio station via podcasts and mobile apps. 


Jacobs Media Observation:

Public radio’s health is strong, but more and more consumption is moving to digital platforms. The core values are intact. For the total sample more than half say key drivers supporting public radio listenership include learning new things, credible and objective programming, a deeper news perspective, respect for the listener’s intelligence, and a balanced perspective.

This is my favorite slide of PRTS 8!

WILL LPFM STATIONS “EAT NPR NEWS STATIONS’ LUNCH?” • APM ZOOMS UP IN PODCAST RATINGS

Mike Henry

My friend and respected consultant Mike Henry opines in his most recent blog commentary [link] that “…the growth of Low Power FM (LPFM) stations…should serve as yet another wake-up call for local NPR News radio stations.”

Henry cites a New York Times article from last Friday (10/14) that spotlighted the growth of Low Power FM (LPFM) stations [link]. Henry’s conclusion is:

The Times’ hypothesis is that, along with being the sole outlet for ethnic and community groups, LPFM stations are quickly finding ground and a path as a true hyper-local news outlet in the vacuum being created by NPR News stations that do not cover the local ground.

While there is merit in Henry’s op-ed, he is missing the big picture.  LPFM stations and NPR News stations exist in two different worlds.

ARE NPR NEWS STATIONS IGNORING LOCAL NEWS?

Henry focuses on a quote by Michael Lasar, co-founder of Radio Survivor [link] from the NYT article:

“There’s still a need for local news and information, which many public radio stations have abandoned,” he said. “There’s a lot of stations that just go on automatic pilot and play NPR and satellite downloads. That’s Low Power FM’s ace in the hole.”

Lasar is smart fellow who literally wrote the book about the history of Pacifica Radio but his work primarily covers NFCB-ish community radio, not NPR News Stations. I believe that Lasar and Henry’s notion that, as a group, NPR News stations are simply repeaters of nationally syndicated NPR content that have abandoned local news, is not true.

Yes, there are NPR News stations that do little more than repeat network programming but there are lots of stations that are doing much, much more. In fact, increased local and regional content by NPR News stations is one of public radio’s brightest new developments: Consider:

• Station-based talk and interview programs are increasing in number and quality. We’ve reported about On Second Thought, at WRAS, Atlanta [link]; Boston Public Radio at WGBH [link]; Essential Pittsburgh at WESA [link]; and Where We Live at Connecticut Public Radio [link]. These programs typically out-perform NPR News magazines and are sources of considerable pledging and underwriting revenue.

• CPB-sponsored Regional Journalism Centers (RJC) are creating new regional and local content. We have previously reported on RJCs such as the Fronteras Desk (based at KJZZ, Phoenix) covering border issues from San Antonio to San Diego [link]; the Texas Station Collaborative based at KERA and KUT [link]; and the New England News Collaborative based at WNPR [link].

• Many NPR News stations cover hyper-local news on their websites, via social media and podcasts.

• NPR ONE allows listeners to build there own menu of news whenever, wherever they chose including plenty of local news.

Mike Henry ends his op-ed with this thought:

“If LPFM stations can now eat your lunch, then your lunch deserves to be eaten. I relish the opportunity to help any broadcaster, mighty NPR News stations or nimble LPFM stations, serve their local audiences the way they deserve.”

Holy hyperbole Mike!

Yes, there are some LPFM stations doing a terrific job covering local communities and interest groups, but they aren’t the norm. The average NPR has an annual budget of around $2.5 million and I have seldom seen a LPFM station with an annual budget of more than $50,000.  NPR News stations and LPFM stations operate of two very different levels.

NONCOM PRODUCERS CONTINUE TO DOMINATE PODCAST METRICS

Podtrac [link] just released their September list of the top ten podcasts, ranked by the number of estimated Unique Monthly Audience. Seven of the ten are sponsored by noncommercial or nonprofit orgranizations. http://analytics.podtrac.com/

American Public Media is new on the top ten, likely powered by podcasts from Marketplace. This American Life had the biggest month-to-month decline perhaps because Serial is out of season. Below is our custom chart comparing Podtrac data from August and September.

WHEN RADIO FAILS TO PUT ITS BEST FOOT FORWARD • AN UNUSUAL NEW LPFM STATION

Last Friday 10/14 I tuned into C-SPAN 2 for the Hillsdale College/TALKERS Magazine Presidential Election Talk Radio Debate and it was truly embarrassing.  I am not talking about the content. It was the presentation that sucked. When radio fails at the basics (particularly on national television) it reflects poorly on all of us in the biz.

You can see it for yourself here: [link].

 

Hillsdale College, a small college located in rural Michigan near Battle Creek and TALKERS Magazine, the self-described Bible of Talk Radio, sponsored a panel in Washington, DC featuring several well-known commercial radio talk hosts. The stated purpose of the panel was to explore talk radio’s coverage of the 2016 Presidential election.

Michael Harrison

The panel was moderated by Michael Harrison, considered a knowledgeable, nonpartisan pro. Harrison is the publisher of TALKERS. Panelists were Thom Hartmann, Hugh Hewitt, Joyce Kaufman (WFTL, Ft. Lauderdale), Joe Madison (SiriusXM Urban View), Larry O’ Connor (WMAL) and Chris Stigall (WPHT). Other than Hartmann, a progressive/liberal who also has a growing presence on noncom stations, the panel consisted of personalities best known for their conservative and alt-right opinions.

My complaints have nothing to do with the points-of-view of the panelists.  It was the poor staging, inconsistent audio levels and rambling, often pointless discussion. At one point early in the session, one person on the panel – Joe Madison from SiriusXM – hijacked the proceedings to give a lengthy screed unrelated to the purpose of the session.

Harrison tried valiantly to get things back on track but within minutes it slid back into chatter. Part of the problem was that Harrison’s podium was behind the panelists and out of their line-of-sight. Also, Harrison’s podium was so short he had to awkwardly bend over to talk on his microphone.

Bottom line is that the session did not deliver what it promised. There was no actual “debate” or takeaways for the viewer or listener. I learned nothing.

The live event took place at Hillsdale’s Allan P. Kirby, Jr. Center for Constitutional Studies and Citizenship in Washington, DC, a fancy name for a space that reminded me of my grandma’s dining room. Hillsdale should realize that the poor acoustics, dreadful lighting and lack of a stage showed they are not ready for prime time.

Again, here is my point: Hyped events that fail to deliver hurt the image of radio at a time when excellence is needed.

INTRODUCING “RADIO FREE HILLSDALE”

I guess I did learn one thing: Hillsdale College now has a LPFM station: WRFH – Radio Free Hillsdale. The station is at 101.7 FM.

WRFH signed on July 10, 2016, and according to Hillsdale’s press office, students are “eagerly waiting” to be on the air along with …an automation system [that] selects songs from a “Patriotic Music” catalog...going all the way back to even the colonial era.

WRFH is part of Hillsdale’s journalism program that “…is devoted to the restoration of ethical, high-minded journalism standards. Hillsdale proudly boasts that even Fox News has employed some of their graduates.

The station has a one-page website [link], has no social media, does not publish a schedule and provides no streaming audio. But it does …give students an opportunity to learn and practice broadcast journalism…[and] deliver weather forecasts and sportscasts through the day.

According to the website, Hillsdale students at WRFH also will gain the ability to:

• Operate ENCO DAD broadcasting automation software.

• Access news stories and sound bites from The Associated Press.

• Broadcast play-by-play coverage of selected Hillsdale athletic teams or a sports talk show.

• Use Adobe Audition, the industry standard in audio-editing software.

• Produce promos for station programming and public service announcements.

• Promote the station within the community and online.

• Connect with great internships and jobs around the country.

In other words, WRFH is a perfect place to get started on a career in conservative talk radio.

Scot Bertram

WRFH recently hired a station manager from commercial talk radio, Scot Bertram, morning co-host at WROK-AM, the local Rush Limbaugh repeater in Rockford, Illinois. Bertram said on his Facebook page [link]:

“It took an amazing opportunity for me to even consider leaving Rockford. As many know, Hillsdale College is a special place with a mission of ‘Pursuing Truth and Defending Liberty Since 1844’.”

There may be trouble on the horizon for Bertram if he nixes one of Hillsdale’s sacred cows, patriotic music. He told local media in Rockford:

“I’ve spoken with people, and the first thing to do is get rid of the patriotic music. I know people are getting sick of it.”