Stations that have invested in classical music have seen positive results. In all cases gains seem to have been made by public radio stations that devote the entire day to classical music. This is especially good news for WNYC and WGBH. Both stations worked out deals for frequencies...WQXR and WCRB...devoted to the format.
According to Radio World:
“The increase can likely be attributed to several factors: an increase in the number of stations programming the format; … a steady decline of Classical music stations in the commercial band, driving more audience to public Classical stations; and the inheritance of some audience that public News/Talk had lost,” Arbitron stated. The format’s gender composition also has become more male, up to 49% from 45% four years ago; and though still skewing older, its age composition got younger over a year, with the sub-55 audience growing from 29% to 32%. "
AQH shares of tow or three percent for classical music on commercial stations may not have been enough to be sustainable, but on listener supported stations it might be a great starting point.
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