Summer Try-outs For Public Radio

I think it is great that new program ideas are getting a chance on public radio.


I come to this season of try-outs for public radio with a big question. With such short try-out periods for NPR's Ted, Ask Me Another, Cabinet of Wonders, and PRI's Q from the CBC, how are the networks and stations measuring success. It takes months (years actually) for programs to gain real, measurable traction with the audience. That was the experience with A Prairie Home Companion, All Things Considered and Car Talk. Car Talk and APHC were local programs before they went national.

In the late 70's and early 80's there used to be debates at public radio conferences about how to measure the audience. Programmers would argue that a letter represented 10 listeners and callers would represent five. Or was it some other number? It doesn't matter. The letter writer and the caller represented two listeners. The caller and the letter writer represented themselves and nobody else. Getting a call or letter meant somebody was listening. It did not measure audience size or the popularity of the program among those willing to contribute voluntarily.

The same holds true for Public Media responses. The numbers can be a lot larger. Several thousand likes nationally for a program is impressive...as far as likes go. The only thing being measured is the propensity of an individual to click the like button. Social Media is a great way to listen and engage. It is super for customer (listener) service. It does measure the appeal of a program for larger audience segments (cohorts).

Some measuring can be done because of PPM technology in the top 50 or so markets over a short period of time. But, a lot more data over a longer period is needed to get any sort of a trend.

Focus groups and surveys can be used. Surveys on Social Media are self-selected samples. And, if you've ever tried to make a programming decision based on focus group results, you understand that it is not fool-proof method for programming decisions. Focus group results can help inform decisions but, not give the final answers.

I think this is a legitimate question. How are the networks and stations measuring success for these programs? I'm curious. To be clear, I think it is great that new programming is getting a chance on public radio. 


You know what would really be great? A new public radio format aimed at a younger or, more diverse audience.