Millennial Gateway for Public Radio

Two programs distributed by APM are being touted as hip and trendy for Millennials.

MPR now stands for millennial public radio

Concern within public radio is the aging of the audience and how the younger audience uses radio. The hope is shows like "Wits" and "The Dinner Party Download" will draw younger listeners to public radio. Both programs are distributed nationally. According to the article in the Minneapolis Star, the audience is still small for programs with national distribution. "The Dinner Party Download" draws 250,000 listeners on 130 stations. "Wits" has 131,500 listeners in 100 markets nationally. A Prairie Home Companion  (APHC) also distributed by APM, draws 4 million listeners on 679 stations. APHC's audierceis centered on the Boomers.

Listener measurements listed in the article are based on station based statistics. They do not include on-demand listening through hand held devices, web downloads and streaming. Millennials listen at their convenience...not at the station's. Still, when public radio was new we talked about All Things Considered and Morning Edition being the gateway for the rest of our programming. The concept of gateway programming worked then. It could work now.