It matters...
Why?
Maximizing reach is essential in a fractured marketplace. That fracturing is already having an effect of listening. The effects are far reaching according to NPR's Research. Statistics cited in a Washington Post article by Paul Farhi points to a decline in listener-ship among the audience that's under 55.
Perhaps more troubling are the broader demographic trends. NPR’s signal has gradually been fading among the young. Listening among “Morning Edition’s” audience, for example, has declined 20 percent among people under 55 in the past five years. Listening for “All Things Considered” has dropped about 25 percent among those in the 45-to-54 segment.
The implication is that the tent poles (Morning Edition and All Things Considered) continue to appeal the audience garnered in the 80's. That appeal is not so strong among audience segments 54 and younger.
What About Appeal?
Maybe Morning Edition and All Things considered, created by boomers to appeal to boomers is getting old like its audience. Another consideration is that the rush to create local programming to build content stations could call their own may be pulling down the tent poles. Is that content building audience or driving audience away? Local programming for the sake of being local is not valued by the public radio audience. If that were the case, all those podcasts being offered would be wildly successful. They're not. Local content has to match the expectations and values of public radio's audience no matter the platform. Radio works best when there is a consistency of appeal.
And what about midday programming in general? The appeal of national offerings has not been consistent with the appeal of the tent poles. It doesn't take much to convince a potential loyal listener to tune away. The problem is magnified by the thousands of offerings on newer platforms.
Don't Throw In The Towel
People are still using radio. According the Nielsen, 93% of Americans are tuning-in. News/Talk continues to be the top format. The top formats among listeners 25 to 54 are Top 40, Country, and Adult Contemporary. The key public radio is to find out where it's younger demographics are migrating. As Nielsen acknowledges, the audience is shifting to digital platforms.
In the meantime...
Tighten up your programming. Listen to the way you sound. Take a critical look at promotions.
Let them know you're still here. You're still listening and you're still engaging. Promote on the platforms they're using. Allow users to access what you're offering on their terms.
It matters when and how you post. I've been looking around for ideas on when I could make the most of my postings on Social Media. There are lots of ideas waiting for you. Some in public radio have hired experts to help with postings. Others don't have the resources to hire somebody dedicated to managing social media. The information on effective posting is out there and easy to use.
Fast Company has some interesting infographics they published in 2014. Among the advice given...
- POST ON FACEBOOK DURING THE AFTERNOON SLUMP
- SCHEDULE TWEETS FOR LUNCHTIME
- NO ONE IS CHECKING LINKEDIN ON A FRIDAY
Does 2014 seem dated? There are others offering information about best practices for posting. Hubspot offers posting advice on their site. For instance:
- The best time to post on Linkedin is Tuesday through Thursday during working hours.
- The best time to post on Instagram is anytime Monday through Thursday except between 3:00pm and 4:00pm.
I still think what we offer matters. The ground is shifting below our feet, but the sky is not falling. I remember the stickers that used to be on the windows in the control oft the first public radio station I worked for. It said...
Think Audience!
Fast Company has some interesting infographics they published in 2014. Among the advice given...
