The Listening Project 5.4.Qxp 6/30/2006 5:14 PM Page 1

The Listening Project 5.4.qxp 6/30/2006 5:14 PM Page 1

THE LISTENING PROJECT FIVE LISTENING TO THE COMMUNITY. LOOKING FOR WHAT MATTERS LP5 The Listening Project 5.4.qxp 6/30/2006 5:14 PM Page 2

“It is easier to keep talking once you know someone is

listening.”- A participant in the first community dialogue of The Listening Project 1

The comment above was voiced in the sum- ideastreamsm MISSION STATEMENT // ideastream is a multiple-media, public service mer of 2001, during the first of what would become an annual conversation where pub- organization with a mission to strengthen our communities by providing distinctive, lic broadcasting became the listener - the audience - as residents of Northeast Ohio thought-provoking programs and services that enlighten, inspire, educate and entertain. defined their needs and identified their community’s assets. This was the first Listening Based on careful and ongoing evaluation Project. The comment describes how public of community needs, ideastream creates, broadcasting can strengthen the resolve of acquires and delivers content that connects Northeast Ohio residents to improve their those who seek knowledge with those who communities and their own lives. have it. Creative, technical and financial resources are leveraged through partner- ideastream was formed in July 2001 when ships with organizations that share interests two successful Cleveland-based public in education and public service. broadcasting organizations – WVIZ, a PBS member station, and 90.3 WCPN, an NPR Since 2001, ideastream has attracted affiliate – merged to form a non-profit, multi- national attention as a new model for public ple-media, public service organization. service media. The services of ideastream are utilized by more than 2.8 million people ideastream includes WVIZ and WCPN, a month in Northeast Ohio. educational and public service cable chan- nels, broadband interactive video distance learning, the Internet and other interactive media. The organization is focused on a mission of strengthening the communities of Northeast Ohio. LP5 The Listening Project 5.4.qxp 6/30/2006 5:14 PM Page 3

THE LISTENING PROJECT Listening to the Community. Looking for What Matters. The Listening Project, an annual community survey conducted by Participants in the inaugural Listening Project spoke passionately ideastream, is a major research tool designed to identify “the things about how ideastream could help improve Northeast Ohio. One per- that matter most” to the residents of Northeast Ohio. The Listening son summed-up the crucial role of community-focused public Project helps ideastream develop new and augment existing broad- broadcasting by asking ideastream to “empower the community to cast and non-broadcast services that address community-identified develop and use its collective voice to bring about change.” needs and issues. It also allows ideastream to monitor the role and value of its services. Respondents proclaimed faith in local communities’ potential to improve and to become better places to live. They identified them- The first Listening Project was an unprecedented gaveling of selves as agents of change and ascribed the same status to some Northeast Ohio’s attention. ideastream convened town hall meet- public institutions, including ideastream. ings, broadcast forums and mail, telephone and Internet surveys. More than 7,000 people told ideastream - and talked to each other As one outcome of Listening Project 1, ideastream sought to more - about challenges that needed remediation and assets that were closely align its mission, strategies and tactics with Northeast Ohio deserving of celebration. community priorities. The organization released a summary of its strategic objectives in the form of a vision statement, providing guidance for the organization’s activities.

VISION 2005 // ideastream will be recognized as an indispensable

multiple media resource, connecting community through preeminent

programming and services that enrich, respond and relate to our lives.

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THE LISTENING PROJECT 5 BACKGROUND // In the continuation of As in each of the prior Listening Project studies, Listening Project 5 The Listening Project series Listening Project 5 conducted in the data has been gathered from a number of sources including: Random winter months of 2005-2006, set out to listen to the diverse voic- (general public) telephone surveys; mail surveys (of WVIZ/PBS and es of the community in order to reveal: 90.3 WCPN members); an Internet survey; community leader focus groups; and audience discussion groups (recruited from WVIZ and The public’s assessment of its community, WCPN audiences). its assets and challenges and its viability It has become the custom to focus each Listening Project report on as a place to live the telephone survey. In some parts of Listening Project 5, the tele- The public’s level of social involvement phone survey sample will be segmented by age, ethnicity, education, and community volunteerism and habits of viewing and/or listening use. Findings from the mail surveys and the Internet survey are provided when relevant for The public’s idea about the role public reinforcement or differentiation. media plays in the community

DEMOGRAPHICS OF LISTENING PROJECT 5 RANDOM WVIZ WCPN PARTICIPANTS // Almost 1,000 Northeast TELEPHONE WVIZ WCPN INTERNET DISCUSSION DISCUSSION Ohio residents participated in Listening LP5 SURVEY MEMBER MEMBER SAMPLE PANEL PANEL Project 5. Of the participants 450 were ran- domly selected and interviewed by phone; MALE 36 65 57 45 40 52 335 members responded to a mail survey; FEMALE 64 35 43 55 60 48 123 viewers and listeners completed an 18-34 12 1 8 23 6 6 Internet survey; and 75 viewers, listeners 34-49 22 10 24 29 38 47 and community leaders met at Idea Center, 50-64 33 29 37 41 56 41 headquarters of ideastream to talk about 65+ 33 60 31 7 0 6 public broadcasting and Northeast Ohio. HIGH SCHOOL 37 11 0 2 6 0 SOME COLLEGE 22 25 14 23 25 6 COLLEGE GRAD 25 29 32 22 19 59 POST GRAD 14 36 54 53 50 35

WHITE 79 90 89 90 80 76 BLACK 10 4 2 - 13 18 OTHER 9 6 9 10 7 6 ETHNICITY EDUCATION AGE GENDER

All numbers represented as percentages. Where column/categories do not total 100%, some participants did not offer data. PLEASE NOTE: Unless otherwise noted, all quotes featured as text highlights in this report were recorded during discussion groups conducted during the months of December 2005, and January and February 2006. LP5 Researcher: Judith M. LeRoy, Ph.D, TRAC Media Services, Inc. The Listening Project 5.4.qxp 6/30/2006 5:14 PM Page 5

100 50

LISTENING TO THE COMMUNITY 48 CONSISTENCY OVER THE YEARS // Since the inception of The Listening Project, many findings have been consistent. 80 46 45

Listening Project participants enjoy living in Participants believe they have power to Respondents have trust in their local public 41 Northeast Ohio. impact life in Northeast Ohio. broadcasting outlets. 60 Over three-quarters expect to More respondents say they They identify ideastream remain in the area for at least engaged in neighborhood as locally motivated and PERCENT 46 the next five years. projects in 2005 than in any consider this localness to 40 46

previous year. be a positive attribute that 38 The assets and challenges named by 34 helps citizens strengthen 30 respondents have remained relatively sta- Listening Project participants think partner- their communities. 20 ble. ships are important toward a goal of However rank prioritization strengthening communities. Listening Project participants have high esti- has changed since 2001. Participants think that prob- mates of ideastream’s potential to impact its 0 lems addressed through part- communities. LP1 LP3 LP5 LP2 LP4 nerships are more likely to be Frequent users and members solved. of WVIZ and WCPN gauge EXCELLENT GOOD potential impact even higher. COMMUNITY RANKED “GOOD” OR “EXCELLENT” Who says Northeast Ohio is an excellent or Respondents 50 years and older were More women rated communities In each year of The Listening good place to live? Through the years, this more positive; the under-35 year olds “Excellent” (38%) than men (27%). Project series, ideastream has remained rather stable. While the per- were less so (9% of those under 35 has asked respondents to centages noted here are those gathered in rated their communities “Excellent”, Those people who said they “Often evaluate their communities. late 2005 (for Listening Project 5), the gen- while 35% of those over 50 rated their View” or “Often Listen” to ideastream eralizations also hold for previous studies. communities “Excellent”). stations were more likely to rate their communities “Excellent” (39% for TV Respondents with college degrees were and 40% for radio) than the public at more likely to rate the communities large (34%). Respondents who finan- “Excellent” (40%) versus those with cially support ideastream stations were high-school-only educations (33%). most likely of all to declare communities “Excellent” - 44% for WVIZ/PBS Black respondents were less likely to members and 43% for 90.3 WCPN rate their communities “Excellent” members. (15%) than whites (36%). 3 The Listening Project 5.4.qxp 6/30/2006 5:14 PM Page 6

100 90 80

60 49 PERCENT 40

20 24 5 0 PUBLIC MEMBER

LP1 LP5

AWARENESS OF ideastream // In Listening Project 1, conducted in 2001, 5% of the public ideastream sample and 24% of the members were able to correctly identify ideastream and its mission. NAME/MISSION RECOGNITION That percentage rose to 49% of the public sample and 90% of the membership in Listening . Radio members and Internet survey respondents demonstrated highest recogni- In the five years from the initial Project 5 tion with 94% and 99% respectively. Listening Project to Listening Project 5, awareness of ideastream has Indirect data suggests that the creation of grown considerably. community awareness through the Listening Project increased positive perceptions about ideastream’s broadcast operations and of its community service.

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80 79 78 75 73 73

60 PERCENT 40

COMMUNITY ASSETS AND CHALLENGES LP 1 LP 3 LP 5 LP 2 LP 4 In each of the past five years, The Listening Project asked PLAN TO BE LIVING IN NORTH- respondents about the variables that influenced their EAST OHIO IN FIVE YEARS positive and negative evaluations of Northeast Ohio. Not only do most Listening Project participants evaluate It also investigated the factors that can influence their communities in positive terms, they plan to stay in decisions to leave or continue living in the area. them. Through the five Listening Projects, approximately three-quarters of the Respondents who plan to be living in respondents said they plan Northeast Ohio in five years reflect the to be living in the area demographic variables of those who rated it in five years. an “Excellent” or “Good” place to live. Young respondents were more likely to say they will leave. Well-established professionals indicate they will not. Respondents who support ideastream stations were most positive about remaining - 83% of the radio members and 93% of the television members plan to be here in five years.

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80 When examined demographically, perception of assets remains fairly consistent over the five years of 60 Listening Project studies.

58 Older people cited the “Weather/

PERCENT Environment/Seasons”; the middle- 40 43 aged liked “People/Families/Com- munity Values.” Younger people were likely to cite “Jobs/Cost of Living.” 20 17

14 There was very little difference in asset COMMUNITY ASSETS // What do Listening “The people are the best. Basic- 8 ally nice people - well, there are perception attributable to ethnicity, with 0 4 Project respondents find attractive about Northeast Ohio as a place to live? What jerks everywhere - but for the “People/Families/Community Values”

JOBS are the region’s assets? While the cate- most part these are the kind of named as the primary asset by whites,

CULTURE blacks, and other ethnicities.

LOCATION gories of appreciation have remained sim- people you like to have around RECREATION ilar through the years, they have changed you every day.” in priority ranking. College graduates named more posi-

PEOPLE/COMMUNITY “I think that we have tremendous tives overall, but they were especially

WEATHER/ENVIRONMENT likely to name “People/Family/Com- In Listening Project 1, “Culture” and assets physically, and we have “Weather/Environment/Seasons” were some tremendous assets in the munity Values,” “Culture,” and “Loc- the highest ranked assets. In later years, people who live here. ation” (ease of reaching amenities). LISTENING PROJECT 5: “People/ Family/ Community Values” (e.g. Those with only high school degrees “my family lives in the area” and “I like The ranking of “Community Assets” in were considerably less enthusiastic COMMUNITY ASSETS the people I meet everyday”) increased Listening Project 5 is very similar to about the physical amenities of Northeast Ohio. (More than one choice allowed) substantially. Listening Project 5 discus- Listening Project 3 and Listening Project 4. This graph illustrates the rank- sion group comments include the follow- “People/Family/Community Values” and ing of “Community Assets” for ing reflections on community assets. “Weather/Environment/Seasons” are the Listening Project 5. two most frequently cited community assets.

“We have a strong philanthropic spirit across the community. The volunteerism that we have coming from the business community and the general public is extremely strong... Good people live here.” LP5 The Listening Project 5.4.qxp 6/30/2006 5:14 PM Page 9

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COMMUNITY CHALLENGES // All respondents agree that Northeast Ohio has challenges. Throughout the years, The Listening Project has 80 attempted to identify and rank the challenges, as defined by survey

respondents and discussion group participants. In Listening Project 73 1, “Education” and “Local Economy” were the primary challenges - rated almost equally that year. Since that time, “Economy” has dis- 60 placed all other concerns, growing gradually through the years. Demographic differences influence some perceptions of community challenges. PERCENT In Listening Project 5 discussion groups, par- 40 ticipants note a relationship between the There were no significant differences “Economy” and “Education;” and many say in terms of gender. that persistent, unique, and unfortunate disparities among different communities in While college graduates said that the 20 Northeast Ohio fuel both challenges. “Economy” was the overriding problem, 19 12 12

they continued to rate “Education” as 10 “The economy is our biggest a problem at an increased level over 0 problem. It’s a reflection of the other segments of the samples. extreme regionalism and separate- POLITICS

ness of different communities: Year in and year out, black respon- ECONOMY dents found “Crime/Drugs” a bigger EDUCATION

The ‘haves and have-nots.’ But CRIME/DRUGS behind it all, is education. You problem category than other ethnici- URBAN SPRAWL won’t have a good economy with ties. Whites have been more likely to a 12% graduation rate in the city.” declare the “Economy” a problem than LISTENING PROJECT 5: blacks respondents In Listening Project 3, 46% of the respon- COMMUNITY CHALLENGES dents said the “Local Economy” was the Participants under the age of 50 have (More than one choice allowed) number one problem, and in Listening been more likely to find the “Economy” Project 4, 64%. In Listening Project 5, it was a problem than those over 65. This graph illustrates the 73%. The primary sub-category in “Eco- ranking of “Community nomy” is “Employment/Jobs” at 55%. Des- Respondents 35 years of age and Challenges” for Listening pite reports indicating positive economic under were more likely to describe Project 5. trends for the U.S. economy, Listening “Crime/Drugs” as problems. Project 5 participants were less than enthusiastic. Frequent listeners of WCPN were more likely to see “Politics” and “Economy” “How can we say the local econo- as problems than non-listeners, fre- my has improved when we know quent viewers of WVIZ, or the general we have such huge differences populace. between different populations and in different areas? There has to be some parity.”

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PERCEPTIONS OF PERSONAL IMPACT Do people believe their choices or actions can have an impact on their communities? Despite some decline in the public’s self confidence, The Listening Project 5 respondents maintain a strong belief that they have “Large” or “Moderate” potential impact to “make their community a better place.”

In Listening Project 5, 27% of the respondents said they could While women were more likely to say they had “Moderate” or have a “Large Impact” and 42% said they could have a “Moderate “Large” amounts of personal impact, men were more likely to say Impact.” they had a “Large” amount of impact than women, and the black male respondents led all other demographics. “I came today because I am a high adventurer. This was exciting to me. Secondly, to activate my courage … we are Black Males: 37% said Large Impact not inadequate. We are more powerful than we can imagine. White Males: 28% said Large Impact I came to activate my power.” White Females: 26% said Large Impact Through the five years of the Listening Project, the youngest and old- Black Females: 22% said Large Impact est participants in the sample see themselves with less community impact. Frequent public radio users and members, regardless of age or ethnicity, also felt they had more potential impact than other respon- Middle-aged female respondents with college degrees have been dent groups: 75% of the radio members said they had Moderate/ likely to perceive themselves as having “Moderate” or “Large” Large potential impact compared to 69% of the general population. impact to influence their communities.

Women: 73% said Moderate/Large Impact Men: 62% said Moderate/Large Impact LP5 The Listening Project 5.4.qxp 6/30/2006 5:14 PM Page 11

SOME SUB-GROUP DISTINCTIONS ARE NOTEWORTHY 100 Through The Listening Project series, Black participants have been signifi- cantly more likely to report working on 80 neighborhood improvement projects. Middle-aged, well-educated respondents were more likely to say they 60 helped out in neighborhood improvement projects; and “Often Listen” public COMMUNITY PARTICIPATION IN CIVIC ACTIVITIES // Did many respondents participate in neigh-

radio listeners were reported to be PERCENT

borhood improvement projects? More peo- 40 43 High perceptions of impact require reinforce- more active (52%) in neighborhood proj- ment from community-benefiting actions to ple involved in Listening Project 5 reported ects than respondents in any other cat- 36 achieve positive outcomes. working on neighborhood fix-up projects 34 34 (43%) than they did in Listening Project 1 egory. 29 20 Throughout the Listening Project series, (29%). More than two-thirds of the people People saying they participate in neigh- respondents’ levels of community participa- who worked on a neighborhood project also borhood improvement projects are tion were investigated. Listening Project 5 belonged to civic clubs. more likely to perceive themselves hav- respondents were asked whether they 0 ing “Large Personal Impact” on their LP 1

belonged to civic clubs that directly benefit- LP 3 LP 5 LP 2 communities. For example, 75% of the LP 4 ed the community. “You could create “Often Listen” public radio listeners who work on a fix-up project see them- In Listening Project 5, 51% of the public such tremendous selves as having a “Large Impact” on sample indicated they belonged to a club their communities. that had a purpose to benefit their commu- momentum... with PARTICIPATION IN nity. As in previous studies, people who Not everyone is inclined to be a com- NEIGHBORHOOD “Often Listen” to 90.3 WCPN and those who a focused agenda... munity activist. But “Often View” WVIZ/PBS were more likely to Listening Project IMPROVEMENT PROJECTS you could bring data gathered for indicate involvement in civic clubs (63% and Listening Project 1 The rising level of neighbor- through shows that respondents who 57% respectively). Well-educated, middle- 5 hood activity is impressive together a whole are civic-minded and/or committed to aged persons appeared to be more active in and significant. Solid and sta- neighborhood improvement activities civic organizations than the less well-educat- ble perceptions of community bunch of different appear also more likely to use public ed, younger respondents or the very elderly. impact in the LP5 surveys broadcasting. They are also more people to work inclined to see themselves as having a and a growing optimism In each edition of the Listening Project, par- “Large Impact” on their communities. about Northeast Ohio in the ticipants were asked whether they actively together for community leader and audi- worked with others in their neighborhoods to People who perceive they have impact ence groups in LP4 and LP5 improve their communities. change.” are, by definition, powerful. In Listening may help explain this phenom- Project research, these people have enon of growth in neighbor- challenged ideastream and other insti- hood benefiting activities. tutions to devise and test effective strategies to communicate with and to mobilize the populace for the greater social good of Northeast Ohio 9 The Listening Project 5.4.qxp 6/30/2006 5:14 PM Page 12

THE INFLUENCE OF MEDIA Frequent users of ideastream public broadcasting service rank it highly as a primary source of news and information. Among WVIZ/PBS “Often” viewers, 38% report using it as a primary source of information about local assets/problems. Approximately the same percentage of public radio “Often” listeners report using 90.3 WCPN for this purpose.

From Listening Project 5 surveys and group The Listening Project 5 Community Leader Respondents expressed the hope that peo- discussions, there appear to be trends and WVIZ and WCPN user group participants ple in their communities (aided by informa- “It’s getting better, towards optimism despite the perceived pre- saw faint but growing signs that the issues tion sources, positive models, leadership, quietly. The down- dominance of the challenges. making regional economy and education and increased community activism) will such great local challenges may eventually begin to understand the consequences of town area’s popula- “There’s a lot happening here that be sorted out. area regionalism and racial divides and that isn’t necessarily being broadcast. this understanding may eventually help tion is growing. It is subtle and quiet. People are “What ideastream can do is highlight them meet the challenges in both areas of moving to the city. Entertainment what is already being done. The more “Economy” and “Education.” The progress is districts are developing. People we see somebody else doing some- are talking about issues. These thing, the more inclined we are to “Media needs to reach out to people… things are quietly percolating.” slow and it’s go and do it ourselves. There are a lot people want to get involved, they of good things going on and a lot of sometimes just don’t know how. rather hush-hush. good things that can happen, and a I think that people have impact if lot of hope. To think there is no hope they have a cohesive vision about But it’s happening.” in a city that is vibrant is ridiculous.” priorities and some idea about what the options for handling them are.” ~LISTENING PROJECT PARTICIPANT LP5 The Listening Project 5.4.qxp 6/30/2006 5:14 PM Page 13

Several respondents to Listening Project 5 commented on the inferiority complex pre- “Oh, you had to move here because of a dominant in Northeast Ohio, which many feel is obsolete and unproductive. job? ‘Sorry about that.’ That’s what you used to hear. I think the interesting point “We have nothing to feel inferior about. We may not be Boston or is that those of us who are implants or New York. We’re Cleveland and we all need to make the most imports think this place is fabulous, but of it.... It’s time to get over it!” a lot of folks who are native here tend Although Listening Project 5 participants don’t want to be shielded from the “bad to be the apologizers. What are you things” in their communities, they’d also like apologizing for?” positive information that might “help residents to realize that they, too, can have a positive effect on their neighborhoods.” The real challenge, Listening Project 5 participants said, is maintaining public confi- “…We have so many different cul- dence in institutional and public power to “We’ve got to get tures and ethnicities working together affect change in the face of seemingly insur- in so many different environments. mountable problems. Respondents agree people to a sense In restaurants, in businesses, every- that public broadcasting and other local where, you have people working institutions must recognize and accept their of outrage about together and enjoying it. These are potential impact and responsibility to help things that should be focused on. To the populace “make things better in our the things that can talk about things that separate us is communities.” good and helps educate us, but we be fixed. And then also need to talk about the things “I think that one of the roles that that bring us together….” public media can play is to help high- we have to give light things that are going well. There are programs, and there are business- them hope that es that are growing. There are blocks that are being renovated. I think if we they can be fixed.” could deliver hope to an audience that doesn’t have hope right now … ~LISTENING PROJECT PARTICIPANT it’s amazing what can happen.”

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60 PERCENT 40 ideastream’s IMPACT ON COMMUNITY IMPROVEMENT 30 41 30 28 37 28 41 28 26 40 26 20 25 48 Through the years, The Listening Project participants

0 were queried about the potential impact of ideastream’s LP 1 LP 3 LP 5 LP 2 LP 4 broadcast outlets in making their communities POTENTIAL IMPACT OF WVIZ This graph demonstrates respondents’ better places to live. perceptions of the impact of WVIZ/PBS on the community. LARGE IMPACT MODERATE IMPACT

100 ideastream COMMUNITY IMPACT // Over the years of the Listening Project, participants have main- tained positive perceptions of the potential impact of the ideastream stations. In an age of media fragmentation, new technology, highly publicized lapses of journalistic integrity and 80 an erosion of trust in traditional mass media news operations, the enduring, positive perception of ideastream is encouraging.

75 POTENTIAL IMPACT OF WVIZ (Listening Project 5 "Moderate" 60 65 In each year of the Listening Project, while both users and non-users evaluated WVIZ’s and and "Large" Combined) WCPN’s potential for positive impact favorably, the stations received the highest evaluations Through the years it has become evident that from those who use them the most.

PERCENT perceived impact of WVIZ is remarkably high

40 44 even among those with limited use habits. In Seventy-five percent of the respondents who report viewing “Often” said WVIZ has Listening Project 5, 65% of the “Occasional” “Moderate” or “Large” potential impact to improve the community, compared to 44% of viewers and 44% of the “non-viewers” said the non-viewers. 20 that WVIZ has “Moderate” or “Large” potential impact to benefit the community despite Eighty-three percent of the respondents who report listening “Often” said WCPN has their habits of relative non-use. “Moderate” or “Large” impact, compared to 50% of those who never listen. 0 OFTEN OCCASIONAL LP5 NON-VIEWER The Listening Project 5.4.qxp 6/30/2006 5:14 PM Page 15

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PERCEIVED VALUE OF ideastream STATIONS // Throughout the Listening Project series, respondents 80 who utilized WVIZ/PBS and 90.3 WCPN services were asked whether their listening and viewing experiences during the current year were just as valuable as the year prior. Over the

years, the results have been remarkably stable. WVIZ and WCPN enjoy very high levels of 60 perceived value.

The following illustrates the percentage of Listening Project 5 participants, describing their PERCENT 40 viewing and listening experiences as “More Valuable,” “Just as Valuable,” and “Not as Valuable” in 2005 as compared to the prior year. 29 31 29 20

WVIZ/PBS 90.3 WCPN 35 23 21 36 21 37 21 More Valuable 20% 22% 39 19 Just as Valuable 69% 65% Not as Valuable 7% 7% 0 LP 1 LP 3 LP 5 LP 2 Don’t know 4% 6% LP 4 POTENTIAL IMPACT OF WCPN The perceived impact of 90.3 WCPN on its community has been stable through the years.

LARGE IMPACT MODERATE IMPACT The relative stability of the positive perceptions of ideastream is shown on the bar graphs 100 on these pages and is reflected in a quote from a discussion group participant in Listening Project 5.

80 83 “One of the questions on your questionnaire was POTENTIAL IMPACT OF WCPN: Listening Project 5 "Moderate" 72 ‘Do you believe an individual can impact a com- 60 and "Large" Combined munity?’ I certainly believe that. And I believe Through the years it has become evident 50 that perceived impact of WCPN is remark- PERCENT public broadcasting can impact it too…. I like the 40 ably high even among those with limited idea that you can respond to public broadcasting use habits. In Listening Project 5, 72% of the “Occasional” listeners and 50% of - that your views and ideas are important. I think the “Non-listeners” said that WCPN has 20 “Moderate” or “Large” potential impact that that’s the thing you project more than any to benefit the community despite their habits of relative non-use. other station.” 0 OFTEN OCCASIONAL NON-VIEWER 13 The Listening Project 5.4.qxp 6/30/2006 5:14 PM Page 16

LOCAL PROGRAM GENRES THAT MAKE A DIFFERENCE Over the life of The Listening Project, respondents have been asked what their public broadcast stations could do to help them improve their communities. The Listening Project sought to learn which themes, topics and genres of programming would help strengthen the community. The following are the results in Listening Project 5.

100 LOCAL (TELEVISION) GENRES MOST LIKELY TO STRENGTHEN COMMUNITY 80 Listening Project 5 participants were asked to define the local programming genres they 60 thought would be most beneficial in strengthening the community. PERCENT 40 41 37 37 38 37 31 30 28 29 DO NOT VIEW OCCASIONALLY VIEW OFTEN VIEW 27

20 24 23 19 16 7 0 EVENTS NATURE PUBLIC AFFAIRS CULTURAL HISTORICAL LP5 The Listening Project 5.4.qxp 6/30/2006 5:14 PM Page 17

TELEVISION // “Often View” respondents, those with the highest degree of familiarity with WVIZ/PBS programming, endorsed “Culture,” “Historical Documentaries,” “News/Public Affairs,” and “Community Events,” in that order, as the local genres most likely to benefit the community. Respondents that “Occasionally View” chose the same program categories, although at lower percentages for all genres except “News/Public Affairs” and “Community Events.”

RADIO // Fifty-five percent of the “Often Listen” and 61% of the “Occasionally Listen” respondents endorsed a traditional public radio genre (Public Affairs) as having potential to strengthen the community. The genres endorsed by “Often” and “Occasional” viewers and listeners offer ideastream options to consider for development of future local content production for WVIZ and WCPN. The inherent differences between the media, the costs of production, and the accessibility of content, resources and talent are factors that, along with community needs and viewer and listener preferences, will shape future ideastream programming and production strategies.

100 LOCAL (RADIO) GENRES MOST LIKELY TO STRENGTHEN COMMUNITY 80 In radio, the findings followed the television pattern, despite the fact that some of the 60 genres were less familiar as local radio 61

content. 55 PERCENT 40 44 41

DO NOT LISTEN OCCASIONALLY LISTEN OFTEN LISTEN 29 29 29 26

20 25 18 17 16 16 11 9 0 EVENTS NATURE PUBLIC AFFAIRS CULTURAL HISTORICAL 15 The Listening Project 5.4.qxp 6/30/2006 5:14 PM Page 18

BENEFITS OF A COMMUNITY STRENGTHENING AGENDA Five years ago, when ideastream began a unique endeavor to examine and hone its media services, the people of Northeast Ohio responded enthusiastically.

People in suburbs, in the city … people in dif- Over the subsequent four years, ideastream We noted, and took to heart, the depth of ferent counties, different communities … returned to the public annually. We wanted their beliefs that we could help them people of different ages, ethnicities … peo- to know if things were changing; and we improve their communities. ple of different educational and income lev- wanted information about what was needed els … all told us the things they thought we to serve the public better. We were gratified “Many of us in this room today should know about Northeast Ohio and that our efforts were being noticed and wel- may not be able to directly move about the needs and pleasures of the people comed. some of the local issues. If idea- who reside here … “people like me.” stream helps us go into neighbor- People talked to us when we called them; hoods and engage folks so we can They also talked about us - ideastream. They they stamped and mailed back question- take a bite, chew, swallow, tell the story of that success and then move told us what ideastream, and public institu- naires we sent them, they visited our on and take another bite in another tions like us, could do to help them make Website to respond to Internet surveys. They neighborhood and tell that story ... Northeast Ohio a better place to live. responded to on-air invitations and came to well, we know the phrase, ‘think our studios to tell us how we could help. globally but act locally’ ... let’s do that same thing with ideastream.” “There are issues and topics right here in Cleveland that are not so far from solutions. Grab that story. Move that story. Help us bring it to a solution. Brag about that story and start to generate hope.” ~LISTENING PROJECT PARTICIPANT LP5 The Listening Project 5.4.qxp 6/30/2006 5:14 PM Page 19

Through the past five years, ideastream has As the broadcast media landscape changes, continued to examine its enhanced role as a “We’re showing ideastream’s focus will remain constant. community public servant. It has developed ideastream’s impact Commitment to local public service media confidence that public institutions, along that strengthens communities and connects with concerned citizens, can make commu- right here with what the members of the regional populace will nities better places in which to live. And the be an even more pressing requirement - and public has reinforced this confidence. we’re trying to compelling responsibility - in the new media accomplish right world. Northeast Ohio will continue to need “The reason I came here today is media agents whose singular goal is improv- that I drank the PBS/NPR Kool-Aid now. We have these ing the lives of people in the communities sometime after 9/11. I had to decide issues. We need a being served. The Listening Project process what direction I was going to take. and results will continue to help WVIZ/PBS We are all here today because we forum. Here it is.” and 90.3 WCPN ideastream to identify and are concerned about the city of deliver that service. Cleveland. We want to see change and progress …. WVIZ and WCPN It has been suggested by media observers “Don’t forget what is in the name are vehicles for that.” that the next five years will see more signifi- of this organization … ideastream. cant changes in media than have occurred It can put the spotlight on good ideas in the previous twenty. New technology, new for Cleveland … it’s all about ideas.” means of delivery and different ideas about content will bring significant, perhaps “We have a lot of conversations going unimaginable, changes to broadcasting. on right now and people quietly con- versing. It’s like not ‘will we do these things?’ but rather ‘how do we get them done?”

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Listed here are series, special programs or other projects and events that have been informed or influenced by the results of the Listening Project. They were produced and presented by ideastream, alone or in collaboration with other organizations, commencing in 2001 after the results of the original Listening Project were published and integrated into ideastream strategic planning. NEW SERIES NEW SPECIALS 90.3 @ 9 Addiction and Mental Health Katrina Relief Ideas Affordable Housing Living with Cancer The State of Ohio And Thou Shalt Honor Making Change TV Hosted Breaks A Quiet Crisis Martin Luther King Day Concerts Case of The Missing Human Potential Mayoral Debate Children’s Health Mental Health CONTINUING SERIES Cleveland Orchestra July 4th Concerts Ohio: 200 Years 90.3 News Congressional Debates The Region’s Resume Applause Concert of Tribute and Remembrance Stress and Mental Health Around Noon Democracy Tomorrow’s Promise City Club Forum Downtown Cleveland Tsunami Relief Jazz From the North Coast Governor Debates The Way We Ate Jazz Tracks Hank Williams Still Cookin’ Weather or Not Feagler & Friends Health Disparities What’s Your Math Problem NewsDepth WVIZ/PBS Cooks!

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