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Public Radio: Three Stations' Survival Michael L University of Nebraska at Omaha DigitalCommons@UNO Communication Faculty Publications School of Communication Summer 1990 Public Radio: Three Stations' Survival Michael L. Hilt University of Nebraska at Omaha, [email protected] Follow this and additional works at: https://digitalcommons.unomaha.edu/commfacpub Part of the Communication Commons Recommended Citation Hilt, Michael L., "Public Radio: Three Stations' Survival" (1990). Communication Faculty Publications. 45. https://digitalcommons.unomaha.edu/commfacpub/45 This Article is brought to you for free and open access by the School of Communication at DigitalCommons@UNO. It has been accepted for inclusion in Communication Faculty Publications by an authorized administrator of DigitalCommons@UNO. For more information, please contact [email protected]. bility to raise independent funds." public radio stations in order not only to aid attractive to underwriters." Othec managers However, other respondents pointed them in understanding their audiences, but shared this view: "Programming decisions out that the granting agencies themselves to help them secure underwriting. In fact, are made independent of underwriting. Our mandate influenceovercontent because grant Audience 88 is a slick portfolio that includes audiences were in place before underwriting guidelines dictate the nature of program­ handouts public stations could use to attract was contemplated." ''The format attracts a ming proposals. One respondent observed: underwriters, handouts with titles such as specific audience. That audience invites the We won't go to the trouble and expense "Reach a Well-Educated Market," "Reach underwriting. That's the direction of the or developing a proposal for a series we an Upscale Market," "Reach the People Who flow here." "Public radio does tend to know will not be funded-unless we're Make a Difference" and "Reach Profession­ appeal to that [upscale] demographic, but doing it because ''we feel like it." We als and Managers-Active People with that was true before public radio was seri­ rmd it easier to get grant support for a Disposable Incomes." Clearly, The Corpo­ ously involved in development work." "We particularly "desirable" program or ration for Public Broadcasting regards under­ target businesses for underwriting based on series. This hasn't been much of a writing as a desirable funding method and the audience we already attract, not the other problem, since we decide the areas we sees nothing wrong with public stations at­ way around." are interested in developing programs tracting underwriters by emphasizing the Another manager located the distin­ about, then seek funding. We take our income levels of their listeners. However, guishing characteristic of public radio lis­ responsibilities seriously, and have does such an emphasis on acquiring undec­ teners not in income but in education. "Public never bad serious difficulties maintain­ writing lead stations to program towards radio audiences tend to be highly educated. ing our integrity. such upscale groups and is this in line with 'That one determinant is key ovec all others. Demographic analysis the mission of public radio? Our own audience is 20% people of color­ in public radio Asked if underwriting leads to pro­ but 96% of our listeners have college de­ Two years ago the CPB sponsored a gramming targeted at upscale audiences, grees. People with college degrees tend to study called Audience 88 (Corporation for 62% of public radio personnel replied that have higher incomes." Another manager Public Broadcasting, 1988), which analyzed this happens never or rarely, largely because commented: the listeners of public radio and presented public radio audiences were upscale to begin Our programming is an alternative to those findings in terms of demographic with. As one manager put it, the question commercial radio. Of necessity then, analyses focusing on income levels, educa­ has it backwards: "Our programming is we program ''less accessible" forms of tion levels and other lifestyle components. already attractive to audiences with higher music, such as classicaL For the most This information was made available to incomes and always has been. This in tum is part our audience is comprised of in- Public Radio: Three Stations' Survival By Michael L. Hilt Every year Americans give millions of support, of the community. But they com­ stations broadcast National Public Radio's dollars to help support local public radio sta­ pete within a framework discussed and agreed "All Things Considered" simultaneously. tions. In some communities only one radio upon by the stations' general managers. The stations' music formats were similar, station asks its audience for help. But in This blueprint may be an alternative for the and to the radio audience thece seemed little nearly half of the radio markets in the United other markets where budget cuts have sta­ difference between the three stations. This States, two or more non-commercial radio tions searching for ways to survive. feeling seemed to carry over to the fundrais­ stations solicit funds from the public. Ac­ The last 20 years ing efforts. Donations leveled off, and each cording to thel988 Broadcasting Yearbook, KIOS-FM signed-on frrst, taking the station had to cut back to meets its budget. 126 of the 259 radio markets have more than air September 15th, 1969. KIOS operates on After several years of fighting, the two public radio stations. 50,000 watts, and is licensed to the Omaha three stations decided to work together and Cuts in funding by the federal govern­ Public School District. fonned a unique partnership. The three ment during the Reagan administration KVNO-FM took the air August 27th, station managers met and designed program­ forced most public radio stations to look for 1972. It operates on 3000-watts, and is ming which would build, not limit, listener­ ways to save money, while at the same time licensed to the University of Nebraska Board ship. The flrst meeting took place in 1985. offering listeners a choice in programming. of Regents. "We said, 'Look, there's been bad In the Omaha, Nebraska/Council KIWR-FM is the newest public radio blood over the years but we're all new in our Bluffs, Iowa market the three public radio station in the market, signing-on November positions,'" said Will Perry, KIOS station stations decided to work together to fulfill 23rd, 1981. It broadcasts on 100,000-watts, manager. "Let's see if we can't work some­ the objectives of public radio. With a radio and is licensed to Iowa Western Community thing out and get rid of this duplication. audience of nearly 500,000, in a radio mar­ College. We're shooting ourselves in the foot with ket ranked 69th in the country, the three During the ftrst half of the 1980s, the it. .. stations vie for the attention, and financial three stations aired the same programs. The The three slations have now moved 20 Summer 1990 telligent,educated people. These people considerable time with audience data to yourselves?" do weD, for the most part, in society. If improve programming. The most used tool Many voiced approval of the process undereducated poor people were devo­ is Arbitron data which is what commercial of demographic analysis and did not infer a tees of classical music, we'd still be broadcasting uses also. The improved pro­ negative association in sharing a practice playing it. Underwriting bas no innu­ gramming will lead to more corporate Un­ with commercial radio. Indeed, a number of ence on programming. derwriting." respondents suggested that the increasing Although 34% of respondents said Respondents stressed the variety of use of demographic analysis indicates pub­ that underwriting led to targeting upscale purposes to which demographic tools were lic radio's greater awareness of its audience audiences, their comments echoed those who put in public radio: and that this should be regarded as a mark of answered that such audiences were the origi­ • • •to presuppose that underwriting maturity . nal audiences of public radio anyway. Fur­ leads to demographic analysis is a mis­ Other respondents, however, felt that thennore, they added, why single out under­ statement Demographic analysis takes underwriting brought public radio closer to writing when such upscale groups were the place ror a variety or reasons. Once the modes of commercial radio. "To sell targets of appeals for listener-support as done by the programming staff, the underwriting the same tools are probably well? underwriting starr will use that analy­ needed as to sell commercials," wrote one. Does demographic analysis lead sis to match potential underwriters to '"Underwriting' is simply soft-sell ads/ to commercialization? the programs most suited to them_ commercials." One managec acknowl­ edged being driven to procedures that are Asked if underwriting leads to demo­ Likewise, the programming/station increasingly commercial in appearance. graphic analysis of the audience similar to management decide what program~ "Absolutely, there is no other way to com­ that of commercial radio, opinion among ming will be pursued based on audi­ pete in large market where corporate do­ public radio personnel was more divided. ence needs. The funding is either built a nors becoming less altruistic and more Some35% said this occurs never or rarely, into the budget or underwriting is are while 55% agreed that it happens occasion­ round. The ''underwritable" factor is bottom-line oriented." ally or frequently; 8%repliedthatithappens never the
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