Public Radio: It's Not Your Father's NPR

What’s the first thing you think of when you hear “public radio?" Maybe you garner a visual of Grandpa snoozing in his chair? Possibly a long, boring commute home? Honestly, you aren’t alone. The good news is those are just misconceptions. Public media has evolved over time, and we want to let you in on the latest.

NPR has long been committed to educating and unifying communities. Its programming has continued to develop as well. Their loyal following provides a broad fanbase from which sponsoring organizations can benefit. By tapping into this engaged audience, that values sponsorship, marketers have discovered that brand messaging is more likely to be heard and applied.  

Audience 

Most folks fail to realize that the audience is younger, more affluent, and more educated than the average American. In every major market, you’ll find NPR stations with powerful market reach. More importantly, their listeners are a powerhouse audience who act on the public radio messages they hear during broadcasts.

At Market Enginuity, we promote brands to this eager audience of action-takers. How do we do that? Through nationally known, locally plugged-in public radio sponsorship and LOTS of creative juice!

You should know:

• 87% of NPR listeners take action in response to sponsorship messages
• 65% of NPR listeners are aged 18-65
• 50% of NPR listeners have a net worth of $500,000+
• 41% of NPR listeners have a postgraduate degree

This diverse and loyal audience in turn trusts and acts on marketing brand messages conveyed during their preferred programming.

Diversity 

Communities are made up of various ethnicities, ages and demographics. Public radio is committed to providing insight for every member of each community. They do that with representation and honest, thorough reporting.

Stations produce programming according to the needs of their community. Houston, Texas provides a program specifically for children from Spanish-speaking families, that helps them process intense emotions. WAMU in DC has implemented programs benefiting the 7th and 8th Wards. In particular the reporting series, "Voices of Wards 7 and 8" has proven both insightful and successful.

As each station chooses and creates its own programming, it can cater to certain demographics or interests within those communities. This yields loyalty from local fans and ensures that diversity is embraced as well as understood and respected.

Music 

Have you heard the phrase “music matters?” Well, it does. Public radio is no longer classical and jazz alone. Now, it highlights blues and even indie rock. Different regions across the U.S. have varied preferences for music. For example, KCRW in Santa Monica, California has a popular music show titled Morning Becomes Eclectic that covers numerous genres of music. This is just one example of how public radio ensures that the needs of its fan base are met.

Additionally, the Tiny Desk program has developed a cult following and has its own YouTube channel for videos of already-aired episodes. Produced by NPR, unknown artists are afforded the opportunity to introduce themselves to the public and perform their favorite original tunes. Its popularity has helped grow the public radio audience as well as add to its variety of music.

Podcasts 

Not everyone knows that public media and podcasts have a devoted relationship. The American public has fallen in love with podcasts. Moreover, public radio has become a significant provider of this style of programming both nationally and locally.

The American Life is a popular podcast with over 600 episodes in its collection. Each week has a different theme and stories are shared that support that theme. Some are funny, others heartfelt, yet all are entertaining.

KCRW’s Left, Right & Center in Los Angeles, California has a huge national following. Covering politics, policy and pop culture, this weekly program keeps fans engaged and “in the know.”

We would be remiss if we failed to mention Snap Judgment, our staff podcast guru’s fav. This podcast is truly eclectic and covers everything from the tragic shooting at the country concert in Vegas a few years ago to a CIA agent’s drama. You never know what you’re going to get, but it will keep you on the edge of your seat–for sure. These are just a few of the examples of dynamic podcasts that are offered by public radio. All keep their audiences coming back for more.

Public media podcasts have only added to the public radio fanbase. Not just in number, but diversity as well. Younger generations with focused interests flock to specialized podcasts in droves. More importantly, they return again and again.

Public Radio has Turned the Corner on Boredom

No recliners, no snoozing, all action. So, what are you waiting for? If you are in search of a dynamic audience that's young, influential, and ready to rock ‘n roll—look no further!

From informative, relevant podcasts to phenomenal music, public radio has an audience worth tapping into. Want to learn more about the public radio audience? Check out our post, By The Numbers: Who is Actually Listening to Public Radio.