It Ain't Net-cessarily So
Part 1 of "Changing Media Use"
The amazing growth of the Internet has provoked two primary responses in our industry. Will it compete with public radio? And how can we use it to our advantage?
AUDIENCE 98® offers an unequivocal answer:
The Internet has no impact on public radio listening.
Listeners who travel in cyberspace take public radio with them.AUDIENCE 98 finds no evidence that the Internet is supplanting their use of public radio's news, music, and entertainment programming.
True, public radio listeners are twice as likely as the general public to use the Internet or subscribe to an on-line service. More say theyll do so in the future.
Yet even for for public radios audience,
The Internet is not a universal medium.
In fact, half of public radios weekly audience does not use the Internet or on-line services at all.
Program Director, WUNC
AUDIENCE 98 Associate
For More Information
Hyperlinks from the text whisk you to key findings and further thinking about public radio listeners and the Internet.
Michael Arnold explores Which Listeners Are Wired in his graphic sidebar by the same name. And he discusses the Internet concerns posed by his fellow program directors in What's The Buzz About The Internet?
You don't have to do your own survey to estimate How Many of Your Listeners Are Web-Enabled. The spreadsheet works for any station's or program's audience.
In his first Adagio,Minding the Old While Mining the New, David Giovannoni ponders what AUDIENCE 98's Internet findings may suggest to public broadcasters.
Navigate the Report
It Ain't Net-cessarily So Which Listeners Are Wired What's The Buzz About The Internet? How Many of Your Listeners Are Web-Enabled? Minding the Old While Mining the New
Examine the Statistical Analyses Behind the Report
(60 pages; 143,005 bytes)
All statistical files require Adobe Acrobat Reader
Audience Research Analysis
Copyright © ARA and CPB. All rights reserved.
Revised: September 01, 2000 12:38 PM.