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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 they’ll do so in the future.

Yet even for for public radio’s audience,

The Internet is not a universal medium.

In fact, half of public radio’s weekly audience does not use the Internet or on-line services at all.

– Michael Arnold
Program Director, WUNC
AUDIENCE 98 Associate

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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.

 

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Navigate the Report

arrow.gif (139 bytes)     It Ain't Net-cessarily So
navblue.jpg (647 bytes) transpxl.gif (67 bytes)     Which Listeners Are Wired
navblue.jpg (647 bytes) transpxl.gif (67 bytes) transpxl.gif (67 bytes) What's The Buzz About The Internet?
navblue.jpg (647 bytes) transpxl.gif (67 bytes) transpxl.gif (67 bytes) How Many of Your Listeners Are Web-Enabled?
navblue.jpg (647 bytes) transpxl.gif (67 bytes) transpxl.gif (67 bytes) Minding the Old While Mining the New

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Examine the Statistical Analyses Behind the Report
(60 pages; 143,005 bytes)

 

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All statistical files require Adobe Acrobat Reader

Audience Research Analysis
Copyright ARA and CPB.  All rights reserved.
Revised: September 01, 2000 12:38 PM.