Mega trends are like global warming -- gradual but relentless, fundamental.
Even before the events of 9/11, public radio was changing and growing based on the strength of network news programming. In most major markets there was a station that had begun moving towards a coherent format of news and information.
Public radio listeners found less value in commercial radio. The core composition of NPR news stations increased, leading to more listener support.
SRG commissioned this paper to open a discussion about the future of the NPR news format in major markets.
Grounded in hundreds of research studies over the years, we propose a visionary strategy for further audience growth -- two or more NPR news stations per market, sharply differentiated by generational cohort or psychographic segmentation.