The Rotten Core

We know that core listeners are much more likely to financially support public radio than are fringe listeners.

And as the Stairway to Given shows, we know why:

• they rely on their public station;

• it is personally important in their lives;

• and they believe that contributing listeners support it.

However, not all core listeners are givers. What's with this "Rotten Core"?

Although a public station is the favorite of all core listeners, those in the Rotten Core do not rely on it as heavily as do those in the Giving Core.

Comparing these core listeners on their steps up the Stairway to Given proves this.

• The Rotten Core tunes in less frequently, listens four and one-half hours less each week, and is significantly less loyal than the Giving Core.

• While both are likely to say that public radio is important in their lives, those in the Rotten Core are much less likely to have a "strong" Sense of Community with public radio.

• The Rotten Core is also less likely to possess the proper combined funding beliefs that are associated with giving to public radio.

 

Stairway to Given (For most-listened-to Public Radio Station)		Giving Core	Rotten Core	Fringe
	Percent of Listeners	23	25	52
	Percent of Listening	43	36	21
	Percent of Givers	68	0	32
	Percent of Giving	74	0	26
Steps 1&2 Reliance on Public Radio	Percent in Core	100	100	0
	Loyalty	77	69	14
	Years Listening to Station	12	9	9
	Percent with "Strong" Reliance on Public Radio	97	89	7
	Percent who listen both Weekdays and Weekends	80	65	30
	Occasions (per week)	14	10	4
	TSL (HR:MN per week)	17:25	12:56	3:34
Step 3 Personal Importance	Percent who agree Public Radio Station is Personally Important	98	93	83
	Percent with "Strong" Sense of Community	80	59	43
Step 4 Funding Beliefs	Percent who have Beliefs Associated with Giving to Public Radio	41	34	34
Step 5 Ability to Afford	Average Annual Household Income	$80,000	$58,000	$62,000

The lesson here is clear:

Being a person's favorite radio station is a wonderful gauge of service and a key indicator of one's propensity to support public radio. But it is not sufficient to create a giver.

The importance of the station's programming in listeners' lives, and their beliefs about how the station is financed, remain key steps that must be taken up the stairway to giving.

– David Giovannoni
– Carla Henry
– Jay Youngclaus
AUDIENCE 98 Core Team

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