What Do Listeners Think
When They Think of "Local" and
"National" Programming?

To consider a type of programming important a person must listen to it.

Based on listening, "network" almost inevitably equals "news" while "local" is nearly always associated with "music."

The overriding prevalence and power of Morning Edition and All Things Considered is shown below.  For many listeners these two programs define not only the network experience, but the public radio experience as well.

Music, primarily classical and jazz, generates most listening to locally-produced programming.  Music, not local news, defines the "local" public radio experience for most listeners.

– Jay Youngclaus
– Leslie Peters
– David Giovannoni
AUDIENCE 98 Core Team

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