Public Radio's Generation X Audience | |||
Basic Principles | |||
Cases From The X Files | |||
I Want My NPR | |||
I Am Not A Slacker | |||
Wait 'Til You're Old Enough | |||
How Gen X Uses Public Radio |
I Am Not A Slacker
There are a lot of people interested in my age group, the so-called Generation X. It seems like everyone, from product marketers to demographers to program directors wants to pigeonhole who we are.We're supposedly cynical, unresponsive, politically apathetic, vidiots. They say were leeches who live with and off of our parents; are bored by anything not about us; have an attention span of 30 seconds; and are MTV and Howard Stern junkies. The list goes on and none of it is positive.
This is not me.
These are not public radios Gen X listeners.
We are not slackers!
A
UDIENCE 98® shows us that public radios Gen Xers arent all that different from our parents or any other generation of listeners. We too are well-educated and share the same social and cultural values the two characteristics that predict anyones attraction to public radio. Okay, so we dont make as much money as Baby Boomers but give us time and well get there.A
UDIENCE 98 also tells us that three-in-four Gen X listeners say theyre listening to public radio more in the last few years. Thats what I find among my own friends. Not only are they listening more, theyre also referencing public radio in conversations. Its an important information source in their lives.UDIENCE 98s data, the majority of us know that the news on public radio is unique and we wont find its equal on commercial stations.As supported by A
Some people in our industry assume that doing more stories about Generation X, or playing the Smashing Pumpkins, will result in an influx of younger listeners.
Thats not only flawed thinking, its pretty insulting too.
Im just as interested in the General Motors labor struggle and whats happening in Kosovo as your other listeners. I even enjoy the news from Lake Wobegon. And I like my Morning Edition, Marketplace and Car Talk just fine the way they are.
The best way to serve Gen X listeners, as with all listeners, is to give us the best programming possible. Programs created "just for us" effectively tell us that we arent ready for grown-up radio. And they also tell your other listeners to go away.
Public radio, we love you so I hope you dont mind a little advice from one satisfied Gen X listener:
Stick with what youre doing and make it even better, and we Gen Xers will stick with you.
Ingrid Lakey, NPR
AUDIENCE 98
Associate
Audience Research Analysis
Copyright © ARA and CPB. All rights reserved.
Revised: September 01, 2000 12:38 PM.