Parsimony

The efficiency of network programming has been recognized since the beginning of broadcasting. Parsimony – the pooling of resources to create network programming – not only reduces the unit cost per station, it can significantly enhance the quality of programming.

Public service through quality programming is what public radio is all about. And listeners say the quality of our network programming is higher – often significantly so – than local programming.

• They are more loyal to network programming.

• They consider it more important in their lives.

• They value it more highly.

In no way should this reflect poorly on local programming efforts. But it reminds us that the source and cost of programming are best kept in a productive, listener-focused context.

For instance, NPR’s news shows are among the most expensive a station can buy. Yet every dollar a station spends on them returns several dollars in listener support and local underwriting.

Car Talk and Marketplace are also "expensive" programs that generate extensive surpluses for most stations.

Fact is, most major national programs return more to stations than are paid for them.

The economics vary from station to station, of course. But as a system, public radio pays for its local programming through financial surpluses realized on national programming.

That’s the net result – and power – of parsimony in public radio.

– David Giovannoni
AUDIENCE 98 Core Team

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