Alternate Methods of Measuring Public Radio Audiences: A Pilot Project

Williams, Wenmouth; LeRoy, David J.

doi:10.1177/107769907605300318

Cited by 3 publications

(2 citation statements)

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“…The emergence and adoption of various media (radio, TV), and the rise of academic departments of media and communication, prompted the development and application of research methods to better understand audience preferences and type. These included comparisons across survey and sampling approaches, and combining data from multiple sources, such as coded program content, surveys, census tract information, and/or industry reports (Hileman, 1953; Mickelson, 1943; Williams & LeRoy, 1976). Some articles involved naturally occurring field experiments.…”

Section: Resultsmentioning

confidence: 99%

Mapping Media Developments and Issues: Topics, Clusters, and Content of JMCQ Articles on Communication Technology/Media Channels, 1935–2017

Rice,

Bucy

2023

Journalism & Mass Communication Quarterly

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This study analyzed JMCQ articles in the specific topic area of mass communication technology and media channels, overall and across four 20-year periods. Primary topics changed from emphasizing media industry and policy issues, international issues of information freedom, audience research, and WWII media issues in early periods to more specific regulatory issues, ratings and audience analyses, macro and social issues, and media technology development issues in more recent periods. JMCQ serves as a treasure trove of the history of broadcast media technology and competition, policy debates, and audience interests, with a recent emphasis on more rigorous empirical analyses.

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Section: Resultsmentioning

confidence: 99%

Mapping Media Developments and Issues: Topics, Clusters, and Content of JMCQ Articles on Communication Technology/Media Channels, 1935–2017

Rice,

Bucy

2023

Journalism & Mass Communication Quarterly

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“…Rather, research has focused on the role of public radio, the challenges facing the medium, and funding (Avery & Pepper, 1980;Gray, 1986;Leidman & Lamberski, 1985;Miller, 1968;Mullally, 1980). Other research has examined programming and audience-measuring methods (Agostino, 1975;Bluebond, 1982;Stavitsky, 1994;Williams, 1977;Williams & Krugman, 1981;Williams & LeRoy, 1976;Woel, 1985).…”

Section: Background Literature and Theoretical Frameworkmentioning

confidence: 96%

Listener‐member perceptions of marketing strategies employed by public radio stations

Piper‐Aiken

1997

Journal of Radio Studies

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This study measured the attitudes of public radio listener-contributors regarding listener-focused marketing strategies used by public radio stations. Four hundred forty-two questionnaires from Northern Colorado and Central Michigan were returned. Overall, respondents expressed a positive attitude toward on-air fund-raising. Although they held a slightly negative opinion of on-air pledge appeals, these negative responses were offset by positive responses about the perceived need for such fund-raising. Respondents appreciated receiving direct mail from their radio station, but were strongly opposed to telephone contacts. They also agreed that underwriting announcements sound more like commercials than in the past.

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Innovativeness and the public radio audience

Williams¹,

Krugman²

1981

Journal of Broadcasting

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Alternate Methods of Measuring Public Radio Audiences: A Pilot Project

Abstract: General sample survey found more valid and only slightly more expensive than mail survey, phone survey and mailing list survey.

Cited by 3 publications

References 0 publications

Mapping Media Developments and Issues: Topics, Clusters, and Content of JMCQ Articles on Communication Technology/Media Channels, 1935–2017

Mapping Media Developments and Issues: Topics, Clusters, and Content of JMCQ Articles on Communication Technology/Media Channels, 1935–2017

Listener‐member perceptions of marketing strategies employed by public radio stations

Innovativeness and the public radio audience

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