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How to Gain and Maintain an Audience for Your Program

Heidi Schultz

Program Directors, or program decision-makers are your first-line audience. It is difficult to 'maintain' or build a listening (not PDs) audience for specials and limited series, since the time on-air is short compared to on-going programs. You need to catch the attention of your first-line audience immediately, and help them promote the program to their audience.

KNOW YOUR AUDIENCE

System Trends Within the current public radio marketplace, there are some trends that influence programming decisions:

Stations are becoming more format focused in an effort to increase core listenership. Although this trend toward more focused formats may limit carriage for particular programs, such as specials and limited series, there is an opportunity to target messages to program decision-makers more effectively.
Public Radio News Listeners are coveted. Many public radio program directors have been and continue to be interested in attracting the younger news audience. Programs that can demonstrate appeal and affinity to this group are of great interest. Social documentaries also carry a strong appeal to baby boomers, the main public radio audience.
Underwriting possibilities are becoming increasingly important as government grants decrease and other sources of funding are more competitive. Programs that provide excellent opportunities for stations to seek and gain underwriting will be attractive to stations.

WHAT TO CONSIDER WHEN DEVELOPING YOUR PROGRAM

Produce a high quality program: I agree with Sheila. Some of the programs I listen to are wonderfully produced. Others are not. You can have the best idea for a program, but in this day and age with so many listening choices, if the quality is not good you will lose your audience. Besides being a good idea, it needs to be radiophonic. Consider:
Clean sound * Compelling host; inviting, intelligent radio voices * Draw audience in within the first minute * Excellent editing * Well-written scripts * Good use of transitional and background music
Provide excellent programming By this I mean content - again, catch your audience's attention - is this story idea something that PDs will think is important for many of their listeners? Again I agree with Sheila - you need to know your audience - what they want, the demographics, etc. Also look at:
Unique perspective * Good story * Push the envelope * Niche programming
Meet station scheduling/technical needs Again, the program idea and quality can be fantastic, but if a station won't take it because of the length, you lose your audience (example: if a station schedules only block programming - which most do - a 16:30 minute will not be of interest to them). Consider:
Format * Length * Ease of use * Reason for breaking format (holiday programs work well here) * Music/talk ratio
Budget wisely: Make sure your budget will produce the program you envision. Marketing of the program is vital - budget for it! Plan ahead. Then, the difficult part - find the funding.
Promotional/Underwriting/press value for stations. This area is very important for stations - anything to help them promote your program, both to potential underwriters and listening audience, will increase their interest. Consider:
Photos * Additional written information that can be sent electronically * Press releases * Outreach possibilities * Ancillary product possibilites

MARKETING YOUR PROGRAM

Marketing of your program is important! The marketplace is tight. You have to catch the attention of your audience, and get them to even look at (!) your program. Here are a few things to consider:

Get the info out.
Creative, eye-catching & informative mailings * Effective use of the DACS * Presence at conferences * Ads in industry publications
Telemarketing
Intelligent, informative, non-aggressive phone conversations with PDs. And KNOW your audience prior to embarking on this. * Ask them what they want in programming; what do they find important. This can help you in developing future programs that stations will run. * Create positive relationship with decision-makers.

NEW & FUTURE POSSIBILITIES

Influence/Opportunities of Technology PRI is working with Public Interactive, a company designed to provide innovative content, advanced technologies and a wide variety of programming services for public radio station web sites. In the very near future there will be opportunities for programs to appear on public radio station websites that don't air on the station - allowing more possibilities for reaching the listening audience. If you have questions regarding PI, please contact Marian Moore at 612.330.9209 or Bruce Theriault, 612.330.9211.

PRI is also working with new satellite possibilities (Sirius Radio, formerly CD Radio). This licensee is developing a digital satellite radio system for the broadcast of 100 channels of fulltime (24 hours/day) programming to motorists throughout the United States.

Heidi Schultz is Program Manager for Specials and Limited Series at Public Radio International.