In partnership with PRPD, we invite your public radio station to participate in Public Radio Techsurvey 2023. The goal of these landmark research studies is to help public radio stations better understand and navigate the impact change and disruption have on their operations and help them strategically navigate the digital waters to maximize effectiveness, build strategies, communicate to staffs, and set priorities.
By better understanding what your most important listeners are thinking and doing media-wise, public radio can better “meet them where they’re at.” Our PRTS studies have proved to be useful tools for staff communication, as well as strategic priority setting.
For public radio stations that focus on music, PRTS 2023 will continue to provide direction into how radio is used by consumers, as well as music discovery and digital device/platform usage.
This is our 15th annual survey tracking the habits, needs, and desires of core public radio listeners. This year’s survey will tackle the following, and more:
- How is public radio’s news image and reputation holding up post-pandemic? Have news habits demonstrably changed during the Biden years and what impact (if any) is that having on public radio?
- How is public radio maintaining its levels of trust and transparency? We’re living in a time when media outlets are facing high degrees of skepticism and cynicism from audiences across the spectrum. Are public radio stations managing to stay above the fray?
- Is “local” taking on greater importance? Recent PRTS studies suggest a focus on local/regional news coverage and happenings has been more greatly appreciated by public radio listeners. Is that continuing, and what implication does it have for programmers and marketers?
- How is public radio navigating generational shifts? Are we seeing an infusion of new audiences – by age and ethnicity? How do generational differences and other demographic shifts affect public radio listening – and membership? As new platforms and content portals are emerging, is public radio keeping up?
- Are public radio’s core values shifting, especially among different generations of public radio listeners? How do younger listeners perceive their stations, and are levels consistent with years past?
- How are public radio stations keeping up with the digital content demands? What changes are we seeing in media usage and gadget ownership that might impact stations – podcasting, mobile, smart speakers, as well as platforms such as Spotify, YouTube, TikTok and others?
- How are public radio fundraising efforts being received? How are audiences responding to membership campaigns, and what can be done to make fund drives more “listenable?”
- How might the upcoming election season impact public radio’s coverage strategy – locally and nationally? Can we expect a “bump,” a “slump,” or something else entirely from the next political cycle?
- Is Artificial Intelligence (AI) seen as a boon, bane, or both? How do public radio listeners perceive AI’s personal and societal impact? And what are their expectations about how this technology may or may not be used for content creation?
For a modest fee, stakeholder stations/networks will receive an array of actionable information to help guide your understanding and decision-making: complete totals for the survey, your format, and your local audience, along with key demographic breakouts. In addition, an executive summary will be presented via webinar upon analysis of the data. It will be open to stakeholder stations and their entire staffs only.
- Top 30 Markets: $550 (PRPD Members)
- Markets 31-75: $450 (PRPD Members)
- Markets 76+: $350 (PRPD Members)
- Non-PRPD Members: $750
PRTS 2023 is set to field beginning in early June and into early July; stations whose fiscal year ends in June will have the option to either pay before or after the June 30th date.
The deadline for registration is Thursday, May 25th. Please reserve your spot now.
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