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Last weeks column regarding national public radio ratings
created the following responses. All were informative.
Rick Eytcheson, President and General Manager of Capital
Public Radio, Inc. in Sacramento states: “Hello Kent. You
may (or may not) remember me from my days of running KFBK
and KGBY here in Sacramento and all of the West Coast for
Chancellor prior to the merger with Evergreen. I have read
with interest your brief missive on NPR. I became a huge fan
several years ago and moved into my current position just
last December. You noted the story in Seattle and San
Francisco. There are many more examples. KNOW in Minneapolis
had a 5.8 chare (12 plus) in the winter. KUT in Austin a
5.7, WBUR in Boston a 5.1, and my station KXJZ in Sacramento
a 4.7….good for 4th 12 plus in Sacramento. The demos are
even more impressive. Public Radio stations skew
significantly YOUNGER than our commercial counter-parts-NOT
older. Public Radio skews more female (typically 51% male,
49% female on the NPR affiliates). Public Radio is hipper
and continues to grow at the expense of commercial radio.
One of the reasons Arbitron doesn’t publish the ratings
alongside commercial radio is that the commercial stations
don’t want Public stations in there. I’ll be happy to
provide you with more info if you like”. Hey, Rick. Thanks
for reading, writing, and commenting on this matter. I sure
do remember you well. Matter of fact a company I owned tried
to buy the Sacramento AM and FM stations you were running. I
recall flying to Sacramento to meet with you…I WAS THERE.
You were very impressive during that visit, and I was
hopeful to work with you in the future. Unfortunately, we
were out bid for the purchase of the stations; thus, I
didn’t have the pleasure. Sounds like you are enjoying
yourself at KXJZ. Hope to see you soon for a cup of
Sacramento coffee.
Also, I received a letter from Bob (I’ll not publish his
last name because I do not have permission to do so): “Kent.
Go to www.rrconline.org
for the non-comm Arbitron data. Look at the upper right hand
corner for the link to the Arbitron data on their home page.
One thing you might be interested in is the tussle going on
with RRC and Arbitron. RRC has been doing this for over a
decade as a service to the non-comm stations. It has grown
exponentially over the years. Now Arbitron wants to take
back control. Another bit of data. A lot of the non-comm
stations not just San Francisco and Seattle are doing very
well in the ratings. As you scroll through the Arbitron data
of RRC, compare the market ratings in R and R and you’ll
find many non-comms are doing quite well, especially those
with a strong NPR “Morning Edition” and “All Things
Considered” commitment”. Hey, Bob…thank you, and I will take
a look at the site…I appreciate your comments.
And one more comment from Larry (who shall remain anonymous
as well): “Kent. You can get some basic 12 plus data on
Public Radio stations on the website linked below. No need
to subscribe, just click on “Arbitron Data”, the next page
to appear will allow you to select markets and the survey
that you would like to view.
http://www.rrconline.org.
All the best”. Thanks Larry…it was good to hear from you.
And, I’ll guess that some AM and FM managers will be looking
at that site very soon….if they haven’t in the past!!!! I’ll
be checking it out in the next 60 seconds.
Next weeks column….local, local, local. I discovered that it
works big time in my Florida home town…even without the
benefit of a radio station. More on that…then!!!!
e-mail Kent
kent@kentburkhart.com
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