PRPD Music Discovery Survey Revealed

New Insights

At the ongoing PUBLIC RADIO PROGRAM DIRECTORS (PRPD) CONFERENCE in PORTLAND, OR, the PRPD and PARAGON released the results of the first national study on PUBLIC RADIO Music Discovery listeners.  The study was commissioned and underwritten by the PRPD to recognize the growing clout of contemporary music stations on PUBLIC RADIO.

Eighteen participating stations were involved including WFUV/NEW YORK, WXPN/PHILADELPHIA, WYEP/PITTSBURGH, WFPK/LOUISVILLE, KCMP (THE CURRENT)/MINNEAPOLIS, WYMS/MILWAUKEE, KKXT/DALLAS, KUTX/AUSTIN, KTBG/KANSAS CITY and WNRN/CHARLOTTESVILLE, VA

Almost 8,000 listeners of all ages participated.  The investigation focused on testing the audio of 18 music style montages, representing everything from Classic Rock to Hip Hop, as well as music eras and desired music mixes.

PARAGON’s MIKE HENRY said, “This is critical new information for most stations that have never had the benefit of local market music segmentation.  Also, new data were revealed on the importance of news content, local content, and a competitive view of streaming services, listening platforms and personal audio sources.  For the first time, we have audience feedback on the growing use on variations of the slogan 'Music Discovery' that is now being used by the leading performers in the format comprised of Triple A and Indie Rock stations.”

The results will be revealed to the public at a future date.

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