That is pretty impressive. What surprised me the most from Vivian Schiller’s visit was the amount of their audience that came from the two drive-time programs: Morning Edition and All Things Considered. I believe she said that 40% of their listeners were due to those two programs — although I could be mistaken.
If I’m not, then that figure has to be encouraging for their continued stability (or rise) in market share. People aren’t getting out of their cars anytime soon, and both Morning Edition and ATC have tremendous respect. I bet the market share for those two programs is substantially higher that what we see in the figure above. That’s a heck of a foundation for the future.
Not only are people not getting out of their cars, but there isn’t the same explosion in competition for NPR that we’ve seen with magazines and TV due to the rise of the internet. Even with satellite radio, which I guess is the new media equivalent for that medium, there hasn’t been a saturation of the news market, so NPR continues to be the dominating force in news on the radio. People can read internet stories instead of spending time watching TV or reading newspapers but time in the car can’t be spent reading an internet site. As Michael says, people aren’t getting out of their cars anytime soon and that only points to further good news for NPR in the future (no pun intended).
That is pretty impressive. What surprised me the most from Vivian Schiller’s visit was the amount of their audience that came from the two drive-time programs: Morning Edition and All Things Considered. I believe she said that 40% of their listeners were due to those two programs — although I could be mistaken.
If I’m not, then that figure has to be encouraging for their continued stability (or rise) in market share. People aren’t getting out of their cars anytime soon, and both Morning Edition and ATC have tremendous respect. I bet the market share for those two programs is substantially higher that what we see in the figure above. That’s a heck of a foundation for the future.
Not only are people not getting out of their cars, but there isn’t the same explosion in competition for NPR that we’ve seen with magazines and TV due to the rise of the internet. Even with satellite radio, which I guess is the new media equivalent for that medium, there hasn’t been a saturation of the news market, so NPR continues to be the dominating force in news on the radio. People can read internet stories instead of spending time watching TV or reading newspapers but time in the car can’t be spent reading an internet site. As Michael says, people aren’t getting out of their cars anytime soon and that only points to further good news for NPR in the future (no pun intended).