Media Audit announced today that according to their "National Format Report" scheduled for release in April, News/Talk reaches 11.5% of adults. It notes that in 2005 that number was 14%.
While Media Audit admits that the reach of Public Radio has remained flat at 9.8% for three consecutive years, they suggest that there is a link between News/Talk's decline and the strength of Public Radio:
"The survey further reveals that Public Radio is the second choice among News/Talk listeners, suggesting notable audience duplication among the two."
Our research has detected an erosion of the News/Talk audience, but the decline cannot be attributed to NPR. We show a growing dissatisfaction with News/Talk in general, both commercial and non-commercial.
The history of radio formats suggests that every format needs to constantly evolve and reinvent itself. Listeners change over time and their expectations rise the longer they have listened to a format. Both NPR and Talk/Radio are mature formats, as formats go "long in the tooth." As a result, the audience is slowly drifting away, disillusioned with the lack of change.
With a contentious Presidential election this year, the format should do well in 2008, but beyond November News/Talk faces a difficult future. Every successful format has to evolve to maintain its strength. Despite the continuing success of News/Talk, the format needs to evolve if it wants to reverse the erosion. Unfortunately, the erosion will have to worsen before it gets the format's attention and program directors make the changes necessary to reinvigorate News/Talk.
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