Thursday, December 15, 2005

Faith In Our Listeners

If you piece together Conservative logic you get this:

-> The “Politically Correct” are trying to take religion out of Christmas with this “Happy Holidays” thing.
-> All Liberals are Politically Correct.
-> All Public Radio listeners are Liberal.
-> Therefore, Public Radio listeners are trying to take religion out of Christmas with this “Happy Holidays” thing.

Seriously, now. The intensity with which religion is being politicized in the media feels unprecedented. That makes this an opportune time to check some facts about public radio listeners. According to NPR’s Profile 2005:

-> 70% of all public radio listeners said “Holding to religious faith or belief” is important in their lives. (US Average: 84%)
-> 38% of all public radio listeners said they contributed to a religious organization in the last year. (US average: 31%)
-> 7% of all public radio listeners said they served on a Church Board. (US average: 4%)

Most public radio listeners consider religion important in their lives. It’s not quite up to the US average, but public radio listeners are more likely than the average American to invest time and money in their religious activities.

This runs contrary to what many, including those in our industry, believe about public radio listeners. It’s useful information when thinking about programming, news coverage, and even when evaluating potential underwriters.

One final note, also according to Profile 2005: more public radio listeners said they gave to religious groups in the last year than to public radio (38% versus 14%).

Not exactly Grinch-like behavior now, is it?

Source: NPR/Profile 2005, pages 35-40, 51-52; MRI Doublebase; Base Lifematrix Adults




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