Grow the Audience Update

The Grow the Audience Project just released a new audience report and the first in a series of "Thinking Audience" pieces.

As noted in a previous posting on this blog, the project has been short on the vision/mission component of growing the audience. The Thinking Audience pieces appear to be trying to address that. You can find the first of those pieces here.

The audience report confirms again that education and personal values and beliefs play a significant role in determining who does and does not listen to public radio today.

Based on the audience report, it appears the project is leaning towards Cume Rating and Share as public service metrics of the future. More on why this probably isn't a good idea later this week.