Tag: "News/Radio Talk"

Qualitative aspects of the talk radio audiences

| October 20, 2011

By Michael Harrison
TALKERS MAGAZINE
Publisher

NEW YORK –– Continuing with a fall tradition, the latest numbers have been compiled for TALKERS magazine’s annual release of its Talk Radio Research ProjectTM (TRRP).  Primarily designed as an in-house vehicle to provide the TALKERS editorial staff with intelligence about the national talk radio audience as a resource for general background and to help answer basic questions from the press (such as “What kind of people listen to talk radio?”), the publication began honoring requests from radio stations to share this information.  It has proven extremely valuable as a supplemental sales tool that provides a thumbnail qualitative overview of several leading spoken word formats’ audience profiles including demographics, political orientation, income, education and consumer tastes, habits and disposition.  These include the mainstay news/talk format as well as the recent additions of the sports talk and pop culture talk genres.

The latest figures indicate that news/talk radio maintains its historic position as the most reliable attraction to draw adult audiences and inspire them to action in all audio broadcast media.  At present, the news/talk format predominantly focuses on discussion about politics, but it does reserve room within its scheduling for specialty programs about relationships, finance, health, technology and home improvement, among others which are taken into consideration when compiling these percentages.

News/talk radio is not alone in displaying these attributes.  So do the relatively recent additions of sports talk radio and pop culture talk radio (with several specific differences indigenous to these formats).  These spoken-word genres also deliver attentive and highly desirable audiences that consume foreground radio with passion and attention.  The people who regularly listen to news/talk, sports talk and pop culture talk radio are more than listeners –– they are radio fans!

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