Rural Programming Initiative
Summary #1, Allegheny Mountain Radio

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What did you learn about listening to your station and your research?
The first round of research told us that 25% of our regular listening audience is 65+ and we have a low listening audience at work. Our penetration of listeners in our broadcast area is much higher than we expected.

Where are your programming strengths and weaknesses?
Major strengths are our coverage of local news and weather and variety of programming. Weaknesses include a significant drop-off of weekday listening at 9:00 AM, low number of Saturday morning listeners, and our failure to more consistently appeal to a wider age range. Average time spent listening is also fairly low.

What process are you using to decide on program changes?
We are looking at the survey results and consulting with staff and advisory committees.

What program changes have you made?
Changes are being made incrementally. Country music has been added in the morning with some talk being eliminated. Saturday morning programming is being closely examined and the host is being changed.

What have you learned about these changes so far?
People are resistant to change and it has to be approached as a process rather than an event.