Rural Programming Initiative
Summary #2, KHSU

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September 2002

KHSU's February 2002 survey showed higher listening levels virtually across-the-board when compared to the initial July 2001 study. Weekly cume
increased from 15% to 22%; the latter figure is in line with (though somewhat higher than) cume estimates from other surveys using different
methodology in prior years.

Other quantitative measurements of audience service increased similarly.

As no significant programming changes were made between surveys, and the prior surveys used for rough comparison were (like the February 2002 survey) conducted in non-summer months, we hypothesize that there may be a greater seasonal variation in KHSU listening than we had previously assumed.

Much of the traditional "public radio audience" in our area works in education and public-sector jobs; most of these agencies have very
different work schedules in the summer months. This could have an effect on relationships between the listeners' daily routines and their listening
patterns.

In light of this finding we will be very cautious in the future about using quantitative audience research information obtained in the summer.

LISTENER SUPPORT

KHSU's community support is at record levels. For the fiscal year ending June 30, 2002, membership revenue increased by 15% over the prior year,
which was itself a record for KHSU. Underwriting support also broke the prior year record despite the station having no underwriting account rep (a full-time staff position) for eight months of the fiscal year.

Changes in Saturday programming made prior to 2001 (which appear to be validated by the results of the A&A research) have translated to a
fifteen-fold increase in underwriting revenue for Saturday mid-day and afternoon (a combination of more underwriting avails, higher utilization of the avails, and higher rates). This was one of the aspects of station operation we used in successfully applying for a FY 2002 CPB Rural Listener
Access Incentive Fund bonus.

While some major underwriting accounts have pulled back recently as a result of economic factors transcending KHSU's community service, we are
finding new business and upgrading some underwriters who had limited exposure on KHSU in the past. The first fiscal quarter of FY 02/03 is
ahead of our underwriting revenue projections.