Rural Programming Initiative
Summary #1, KUFM

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What did you learn about listening to your station and your research?
KUFM has a loyal audience that tunes in across a broad spectrum of the day. The AQH peaks during the news programs in the morning and late afternoon but stays consistent from 7:30 am to 5 pm, varying from 1350 to 1450 through four dayparts. The children’s programming in the afternoon attracts women in the 35-54 demographic and also increases the "listening at home" in this sex and age demographic.

Male listeners choose news/current event programming more than women, but there is a healthy contingent who also state "music of all types" as their primary reason for listening. Occasional listeners have a slightly higher response to news/current event programming than to music of all types.

There were no steep declines in listening - nothing that obviously needs immediate attention. I was concerned that 56% of regular KUFM listeners listened to another station more frequently.

Where are your programming strengths and weaknesses?
Strengths are in news, classical music and the variety of music programs. KUFM has a good vertical flow through the day. The horizontal flow is more problematic but from this research it doesn’t seem to affect the survey results in any dramatic way. A major weakness is in the culture of the station. Program hosts must become more outwardly focused - on the listener rather than on their particular programs.

What process are you using to decide on program changes?
Discussion with department directors and consultation with advisory board. We have decided not to do a focus group or survey of members at this time. If we decide on substantive changes we will probably initiate one or both of those options.

What program changes have you made?
We have extended the time for Morning Edition from 7:35 to 8:00 am, added newscasts every two hours and purchased Fresh Air Weekend.