Rural Programming Initiative
Summary #2, WXPR

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1. You set some programming-related goals for your station when we began this project.
Please describe which ones you have accomplished; which ones you are still working on and where you are in that process; which ones you have abandoned and why you abandoned them.

The main programming idea we were looking at going in to the project involved improving the flow of our evening programming, which includes a one-hour program at 6pm that seems like it stops the flow for listeners. We abandoned the idea of changing that time-slot when we found no significant information in these surveys supporting the change.

2. Has there been a financial impact-either directly or indirectly-as a result of your participation in this project? (For example, has membership increased or decreased; have you used the research to get new underwriters or raise your rates; have you used the research in seeking and getting grants). Please tell us the percentage increase or decrease in financial support since the summer of 2001 that can be tied to programming and/or the use of the research.

The financial impact of the survey has been felt in program underwriting. It has been both direct and indirect. We have talked with clients about the fact that WXPR is competitive in the survey area with our commercial brethren, and we have used the information in speaking with potential new clients. But there is evidence that word of mouth is at work too, since a number of businesses have been contacting us unsolicited.

The result is an increase in underwriting over the course of the project. From FY 2001 to 2002 - 9.3%. From FY 2002 to 2003 - a whopping 28.7%! And the July, 2003 survey showed WXPR as the most listened-to radio station in the survey area. So far in FY 2004 we have found businesses very interested in the fact that they can reach a quality audience that is also larger than any other in the area.

Because of the 2003 increase, we are raising underwriting rates in January, which should assure continued growth in total business sponsorship income.

3. Please summarize what you have learned about programming and listening at your station as a result of your participation in this project.

- Over the course of this project, the core audience has grown substantially, which is supported by the increase in membership giving.

- The audience for our NPR news programs has grown substantially during the project. Our in-house member surveys indicate this is part because of our improving local news. On-air fundraising also reflects the growth.

- The WXPR audience demographics are only slightly older, slightly more affluent, and slightly better educated than the rest of the local audience.

- Shared listening with the two Wisconsin Public Radio stations in our listening area appears to be primarily within the WXPR core audience. The two WPR stations do not reach measurable levels in any of the four surveys, but our member surveys show significant shared listening.

4. Can you generalize from anything you have learned about programming and listening at your station that would be useful for other rural public radio stations?

For stations that use NPR news programs, use them intensively. We believe that by judiciously adding local content that is of compatible quality, you can build audience and build greater loyalty within that audience.