NPR Activists and Classical Monks: Differentiating Public Radio Formats

Public radio is expanding its audience service and listener support by developing multiple, differentiated formats in major markets. With funding from a consortium of public radio stations and national organizations, we conducted focus groups in eight markets to better understand the minimal audience crossover between NPR news stations and classical music stations. We segmented listeners by their tuning behavior, psychographic needs, and the gratifications delivered by NPR news and classical music formats.