Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB

Public Internet Consumer Insight Study Partner stations WUNC Chapel Hill, NC Michigan Radio Ann Arbor, MI KPBS San Diego, CA WKSU Cleveland/Akron, OH Research Partners PRPD Public Radio Program Directors DEI Development Exchange Inc PRI Public Radio International NPR National Public Radio CPB Future Fund Grant

Public Internet Consumer Insight Study Research objectives: –What content do listeners use on a public radio Web site? What content do they wish they could use? How does public radio fit into their online universe? –How did listeners learn about the public radio Website? What would influence them or others to return? –Has the Web influenced how much and/or why they listen to public radio? Might it in the future?

Public Internet Consumer Insight Study Research objectives: –What are the acceptable limits and thresholds of e-commerce and advertising on public radio Web sites? –What is the impact of the Web on individual giving, now and in the near future. Can / should the Web site provide value-added to givers?

Public Internet Consumer Insight Study A project in two phases: –Focus groups conducted in Summer 2000 –Survey conducted in Spring 2001

PICIS It’s “National Public Radio,” not “National Public Website.” --Michigan Radio survey respondent

PICIS Survey Demographics Must listen to public radio Must have an address Must use the Internet, not just WKSU, WUNC, Michigan Radio, & KPBS listeners

PICIS Survey Demographics About half male and half female 2 in 3 are Over 50% have advanced degrees 3 in 4 consider themselves core listeners

PICIS Internet usage 56% Using Internet 5 years or more 86% Using Internet 3 years or more 23% spend 11 or more hours online [not including ] per week 30% spend 3 hours or less online per week

PICIS Internet usage 32% have shopped or paid bills online more than ten times in the last six months 14% have never shopped or paid bills online

PICIS Online audio usage 11% listen to their public station streamed on the Net 18% listen to any online radio or online audio 89% listen to public radio exclusively over the radio 82% do not listen to any online audio

PICIS E-commerce The more an e-commerce opportunity is perceived as directly relating to programming, the greater its acceptance by listeners.

PICIS E-commerce

“As long as it’s associated with something with a show, as long as they don’t turn into Amazon.com, that’s OK.” “This is Michigan Radio selling products specifically to support radio; I think it’s a big difference, they’re advertising their own store rather than somebody else’s; they’re not compromising their principles.” “It doesn’t bother me that they sell things, in this case, they’re selling music, books or items that have been on their program, that doesn’t bother me.” As heard on

PICIS E-commerce “They’re not a commercial radio station, now they’re practicing commercial radio practices.” “What does this have to do with anything????!!!!” “If they’re making $2 off a garden tool, I’d rather give them $102 instead of $100.” “After this, they’re going to start selling salmon!”

PICIS E-commerce v. on-air 66% feel “it is okay for stations to raise funds by selling items of interest to listeners” 11% think this is a terrible idea. 67% feel “selling items on their web sites is a fair trade off”

PICIS Integrity issues Listeners fear that the pursuit of online e-commerce revenue will cause us to violate our core values and principles.

PICIS Integrity issues E-commerce influence on editorial decision-making. Change in importance of listener dollars. Squandering of resources. 44% of listeners feel increased Internet revenue would damage editorial credibility.

PICIS E-commerce privacy and security 90% of respondents feel information privacy is an important consideration. 90% of respondents feel credit card security is equally important.

PICIS Other good policy choices Clearly display: Specific information on how much of sale goes to station. Return policy Statement on quality of merchandise Information of the company that will fulfill the order.

PICIS E-commerce verbatims “If your web site is an extension of your on-air programming, we would like it to reflect that and not have it turn into an online store.” “Selling items online is tacit endorsement. WKSU should avoid this. Products related to programming which are things which WKSU and NPR endorse are acceptable for sale.” “To assume that product hustling is not going to influence programming decisions is disingenuous to say the least.”

PICIS E-commerce verbatims “Privacy, privacy, privacy! Please keep my name off mailing or ing lists, even for other non-profits.” “I know public radio needs money, but if you go this route please don’t kill us with useless junk and propaganda.” “Let’s not forget what makes public radio different from other businesses—the “do the right thing integrity”— they don’t sell out, they are not (Thank goodness) homogenized white bread like so many other companies have become because of money. Public radio is the last bastion of true good sophisticated humor and insight.”

PICIS Online advertising “If they’re going to underwrite [online], do it subtly and attractively.” “I know public radio needs money, but if you go this route please don’t kill us with useless junk and propaganda.” –WKSU and Michigan Radio listener comments

PICIS Online advertising 72% - A bad idea for Website 7% - A good idea for Website

PICIS Online advertising 65% - A bad idea for Website 13% - A good idea for Website

PICIS Online advertising 45% - A good idea for Website 35% - A bad idea for Website 17% - Neutral or undecided

PICIS Online advertising

The more that any ad, credit, or recognition of business support on a station Website matches the characteristics of underwriting, the greater acceptance it will receive from listeners Online underwriting should parallel on-air underwriting Maintain the same values online and offline

PICIS Online advertising Type or Category of Underwriter

PICIS Online advertising Type or Category of Underwriter Visual Content & Size

PICIS Online advertising Type or Category of Underwriter Visual Content Use of Language

PICIS Online advertising “I certainly wouldn’t have any problem with it [underwriting] on a website to the degree that it’s on public radio.” “Most of the time, advertising is trying to push, subliminally or otherwise. Underwriting doesn’t do this, it [just describes] what the company stands for.”

PICIS Online advertising

PICIS Online ads v. air pledge and underwriting “I would find it [underwriting] less intrusive on the Website; if it’s on the radio, you have to hear it.”

PICIS Online ads v. air pledge and underwriting On-air membership campaigns: –68% good idea, 16% bad idea On-air underwriting : –63% good idea, 22% bad idea Online Underwriting : –55% good idea, 22% bad idea

PICIS Online ads v. air pledge and underwriting On-air membership campaigns: –84% appropriate, 8% not appropriate On-air underwriting: –73% appropriate, 13% not appropriate Website underwriting: –73% appropriate, 14% not appropriate

PICIS Integrity issues Will Business Support Influence Programming Decisions? 47% concerned ON AIR underwriting might influence programming 44% concerned ONLINE underwriting might influence programming

PICIS Integrity issues Should the Website Be Used to Help Support Programming & Itself? 50% agree stations should have online underwriting to pay for programming 57% agree online underwriting is a fair trade off for keeping the Web site free

PICIS Integrity issues I trust that [local station/NPR] will not allow businesses who support with underwriting announcements to influence programming decisions. 67% agreed that they trust local stations not to be unduly influenced by businesses that underwrite 64% agreed that they trust NPR not to be unduly influenced by businesses that underwrite

PICIS Integrity issues “Most of the world now is saturated with advertising, I’d like to see some stronghold that isn’t.” “The commercialization of just about every facet of American life is one reason I listen to public radio.” “The station’s approach [to fund raising] should be consistent across all media.”

PICIS Examples

Every order supports WKSU clearly stated Privacy, credit card, and order fulfillment information on help page. Information on products not linked to programs. Help button in top of screen

PICIS Examples

Station benefit and credit card not clearly stated. No privacy policy. No link between product and programming.

PICIS Examples No examples of: Station policies about the “firewall” between e- commerce activities and editorial policy. Information about policies, quality of merchandise, or return policies that were not buried in FAQ at least two links away from product. Specific levels of support station receives from transaction.

PICIS Honorary Mention

PICIS Are listeners willing to pay for our web sites? No.

PICIS Value If you put a price tag on a station web site, what would it be? $0

PICIS Next session preview In the next session: Would listeners visit more often is the site simply loaded quicker? Which draws more listeners: customized version of NPR programs or a simple program grid? Which service do Internet-audio savvy listeners listen to more online: NPR or CNN?

PICIS Next session preview Which is the “true dud” of public radio web sites? –Discussion forums –Streaming audio –Chat rooms What is more important to listeners –Community events calendar –Bios and pictures of NPR hosts Your most powerful online opportunity is not your web site.

PICIS Next session preview The single phrase that would make 4 out of 5 listeners more willing to pledge online.

PICIS Web site Contains a copy of this presentation, PICIS research materials, and all findings released as part of the study.

Public Internet Consumer Insight Study Questions?

Public Internet Consumer Insight Study WKSU u Market Trends Research u CPB