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

2. 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

3. PICIS Session 1 Summary The more an e-commerce opportunity is perceived as directly relating to programming, the greater its acceptance by listeners. Listeners fear that the pursuit of online e- commerce revenue will cause us to violate our core values and principles. Without rival, the most important issue to public radio listeners considering a retail transaction with their station are privacy and security issues.

4. PICIS Session 1 Summary 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

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

6. PICIS Reasons for selecting online news and info

7. 92% agree - Operated by a known and trusted news organization 94% agree – Has in depth coverage of stories 91% agree – Covers major nat’l and int’l news stories 87% agree – Has up to the minute coverage 82% agree – Covers major local and state stories

8. PICIS Other r easons for selecting online news and info 53% agree - Links to interesting sites 42% agree - Photos and illustrations 35% agree - Audio streaming 8% agree - Chat rooms

9. PICIS Use of station web sites About 50% never visit station, network, or program Website Less than 10% visit at least once a week About 13% visit at least once a month

10. PICIS Use of station web sites 81% On air announcements 8% Through a search engine 6% While surfing the Web

11. PICIS Use of station web sites 67% Additional info about news reports 63% Archive of news from station or NPR 61% Additional information about music 60% Program schedules 59% Live, breaking news coverage 56% Listings of music played 52% Calendar of station events 51% Calendar of community events

12. PICIS Use of station web sites 41% Not downloading software to stream 37% Buy books and CD’s heard about on air 31% If the site downloaded more quickly

13. PICIS Online audio usage NPR.org –72% rarely or never –12% monthly or more BBC –84% rarely or never –3% monthly or more

14. PICIS Online audio usage CNN.com –81% rarely or never –4% monthly or more Public Radio Stations –69% rarely or never –7% monthly or more

15. PICIS Online audio usage 67% Listening to archive programming 49% Listening to distant station 47% Type of music not available locally 35% Listen local station with poor reception 24% Background music at the computer

16. PICIS Online audio usage “Radio by airwaves is a decades old tried and tested medium that works flawlessly. I think it is silly for WKSU and other broadcasters to try and adapt the Internet to be a live audio delivery medium when a perfectly operating solution already exists.” “Although I am interested in online audio in theory, I have never really used the website. I do plan to try out some of the other services it offers though.”

17. PICIS Use of station web sites “I use the Internet to look up specific information and little else.” “We really don’t need to have this service. Radio is sufficient.” “I spend very little time idly “cruising” websites. I have a life.” “It would be nice if they had a Singles section, so I could meet others who like to listen to classical music, keep up with current affairs, science, etc.”

18. PICIS Use of station web sites 53% believe they will spend more time on the Internet in two years than they do now

19. PICIS Websites as companions 72% agree – get a feeling of companionship when they listen to public radio programs 15% - get a feeling of companionship when they visit favorite Internet Websites 10% agree – get a feeling of companionship when they visit favorite public radio Websites

20. PICIS Websites as companions Websites are perceived as tools and utilities

21. PICIS Online membership Listeners contribute to stations because of programming. Our best opportunity to migrate those contributions online is to reinforce a “sense of purpose” that directly or indirectly reduces costs and improves the efficient use of resources.

22. PICIS Online membership 14% have never shopped or paid bills online 32% have shopped or paid bills online more than ten times in the last six months

23. PICIS Online membership 42% I didn’t know I could support my public radio station online 7% The online pledge process is too slow, too confusing, or does not operate properly.

24. PICIS Online membership 89% The assurance of security for your credit card when pledging online. 79% The assurance of privacy for any personal information you provide while pledging online

25. PICIS Online membership 67% Ease and convenience of supporting online 36% Being online at the time you decide to pledge

26. PICIS Online membership 62% An online pledge would help the station to meet a challenge grant 36% A special gift being offered only for online pledges 31% A drawing or giveaway offered only for online pledges

27. PICIS Online membership 54% Receive an e-mail reminder from station 62% Receiving e-mail membership reminders in place of mail or phone reminders. 82% Renewing your membership online if this would reduce expenses. 87% Renewing your membership online if this helps reduce the amount of time spent on-air raising money

28. PICIS Online membership “It is clear that current online server operating systems cannot maintain data security against hackers.” “Make a streaming audio feature available to those who have pledged so that you can hear regular programming WITHOUT pledge periods stuff after you have already donated. PLEASE! PLEASE!” “I wouldn’t mind pledging online if I still had the option of mailing I a check instead of a credit card# being given out.”

29. PICIS E-mail and online newsletters 61% interested in e-mail newsletters. 41% interested in weekly or more frequent. Listeners expect these to be content- rich and fairly intelligent to their own interests and tastes.

30. PICIS E-mail and online newsletters Listeners want to take advantage of technology to enhance their relationship with the station and it’s programming.

31. PICIS How to increase traffic Promote Your Website 50% have never visited a public radio Website 42% are not aware they can pledge online 59% heard about station Websites on- air.

32. PICIS How to increase traffic Promote Your Website Be specific Be consistent

33. PICIS Content centralizers Be a one stop shop for information interesting to public radio listeners

34. PICIS Content centralizers Use Website to complement on-air service Music listings Events and arts calendars Relevant links

35. PICIS Keep the site updated

36. PICIS

37. PICIS Basic Website Websites NOT a profit center

38. PICIS Online pledging Selling program-related items Underwriting [Not Advertising] Online Online additional gifts Online pledging Selling program-related items Underwriting [Not Advertising] Online Online additional gifts

39. PICIS Establishing a vendor relationship Favorable percentage of sales from a vendor Consistent & specific on-air promotion of Website e-commerce Continuous updates to include books and subjects heard on local and national programs Accomplishing this without being perceived as excessively ‘commercial’ by listeners

40. PICIS Online underwriting Additional gifts New givers

41. PICIS Stations Have Options

42. PICIS “I didn’t know it [website] was available.” “A great web site can’t hurt WUOM, it can only help!” “What is all this Internet nonsense! Public radio is public RADIO. I listen to public radio because I like the programming and I like the medium.”

43. PICIS Should we even have a web site? Absolutely.

44. Public Internet Consumer Insight Study Questions? http://www.wksu.org/picis

45. PICIS Web site http://www.wksu.org/picis Contains a copy of this presentation, PICIS research materials, and all findings released as part of the study.

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