A few months ago, we wrote about the challenges  of radio advertising, such as a declining audience in the face of satellite radio, the Internet, ipods podcasts, etc. But there is one type of radio station that has seen its listener base double over the past decade–public radio. Though these stations were once considered sleepy outposts where senior citizens could hear classical music, nowadays they’re at the forefront of news and talk radio.

 The audience for public radio is generally well-off, college educated and a bit older. According to WUOT, a public radio station in Knoxville, Tenn., “Listeners are affluent, active consumers, business leaders and involved in their communities. Nearly 70 percent of all listeners are ages 25-54, with a median age of 42.”

 And the listeners are 117 percent more likely to have a household income of $150,000 or more, 72 percent more likely to enjoy bird watching and 231 percent more likely to be self-employed. All of these demographics mean that the audience is more likely to be able to afford a pet and the necessary products for pet ownership.
 

Corporate Sponsorship
What makes a station public is that it receives funding from the government and from listeners. Public radio is unique because it doesn’t accept advertising. So why are we discussing it in an advertising column? Because stations do accept corporate sponsorships. Corporate sponsors are often called underwriters, and the stations will mention the business and a brief tagline. A sample mention might be, “Morning edition on WIOU is brought to you by Main Street Pets, the tri-cities source for premium pet care needs. Located on Main Street for over 40 years.”

 This short message can pack a powerful punch. First of all, the number of corporate sponsorships are limited, so the mention won’t be competing with dozens of other advertisers. Second, the audience is less likely to change the station away from an advertising block like on another station. Third, the audience for public radio stations tends to have a stronger attachment to their station and may be more likely to support the station’s sponsors.

 One study by Audience Research Analysis showed that “More than 70 percent of public radio listeners say that a company’s support of public radio is a positive influence on their decision to purchase that company’s products and services.” And according to Jacobs Media Research, 88 percent of public radio listeners have a more positive opinion of a company when it supports public radio.

 To start with, ask existing customers if they listen to public radio. Also ask what other stations they listen to. Listen to public radio while in the store and see if customers comment. Also check what other kind of underwriters get mentioned on the station. If these are businesses your customers also frequent, it is a good sign.

 If the upscale and loyal public radio audience matches a store’s customer base, then supporting the local public radio station could be a wise investment of marketing dollars.


The husband and wife team of Eric Cohen and Joyce Shulman is the force behind the Ignition Team, a marketing and business consulting group with a specialty in the pet industry.