For many of us, Impeachment coverage has dominated our broadcast schedule and made it difficult to get all of our underwriting spots aired. But the special coverage has also highlighted what public media does best, bolstering support for our services. A report out in mid-December from the Radio Research Consortium shows that NPR member stations with full-time news formats saw an 18% increase in listening.
At KUOW in Seattle, Arvid Hokanson, director of audience, noticed the increased listening in his weekly broadcast and stream data and recognized an opportunity.
“If people are tuning in more now,” says Hokanson, “we should capture them.”
His goal: Connect the station’s coverage of this historic moment in listeners’ minds with an awareness of the singular value of the service.