Jacobs Media has conducted numerous Internet-based surveys of radio listeners since 1999. Last year, we conducted our first Public Radio Tech Survey, an extensive survey that included 70 Public Radio stations, generating more than 30,000 respondents. This August, we will conduct a follow-up survey, which will enable participating Public Radio stations to better understand technology and usage trends, allowing them to allocate resources and investments properly during challenging economic times.

>CLICK HERE TO CONTACT JACOBS MEDIA AND PARTICIPATE IN THE SURVEY<

The Executive Summary and other findings from last year's Public Radio Tech Survey can be found on the PRPD site.

Media Usage Pyramid from Jacobs Tech Survey 2008 - showing how radio listeners use old and new media, and how these habits are undergoing change

What is the PRTS2?
This follow-up national study to last year’s debut Public Radio Tech Survey will include the listeners and members of all of the participating radio stations. Once again, we are hoping that each format, region, and market size will be well-represented, allowing us to compare and contrast the technology habits by these, and other metrics. PRTS2 will also allow us to trend key datapoints from last year’s survey. The survey will be delivered via email to participating radio stations' databases as well as via on-air promotional mentions during the survey period..  Members of iMA, PRPD, and NPR stations are all eligible to participate in the Tech Survey.

Why does Public Radio need this survey?
Technology continues to grow at a rapid rate, while consumer behavior is changing as well.  Three years ago, social networks and YouTube were in their infancy.  Today, they are having a significant impact on consumer behavior.  Every year, new technologies and gadgets enter the fray - such as Twitter and iPhones.  As a result, all media are grappling with the optimal strategies of investments in digital strategies that are congruent with listener needs and economic realities.  However, most Public Radio stations don't have a clear measurement of what their listeners are engaged in most often - streaming, podcasting, texting, satellite radio, etc.  PRTS2 will further the progress made with the debut of the '08 study to help each participating radio station set priorities based on their listeners' behavior, as we continue our goal of making this an annual project so we can track the trends.

What will my radio station receive?
Each participating radio station will receive an Executive Summary, the total survey results, as well their individual station results so they compare their audience's habits to their format, as well as to all Public Radio stations.  The data will be delivered on CD to each station.  There will also be a free  PRTS2 webinar to review the national results in late September.

How complicated is it for my radio station to participate?
Because we've conducted numerous multi-station Internet-based polls, we have our systems refined to the point where there will be minimal intrusion and hassle for participating stations.  For PRTS2 we will provide links, suggested copy for your web site as well as for on-air promotional announcements.  We will post the survey for you online and remove it when it's complete.  And we will communicate with you every step of the way.

Example of trending pattern for iPod & Mp3 ownership found in Jacobs Media Tech Survey over the last four years.

How will respondents participate in the PRTS2?
We are recommending that participating stations use a combination of email databases, on-air promotional announcements, and display of a visible "button" on station websites.  In this way, the survey should cover members, as well as more casual listeners to each station.  Participation is self-selecting.  The survey duration is approximately 17-19 minutes in length. 

How big is the sample?
Each participating radio station will be allowed a maximum of 500 respondents to insure that no station is over-represented in the national or format-specific samples.  We will work with each station on how many emails to send out to achieve that proper response rate, and will track the results as they come in.  We also want to ensure representation of members and non-members, but some stations only have email databases of members, which is why we are encouraging on-air mentions to promote the survey.

What will you be asking about in PRTS2?
We have created a comprehensive questionnaire that will cover these categories and more:

Radio usage change by listening location Internet usage - amount and location Broadband access - location Cable/satellite TV ownership iPod/mp3 ownership and usage Video streaming Satellite radio subscribership Streaming audio/impact on radio listening Social networking site usage/profiles iPhone ownership & app downloading General smart phone usage habits

Blog usage News consumption sources Newspaper readership Cell phone ownership + application usage Text messaging usage and frequency Online shopping TiVo/DVR ownership/usage Trends in media/technology/device ownership and usage HD Radio awareness and ownership + intent to purchase

We will also include demographic information (age, gender, ethnicity, education, marital status) and membership.  Additional breakouts by these specific metrics can be purchased for a nominal fee.

What does PRTS2 cost?
Understanding the difficult economic conditions that stations are facing, we are holding our fees to the 2008 rate. The total cost for participation is $600 for individual radio stations and state networks that have concurrent programming across multiple signals. We are sensitive to the fact that there are "duopoly" situations and we will modify the pricing in these situations on a case-by-case basis.

Once again, National Public Radio is offering a $100 discount to stations that agree to provide the option to their participants of being included in the NPR Listener Panel. This is on an opt-in basis only and there's no penalty if a respondent chooses not to participate. NPR uses this panel to regularly ascertain opinions, attitudes, and trends on a wide range of issues facing Public Radio, including opinions about programs, fund raising, and more. Questions about the NPR Listener Panel should be directed to Lori Kaplan at NPR -- lkaplan@npr.org.

We also understand that fiscal years end at various times in the Public Radio system. To make the fee as painless as possible, please work PRTS2 around your FY. So, for example, if it ends on 9/30, you can make your payment before that date, or when your new FY begins in October. We are flexible and want to make it as affordable as possible.  

When will PRTS2 take place?
This year, the survey period begins on July 27, 2009, well ahead of the fall Pledge Drives. There is a 3-week window for stations ensuring flexibility. The deadline for stations to notify us of their participation is Monday, July 20th. The results of the survey will be delivered in at PRPD in September, with a free webinar that will be scheduled in late September.

Thanks to IMA, NPR, and PRPD for their support and participation in this Survey.