MSU LIBRARIES -:_. RETURNING MATERIALS: Place in book drop to remove this checkout from your record. FINES wiII be charged if book is returned after the date stamped below. ABSTRACT THE NEW YORK METROPOLITAN AREA FM RADIO AUDIENCE: A TWO PART STUDY BY Leigh Trier Stowell Two audience research studies were conducted for WRVR (FM), owned by the Riverside Church in the City of New York, in an attempt to gather response data for the station's compilation of their FCC license renewal application. The first audience survey was designed to ascertain the needs and interests of the public in the principal city (New York) being served by WRVR. A systematic random sample of the five boroughs of New York City was selected in an effort to gather data which is representative of the pOpula- tion. Telephone interviewing was the method used for the administration of the questionnaire. The objectives of the second audience survey were to determine: (1) the demographics of the WRVR listening audi- ence, (2) the program needs and interests of the audience, and (5) the listening habits of the station's audience. A total of 5,050 questionnaires were mailed to peOple familiar with the station, and in most cases, listeners; church and station mailing lists were used. Leigh Trier Stowell The purpose of this thesis is threefold: (l) to report and evaluate the methodology used in the two audience studies, (2) to report a demographic analysis of the two sets of data, and (3) to briefly compare and discuss the findings of the two surveys. The evaluation of the research design of both audience studies, includes: (1) a discussion of the sampling proce- dures employed, (2) an analysis of each sample's demographic characteristics and validity for the purpose of the particu- lar survey, and (5) a discussion of the design and purpose of the questionnaires. The obtained survey response data of both surveys is analyzed and reported according to the demographic variables being measured; sex, age, and education. The distribution of these variables is reported for each question response category, in the areas of: (1) program preferences, (2) pro- gram needs, and (5) listening habits. The basic frequency distribution of reSponses is also reported. A comparison of the two sets of response data illus— trates the similarities and dissimilarities of the program preferences, program needs, and listening habits of the two respondent groups. Mention is made of the significance of the findings, as well as the clarification of those factors which possibly tended to bias the responses. The information provided in this thesis is a useful and significant contribution to the available data related to Leigh Trier Stowell FM radio audiences due to: (1) the nature of the market and the number of FM radios in the market studied, (2) the wide range of tOpics covered by the questionnaires (19 pro- gram areas were explored), and (5) the in—depth demographic analysis; reporting the distribution of the sex, age, and education variables for each question response. (J / / '/' J'C/ ‘0 THE NEW YORK METROPOLITAN AREA FM RADIO AUDIENCE: A TWO PART STUDY BY Leigh Trier Stowell A THESIS Submitted to Michigan State University in partial fulfillment of the requirements for the degree of MASTER OF ARTS Department of Television and Radio 1969 ACKNOWLEDGMENTS This research study was conducted under the supervision of Dr. Thomas F. Baldwin, Associate Professor of Television and Radio at Michigan State University. I am deeply grate— ful to Dr. Baldwin for his guidance and consultation during the tenure of the project. In addition, I would like to thank: Mr. Roderick Rightmire (my academic advisor during my course work at Michigan State), Mr. Peter Hoffman (for his constructive criticism of my questionnaire instruments, and for his friend- ship), Dr. Walter P. Sheppard (General Manager of Riverside Radio WRVR(FM), for the Opportunity of conducting the two studies), and, the entire staff of WRVR(FM). Finally, my heartfelt gratitude to my loving wife, Marilyn, whose patience and understanding provided the inspiration to continue. ii TABLE OF CONTENTS CHAPTER I. II. III. IV. V. THE INTRODUCTION . . . . . . . . . . . . Origin of the Study . . . . . . . . . . The Station . . . . . . . . . . . . . . The Research Design . . . . . . . . . The Purpose . . . . . . . . . . . . . . The Preview of Later Chapters . . . . . THE GENERAL AUDIENCE STUDY . . . . . . . . The Purpose and Objectives. . . . . . . Sample Design . . . . . . . . . . . . Sample Validity . . . . . . . . . . . . The Questionnaire . . . . . . . . . . . Interviewing Methodology. . . . . . Coding and Tabulation Methodology . . . The Preliminary Study . . . . . . . . . DEMOGRAPHIC ANALYSIS--GENERAL AUDIENCE STUDY Program Preferences . . . . . . . . . . Program Needs . . . . . . . . . . . . . Listening Habits. . . . . . . . . . . THE WRVR AUDIENCE STUDY. . . . . . . . . . The Purpose and Objectives. . . . . . . Definition of Respondents . . . . . . . Preliminary and Final Data Collection . The Questionnaire . . . . . . . . . . . Coding and Tabulation . . . . . . . . . Supplemental Data . . . . . . . . . . . DEMOGRAPHIC ANALYSIS—-WRVR AUDIENCE STUDY. Program Preferences . . . . . . . . . . Program Needs . . . . . . . . . . . . . Listening Habits. . . . . . . . . . . . iii Page CD U'lUlI-PUJH P: 14 19 2O 21 22 24 25 55 46 62 65 65 64 65 66 67 68 68 77 86 TABLE OF CONTENTS - Continued CHAPTER VI. SUMMARY AND CONCLUSIONS. . . . . . . . . . The General Audience Study: A Critique of Methodology . . . . . . . . . . . . . . The Value and Importance of the General Audience Study. . . . . . . . . . . . . The Nature of the Universe Studied. . . Wide Range of Topics Covered. . . . . . In-depth Demographic Analysis . . . . . The WRVR Audience Study: A Critique of Methodology . . . . . . . . . . . . . . A Comparison of the Survey Findings. . . . Program Preferences . . . . . . . . . . Program Needs . . . . . . . . . . . . . Listening Habits. . . . . . . . . . . . Summary of Findings: The General Audience Study . . . . . . . . . . . . . . . . SELECTED BIBLIOGRAPHY. . . . . . . . . . . . . . . . APPENDICES . . . . . . . . . . . . . . . . . . . . . I. The New York MetrOpolitan Area FM Radio Audience: A Preliminary Study . . . . . II. WRVR Audience Study--Final Tabulation of Questionnaire Responses. . . . . . . . . . III. WRVR Audience Study—~Final Tabulation: Demographics of Respondents. . . . . . . iv Page 101 101 106 106 106 107 108 110 111 112 115 114 117 119 119 164 167 LIST OF TABLES TABLE Page The General Audience Study 1. P0pulation distribution: sample vs. actual. . . 15 2. Interviewing results: usable sample . . . . . . 16 5. Age distribution: sample vs. actual . . . . . . 17 4. Respondent grOUp education distribution: "205" age bracket. . . . . . . . . . . . . . . . . . . 18 5. Interviewing periods: phone hours . . . . . . . 21 6. Program preferences: kinds of ppograms listened to regularly on FM radio . . . . . . . . . . . . 26 7. Sex variable: kinds of programs listened to regularly on FM radio. . . . . . . . . . . . . . 26 8. Age variable: kinds of programs listened to regularly on FM radio. . . . . . . . . . . . . . 27 9. Education variable: kinds of programs listened to regularly on FM radio . . . . . . . . . . . . 28 10. Program preferences: types of music listened to regularly on FM radio. . . . . . . . . . . . . . 30 11. Sex variable: types of music listened to regu- larly on FM radio. . . . . . . . . . . . . . . . 50 12. Age variable: types of music listened to regu- larly on FM radio. . . . . . . . . . . . . . . . 51 15. Education variable: types of music listened to regularly on FM radio. . . . . . . . . . . . . . 52 14. Sex variable: "Do you regularly listen to FM radio for news coverage?". . . . . . . . . . . . 54 LIST OF TABLES - Continued TABLE 15. 16. 17. 18. 19. 20. 21. 22. 25. 24. 25. 26. 27. 28. 29. 50. 51. 52. 55. 54. Age variable: percentage distribution of regu- lar listeners to FM radio news coverage. Education variable: percentage distribution regular listeners to FM radio news coverage. Program needs: "Please indicate whether you would like more or less of the program type, or whether you feel there is enough of the type. Sex variable: program needs . . . . . Age variable: program needs . . . . Education variable: program needs . . . Program needs: "more" responses analyzed by demographic variable . . . . . . . . . . Program needs: FM radio newscast categories of Sex variable: FM radio newscast program needs Age variable: FM radio newscast program needs Education variable: FM radio newscast program needs 0 O O O O O O O O O O O O O O O O C Program ideas: demographic summary of respond— ents . O O O O I O O O O I O O O O O O 0 Listening habits: attentiveness . . . . Sex variable: attentiveness . . . . . . Age variable: attentiveness . . . . Education variable: attentiveness . . . Listening habits: hours per day . . . . Sex variable: listening hours per day . Age variable: listening hours per day . Education variable: listening hours per vi Page 54 55 56 57 58 58 40 42 42 45 44 45 47 47 48 49 49 50 51 52 LIST OF TABLES - Continued TABLE Page 55. Listening habits: times of the day . . . . . . 52 56. Sex variable: times of the day . . . . . . . . 55 57. Age variable: times of the day . . . . . . . . . 54 58. Education variable: times of the day . . . . . . 55 59. Listening habits: station or program selection methodology . . . . . . . . . . . . . . . . . . . 56 40. Sex variable: station or program selection methodology . . . . . . . . . . . . . . . . . . 56 41. Education variable: station or program selec- tion methodology. . . . . . . . . . . . . . . . 57 42. Education variable: station or program selec- tion methodology. . . . . . . . . . . . . . . . . 58 45. Favorite station: frequency of responses . . . . 59 44. Favorite station: demographic summary of respondents mentioning stations . . . . . . . . . 61 The WRVR Audience Study 45. Program preferences: kinds of programs listened to regularly on FM radio. . . . . . . . . . . . . 69 46. Age variable: kinds of programs listened to regularly on FM radio . . . . . . . . . . . . . . 70 47. Education variable: kinds of programs listened to regularly on FM radio. . . . . . . . . . . . . 72 48. Program preferences: types of music listened to regularly on FM radio . . . . . . . . . . . . . . 75 49. Age variable: types of music listened to regu— larly on FM radio . . . . . . . . . . . . . . . . 74 50. Education variable: types of music listened to regularly on FM radio . . . . . . . . . . . . . . 75 vii LIST OF TABLES - Continued TABLE 51. 52. 55. 54. 55. 56. 57. 58. 59. 60. 61. 62. 65. 64. 65. 66. 67. 68. 69. Age variable: percentage distribution of regu- lar listeners of FM radio news coverage. . . Education variable: percentage distribution of regular listeners of FM radio news coverage. Program needs: "Please indicate whether you would like more or less of the program type, whether you feel there is enough of the type. Program needs: "more" responses analyzed by demographic variable . . . . . . . . . . . . Program needs: FM radio newscast categories or Age variable: FM radio newscast program needs Education variable: FM radio newscast program needs 0 O O O O O O O O O O O O O O I O O O 0 Program needs: unique program suggestions . Program needs: demographic summary of respond— ents . . . . . . . . . . . . . . . . . . . . Listening habits: attentiveness . . . . . . Age variable: attentiveness . . . . . . . . Education variable: attentiveness . . . . . Listening habits: hours per day . . . Age variable: listening hours per day . . . Education variable: listening hours per day Listening habits: times of the day. . . . . Age variable: times of the day. . . . Education variable: times of the day. . . . Listening habits: station or program selection methodology. . . . . . . . . . . . . . . . viii Page 76 77 78 80 82 85 84 85 86 87 88 89 9O 90 91 92 95 94 95 LIST TABLE 70. 71. 72. 75. OF TABLES - Continued Age variable: methodology. . . . . . . . . . . Education variable: tion methodology . . . . . . . Favorite station: Favorite station: respondents mentioning stations. ix demographic summary of station or program selection frequency of responses. station or program selec— Page 96 97 98 100 CHAPTER I THE INTRODUCTION The Federal Communications Commission license applica- tion and renewal forms require the applying station to exhibit the "methods used by the applicant to ascertain the needs and interests of the public being served by the J. station." Further, Attachment A to these same forms, states the requirement of: . . . documented program submissions prepared as the result of assiduous planning and consultation covering two main areas: first, a canvass of the listen— ing public who will receive the signal and who constitute a definite public interest figure; second, consultation with leaders in community life . . . who bespeak the interests which make up the community.2 Origin of the Study The following excerpt from a letter written to Dr. Walter P. Sheppard, General Manager of Riverside Radio WRVR (FM), 1Federal Communications Commission, "Application for Broadcast License” (New, Form 502; Renewal, Form 505), Section IV-A, Part I, 1.A., quoted in Documents of American Broadcast- ipg, ed. by Frank J. Kahn (New York: Appleton-Century-Crofts, Division of Meredith Corporation, 1968), p. 290. 2Federal Communications Commission, "Report and Statement of Policy Re: Commission En Banc Programming Inquiry," FCC 60-970, July 29, 1960 (25 Federal Register 7291, 20 Pike and Fischer Radio Regulation 1902), Ibid., p. 506. New York City, states precisely, the initial stages of the problem. The letter is from the station's Washington at- torneys, and is concerned with outlining the necessary steps to be taken by WRVR in the preparation of its licence renewal application. . . . the Commission expects . . . a general can— vass of the listening public. The purpose of this survey is to obtain an idea of the significant needs of the community which the facility serves. . . . your programming prOposals should be predi- cated upon and designed to meet the particular needs and interests which you have determined to exist in the community.3 Dr. Sheppard corresponded with the Michigan State Univer— sity Department of Television and Radio concerning the possi— bility of graduate students undertaking the surveys for WRVR. The following excerpt from a letter to Professor Thomas F. Baldwin, indicates WRVR's prOposal, and in turn, the author's entry into the project. Dr. Sheppard mentions two reasons for being interested in the audience study. The first is that, as a non-commercial station, WRVR has never had the funds to undertake a survey by a commercial company. Questions are often raised . . . about whom we are reaching, what they like about us, what they dislike, what they would like to hear us do that we are not doing. The second reason is the FCC's increased concern in what stations are doing to discover the needs of their communities and how they prOpose to fill them.‘ 3Letter from Daniel F. Collins, Law Offices of Wilner, Scheiner & Greeley, Washington, D. C., November 25, 1968. 4Letter from Dr. Walter P. Sheppard, General Manager, Riverside Radio WRVR (FM), New York, New York, August 16, 1968. The author was recommended to undertake the general audience canvass, and was subsequently approved by Dr. Sheppard. The Station WRVR first applied for an FM channel on February 7, 1957. A cross-application was filed by another concern for the same frequency, and it was not until July 20, 1960 that a construction permit was granted. The station went on the air January 1, 1961, and received its license to broadcast on March 16, 1961.5 Riverside Radio WRVR is owned by The Riverside Church in the City of New York. The following, taken from WRVR's ApStatement of Policy for the FM Radio Station, exemplifies the station's programming philosophy: Riverside's FM radio station will be the 'Voice on the Air' of The Riverside Church in the City of New York. Its programs must reflect the basic philOSOphy and objectives of the Church: liberal and dynamic in its approach to religion; inter-racial in its fellow- ship; international in its outlook; interdenominational in its inclusive fellowship; and intercultural in its concern. . . .6 WRVR is indeed a church-owned station, but as indicated, is not limited to religious-oriented programming. Instead, 5Roderick D. Rightmire, "Riverside Radio WRVR: The History and Development of a Church-Owned Radio Station" (unpublished M. S. thesis, Boston University, 1962), p. 59. 6"A Statement of Policy for the FM Radio Station" (unpub- lished statement, The Riverside Church, New York, 1960), p. 1, ibid., p. 75. ‘WRVR appears to be an autonomous extension of the church, programming to the interests of a wide range of peOple in the New York area. The Riverside station is designated by the Federal Com- munications Commission as Class B, which specifies that the station "render service primarily to a metropolitan district or principal city and surrounding rural areas."7 The Class B designation, COUpled with WRVR's programming policy, were two determining factors in the design of the research surveys. The Research Design As a Class B station, WRVR is licensed to serve the New York City district. Consequently, it was decided to con— duct the general canvass in the five boroughs which comprise New York City. This survey was designed to fulfill the Federal Communications Commission requirements, which were stated earlier in the chapter. The WRVR program format is directed to a wide variety of interest groups in the New York area. It was decided to supplement the general canvass survey with a mail question- naire sent to a large group of peOple familiar with WRVR, and in most cases, listeners. The purpose of initiating this second research study was to determine the effectiveness of 7Federal Communications Commission Rules and Regulations (Washington: United States Government Printing Office, June 1959), Vol. III, Part 3, Subpart B, pp. 113—114, ibid., 179. WRVR's present programming, and to identify the specific needs and preferences of this known audience. Both surveys were conducted during the month of January, 1969. The collected survey responses were coded, tabulated, and presented in summary form for the station's evaluation. 'WRVR, in turn, analyzed and interpreted the survey data, and ultimately, on March 1, submitted the report as an exhibit accompanying their license renewal application. The Purpose This thesis is based on the two research studies described above. The purpose of this thesis is threefold: (1) to report and evaluate the methodology used in the two audience surveys, (2) to report a demographic analysis of the two sets of data, and (5) to briefly compare and discuss the two survey findings. A Preview of Later Chapters The general audience study methodology is described and evaluated in Chapter II of this thesis. Emphasis is placed on five areas of importance: (1) the operational definitions of the Federal Communications Commission requirement of as- certaining the "needs and interests" of the public being served by a station, (2) the sampling procedure and sample validity, (5) the design and purpose of the questionnaire inquiries,(4) the interviewing methodology, and (5) the cod- ing and tabulation procedures. Chapter III is concerned with the in-depth demographic analysis of the general audience survey response data. The three demographic variables (sex, age, and education) are analyzed and reported for each question response category. The reported analysis of data is broken down into the three areas of inquiry: (1) program preferences, (2) program needs, and (5) listening habits. Tables illustrating fre— quency of response patterns and demographic variable distribu- tions are presented. Chapter IV of this thesis discusses the WRVR audience study methodology. Areas of interest covered are: (1) the purpose and objectives of the study, (2) the definition of the survey respondents, (5) the preliminary and final collec- tion of data, (4) the design of the questionnaire, and (5) coding and tabulation. The in-depth demographic analysis of the WRVR audience study response data is presented in Chapter V. Like the general audience study analysis, the data is reported accord- ing to: (1) program preferences, (2) program needs, and (5) listening habits. Tables illustrating frequency of re- sponse patterns and demographic variable distributions are also presented. Chapter VI presents a critical assessment of the two survey methodologies. Included in the critique, are comments related to: (1) sample validity, (2) questionnaire deficien- cies, (5) data collection procedures, and (4) the value and importance of the studies. A brief comparison of the two survey findings is also presented. CHAPTER II THE GENERAL AUDIENCE STUDY As discussed in Chapter I, the decision was made to con— duct two survey projects. The first, the general canvass, was designed to fulfill the Federal Communications Commission license renewal application requirements; namely, the deter— mination of the needs and interests of the public in the principal city being served by WRVR. The second survey, the mail questionnaire, was designed to determine the effective- ness of WRVR's existing programming, and to investigate the needs and interests of the station's known audience. This chapter is concerned with the discussion of the general audi- ence study methodology. The Purpose and Objectives Part I, 1. B., of the FCC "Application for Broadcast Station License," requires the applying station to: Describe in Exhibit No.____the significant needs and interests of the public which the applicant believes his station will serve during the coming license period, including those with respect to national and interna— tional matters.1 1Federal Communications Commission, "Application for Broadcast Licence" (New, Form 502; Renewal, Form 505), Section IV-A, Part I, 1.B. Further, section I. C. of the same document, requires the station to: List in Exhibit No.___ typical and illustrative programs or program series (excluding Entertainment and News) that applicant plans to broadcast during the com- ing license period to meet those needs and interests.2 The purpose of the general audience survey was to iden— tify and gather data concerning the needs and interests of the public being served by WRVR; which, in turn, would be evaluated and interpreted by the station in the compilation of exhibits in fulfillment of the requirements 1.B. and 1.C. stated above. The broad FCC requirement of ascertaining the "needs" and "interests" of the public, necessitated redefinition and refinement of the terms in order to be applicable to research study. Consequently, the author attempted to Operationally define the terms "needs" and "interests" in the following manner: 1. Needs. The word "need" implies a desire to eliminate an existing lack or void. Thus, in order to determine the respondent's "needs" within a broadcasting context, the author used the following questions as methods of "needs" identification: (a) "We would like to ask your Opinion about several FM radio program categories. Would you please indicate after each program category whether you would like more egg” Section Iv-A, Part I, 1.c. 10 or less of the program type, or whether you feel there ?"3 This inquiry was followed by is enough of the type 12 program categories; e.g., Discussion of the Fine Arts, Programs about Foreign History, Programs about Literature and New Books, etc. The purpose of the question was to identify those program types or areas of information which the respondent felt a "need" to have fulfilled by FM radio. (b) "We would like to know how you feel about FM radio news coverage. Do you feel there should be mgrp_or lpgg of the following types of newscasts, or is there enough of each type?" Six newscast types were listed after the question; e.g., National and International Newscasts, News Analysis and Commentary, Panel Discus- sion of News and Public Affairs, etc. The purpose of the inquiry was to identify the respondent's "needs" for news information on FM radio. (c) "Can you think of any kinds of FM radio programs that you would like to hear, that are not available at the present time?" This question was designed to allow the respondent an Opportunity to suggest program types or areas of information which would satisfy his personal "needs." The analysis of the collected responses to this question affords the Opportunity of identifying 3See Appendix I for complete questionnaire, pp. 156-142. 11 trends and selecting possible concepts for future programs. 2. Interests. The initial step of Operationally defin- ing "interests" is to incorporate the concept of the word into a broadcasting context. For the purpose of this study, "interests" are interpreted as: that which attracts and/Or holds listener attention. With this definition in mind, the questionnaire was designed to elicit responses concerning program preferences; or stated operationally, to elicit re- sponses concerning programs which are most frequently listened to. The following questions were asked in order to deter- mine respondent "interest": (a) "What kinds of programs do you listen to regularly on FM radio?" (b) "What types of music do you listen to regularly on FM radio?" (c) "Do you regularly listen to FM radio for news coverage?" A program format designed to appeal to the needs and interests of the audience is indeed worthless unless pre- sented at times when the audience will be listening. Conse- quently, the questionnaire contains several inquiries con- cerning listening habits. These are: (a) "Do you usually pay close attention to your FM radio while it is on, or do you usually have it on for background companionship?" 12 (b) "How do you decide what FM station or program to listen to?" (c) "Approximately how many hours per day to you listen to FM radio?" (d) "During what times of the day do you regularly listen to FM radio?“ (e) "What FM station, or stations, do you listen to most frequently?" Simply stated, the Objectives of the general audience survey were to ascertain: (1) the program preferences, (2) the program needs, and (5) the listening habits of the New York City FM radio audience. Sample Design A door-to-door general canvass of New York City was, for Obvious reasons, an impractical undertaking for our pur- poses. However, it was necessary that the survey metho— dology Obtain responses that were representative of the entire city's population. For this reason, a systematic random sampling technique was employed, to be used in con- junction with telephone interviewing. A systematic random sample is drawn by a procedure that has the following prOperties: (1) selection of sampling units from a frame is according to a mechanical procedure, generally accomplished through random numbers, and (2) the probability of selection of any individual sampling unit is 15 ascertainable from the nature of the procedure.‘ The principle Of randomization is at work with this type of sampling technique. Basically, this principle im- plies that: Since, in random procedures, every member of a pOpulation has an equal chance of being selected, members with certain distinguishing characteristics . . . will, if selected, probably be counterbalanced in the long run by the selection of members with the '0pposite' quantity or quality of the characteristics. 5 The size of the sample was set at 1,500 peOple. This allowed for (a) a 50% overdraw to accommodate discon- nected telephones and refusals, and (b) a 40% allowance for those households not having FM radios. The desired number of cooperating reSpondents with FM sets was set between 400 and 500. As will be discussed later, this projected figure proved to be most realistic; 476 completed questionnaires were obtained for tabulation. The 1,500 member sample was drawn from the five borough phone directories of New York City. According to the require~ ments of the systematic random sampling technique, each sampling unit was drawn from the directories according to a precise procedure, until the desired 1,500 units were secured.8 4National Association of Broadcasters, Standard Defini- tions of Broadcast Research Terms (New York: National Asso- ciation of Broadcasters, 1967), p. 52. 5Fred N. Kerlinger, Foundations of Behavioral Research (New York: Holt, Rinehart and Winston, Inc., 1964), pp. 56-57. 6See Appendix I for complete description of sampling procedures, pp. 155-155. 14 Sample Validity As stated earlier in the chapter, a sample drawn accord- ing to the systematic random sampling technique, results in the collection of sampling units which are representative of the universe (New York) from which they were drawn. It should be mentioned, however, that the selection of respondents from telephone directories possibly introduces a bias of under- representation of certain types of people: e.g., lower income individuals without phones, and higher income individuals with unlisted numbers. This problem is unavoidable with phone directory sampling procedures, and the possible resultant bias is unmeasurable. However, certain checks may be applied to the entire selected sample to determine the representative distribution of Specific population characteristics. To check the validity of the sample, it is helpful to compare the demographic characteristics of the sample with the demographic characteristics Of the pOpulation studied. Any marked differences between the two would suggest sampling error. Only slight differences, on the other hand, are indi— cations that the sample is representative. Unfortunately, the most accurate figures available are not the most current. The most recent New York City census data is found in the 1960 United States census report. Consequently, the author will use this information in the com— parison of the sample with the New York City pOpulation. Table 1 compares the percentage distribution per borough of the total sample with the actual borough pOpulation 15 TABLE 1.--POpulation distribution: sample vs. actual. Percent of Actual Percent Borough Sample of City* Manhattan 52 22 Queens 24 25 Staten Island 5 5 Brooklyn 25 54 The Bronx 15 18 * U. S., Department of Commerce, Bureau of the Census, United States Census Of Population: 1960, Final Report PC (1)-54A, Number of Inhabitantsp New York (U. 8. Government Printing Office, Washington, D. C., 1961), p. 25. distribution of New York City. As indicated, the drawn sample does appear to be representative of New York's pOpu- lation distribution. There is a slight over—representation of Manhattan listings, and conversely, an under—draw in Brooklyn. However, these differences are minor, and in all probability, do not affect the validity of the sample pOpula- tion characteristics. It must be borne in mind that the comparison of borough populations within New York City, is quite dissimilar to comparing the population characteristics of areas separated by many miles, in which the population characteristics of each area may, indeed, be quite different from one another. Thus, the 1,500 member sample very closely approximates the pOpulation distribution of New York City. However, the above table is only meant to illustrate the comparison of populations before the interviewing began. 16 In order to validate the responses secured during the interviewing period, it is necessary to compare the usable sample, or that part of the sample which completed the questionnaire, to the population of New York. Table 2 sum- marizes the interviewing results. TABLE 2.--Interviewing results: usable sample. Total Sample Size 1,500 Unusable Numbers, e.g., wrong numbers, disconnects, business numbers 160 Total Usable Sample 1,540 Completed interviews 895 Usable questionnaires 476 Unusable questionnaires 57* DO not own FM radio 582 Would not COOperate 140 No answer after third call 255 Language difficulty 25 Never listen to FM radio, but do own one 5 TOO Old to answer questions 2 Illness 6 Other 55 *Thirty-seven (57) questionnaires were discarded because they were incomplete. The demographic characteristics Of the 476 respondents who listen to FM and completed the questionnaire, compare favorably with the demographics of the general population of New York City. As Table 5 indicates, the age distribution in the respondent group is practically identical to that of the population Of New York. The very small percentage dif— ference appearing in the "20s" age bracket may be accounted 17 for by the post World War II "baby boom”; in 1960, these children were in their subteens, while now they comprise the inflated "20s" age bracket. TABLE 5.--Age distribution: sample vs. actual. Percent of Actual Percent Age Sample Of City* Teens 9 11 205 24 16 503 18 17 405 16 18 503 14 17 605 11 15 Over 70 6 7 *U. S., Department of Commerce, Bureau of the Census, United States Census of Population: 1960, Final Report PC (1)—54B, General POpulation CharacteristicsL New York (U. S. Govern- ment Printing Office, Washington, D. C., 1961), p. 86. The comparison of the two groups by education level is difficult, since the 1960 census report contains educational summaries for only those males and females 25 years of age or older. The respondent group, on the other hand, contains 45 individuals in their teens, and 115 people in the "205" age bracket; this latter bracket is intended for those indi- viduals ranging from 20 to 29. However, with these two existing discrepancies, the mean education level of both groups is very similar. The educa— tional mean of the respondent group is twelfth grade plus (12+), indicating that the average survey respondent is a high 18 school graduate, with a very small amount of college credit. The educational mean of the population of New York City, in 1960, was the eleventh (11th)grade, indicating that the average person was in, or had completed, the eleventh grade of high school.7 There are two factors which suggest that the present education mean is closer to the Obtained mean: (1) the edu— cational level of individuals in the United States has con— stantly been on the rise, prior to, and continuing after 1960, and (2) as indicated in Table 4, those individuals from the representative sample in their early twenties (not included in the 1960 data) have a higher probability of having a "high school or better" education, and thus have raised the mean level of education of the entire sample. TABLE 4.--Respondent grOUP education distribution: "20$“ age bracket. Education Code: 1 - 8th Grade or Under - Some High School - High School Graduate Some College - College Graduate - Post Graduate WOrk (DUN-FUN I Code Age Bracket 1 2 5 4 5 6 20$ 2% 14% 25% 50% 15% 15% 7U. S., Department of Commerce, Bureau of the Census, United States Census of POpulation: 1960, Final Report PC (1)-54C, General Social anc Economic Characteristics, New York (U. 8., Government Printing Office, Washington, D. C., 1962), p. 266. 19 The inclusion of this "20 through 24" age group, in the present study, contributes to the slightly higher mean level of education in the sample grOUp. The purpose of the pOpulation age, and education com- parisons has been to demonstrate the probability that those peOple selected for the sample, and, of that group, those who answered the questionnaire, were representative of the pOpulation of New York City. The indication that a repre- sentative pOpulation was secured, is supported by the two factors discussed: (1) a random sampling technique was used, and (2) the demographic checks applied, indicate a similarity to census data. The Qpestionnaire The general audience survey questionnaire contains 18 questions covering the areas of: (1) program preferences, (2) program needs, (5) listening habits, and (4) respondent demographics.8 Both Open—end and fixed-alternative question types were used. Since the survey was intended to gather data concerning only FM radio listeners, the questionnaire was designed to terminate the interview if a "no" answer was given to the first question, "Do you own an FM radio?" A further precau— tion in this regard, was the presence of the words "FM radio" 8See Appendix I for complete questionnaire, pp. 156—142. 20 in all twelve questions covering the three areas of broadcast inquiry. The two personal questions concerning age and education were placed at the end of the questionnaire. This was done to lessen the possibility of the respondent's becoming apprehensive early in the interview and refusing to go further. Interviewing Methodology Prior to the start of the telephone survey, two inter- viewer training meetings were conducted. The author served in the capacity of instructor, and was able to coach each of the 29 volunteer interviewers personally. Each had an Oppor- tunity to study the questionnaire and instructions fully, and to participate in interviewer-interviewee role—playing sessions. It should be mentioned that the volunteer interviewers were secured through the Riverside Church, but were not necessarily church members. Further, all interviewers were instructed not to mention the name of Riverside Church or WRVR during their telephone interviews. Five telephones were installed in a predesignated room of the church, expressly for the purpose of the survey. Thus, all interviewing could be completed from one central area, free from extraneous noise and interruptions. The telephone interviewing began on Friday, January 10, 1969, and continued for eight days, to January 18th. Every 21 effort was made to secure interviews during all periods of the day and night, from 9:00 A.M. to 9:00 P.M. This was done in an attempt to evenly distribute the types Of respond- ents secured; e.g., working peOple, stay-at—homes, and age groupings. Table 5 summarizes the interviewing period dis- tributions. TABLE 5.—-Interviewing periods: phone hours. Weekday Sat. & Sun. Total Time Hours Hours Hours Morning (9 A.M.-Noon) 57 7 44 Afternoon (Noon-6 P.M.) 29 25 54 Evening (6 P.M.-9 P.M.) 55 12 47 All interviewing periods were supervised by either the author or WRVR student interns, assigned to the survey project by the station manager. Periodic verification calls were made by the author in order to validate completed inter- views. A total of 60 such calls were made, and no false or incorrect interviews were discovered. Coding and Tabulation Methodology, Twelve of the 18 survey questions were precoded on the questionnaire. This meant that "judgment coding" was required 22 for only six Open-end question responses. The coding of these Open-end questions was accomplished through the use of a code book of pre-categorized responses; each assigned a number. The coder would assign a response number from the code book to the questionnaire response. This procedure was applied to all six Of the Open—end questions. In those cases where the exact placement of a response into a coded category was not precisely clear, another coder was asked to give his Opinion; in all such cases, consensus of opinion was attained. The tabulation of survey responses was done at the Michigan State University Computer Center. The coded ques- tionnaire responses were tranSposed directly to computer cards by professional Michigan State University keypunch Operators. These cards, in turn, were fed into the computer, which was programmed to print out the frequency distribution and respondent demographics for each question response. The Preliminary Study As discussed in Chapter I, WRVR's application for license renewal had to be filed by March 1, 1969. This time deadline required the reporting of the survey data in two install- ments: (1) the initial report of the basic frequency distri- bution of question responses, and (2) the in—depth analysis of the survey data by respondent demographic characteristics. The initial report is presented in its entirety in Appendix I of this research study. The purpose of this report 25 was to supply WRVR with the data necessary to help formulate a program prOposal, in fulfillment of the Federal Communi- cations Commission requirements. It was mailed to the station February 5, 1969. The second report, the in-depth analysis Of the reSpondent demographic characteristics, is presented in the text of this thesis. CHAPTER III DEMOGRAPHIC ANALYSIS - GENERAL AUDIENCE STUDY The demographic analysis Of the survey responses in— volves the reporting of the sex, age, and education varia- bles for each survey question. These variables will be reported and analyzed as collective responses in the areas of: (1) Program Preferences, (2) Program Needs, and (5) Listening Habits. Each area of study will be reported independently. Due to the extremely large amount of response data collected, the following analysis will be presented in sum- mary form. Only those response categories receiving the largest percentage of reSponses per question are demogra- phically analyzed. Additional information concerning those reSponse categories receiving smaller percentages of re- Sponse, may be Obtained from the Michigan State University Department of Television and Radio. The author has left the computer print-outs of the demographic variables with the department. 24 25 Program Preferences The questionnaire contains three questions designed to elicit responses concerning personal program preferences. Each inquiry was constructed to probe for responses in dif- ferent program areas. The first question asks for the kinds of programs the respondent listens to regularly on FM radio. The question was placed very early in the questionnaire, and was designed to Obtain Open-end reSponses concerning general program preferences. Multiple responses were accepted. Music was reported to be the most regularly-listened-to kind of program, followed by newscasts, discussion and talk programs, and foreign language programs. A considerable margin (approximately 4 to 1) separates first place music from its closest competitor, newscasts. Table 6 summarizes these data. The demographic analysis of the four most regularly— listened-to kinds of programs, reveals a slightly larger per- centage of males saying they listen regularly to music, newscasts, and discussion and talk programs. However, a slightly larger percentage of females reported regularly listening to foreign language programs. See Table 7. Music appears to have its greatest attraction to those individuals between their teens and forties. As indicated in Table 8, a very large percentage of respondents in these age brackets reported listening regularly to music programs. 26 TABLE 6.--Program preferences: kinds of programs listened to regularly on FM radio. Percent of Program Description Respondents* Music 85.71 Opera 1.26 Discussion and Talk Programs 5.88 Religious Programs 1.47 Newscasts 26.26 Programs about Literature and New Books .21 Foreign Language Programs 2.51 Programs about American and Foreign History .21 Miscellaneous 2.75 NO Response 5.78 *- Total number of respondents: 476. TABLE 7.—-Sex variable: kinds of programs listened to regularly on FM radio. Percent Program Description Male Female N=178 N=298 Music _ 90 85 Newscasts 28 25 Discussion and Talk Programs 4 2 Foreign Language Programs 2 5 27 TABLE 8.--Age variable: kinds of programs listened to regularly on FM radio. Age Program Over Description Teens 20s 50s 405 503 605 70 N=45 N=115 N=84 N=78 N=66 N=50 N=26 --------------- Percentage-----—--------——— Music 95 95 85 94 82 70 62 Newscasts 10 15 27 24 50 52 50 Discussion and Talk Programs 2 5 4 8 12 6 12 Foreign Language Programs 5 5 2 1 0 4 0 As the age Of the respondents increases above 50, the per- centage listening regularly to music decreases. The Opposite results were obtained in the newscast program category. The pOpularity of this kind of program increases in relation to the respondent's age, reaching its peak in the 60 year old age bracket. Similar results were obtained with the discussion and talk program category. With the exception of a dip in pOpu— larity in the 60 year Old age bracket, this type Of program's pOpularity climbs consistently from the teens on Up. The pOpularity of the different program categories does not appear to be effected by the education of the respondent. With the exception of the "eighth (8th) grade or under" education bracket, the percentage distribution of responses for each program type is relatively even. This one exception however, deserves mention. 28 As Table 9 indicates, the percentage of respondents in the “eighth (8th) grade or under" education bracket, who indicated they listen regularly to music programs, is con- siderably lower than the other education brackets. Conversely, newscasts, discussion and talk programs, and foreign language programs received a considerably larger percentage of respon- ses than were given by the other education groups. TABLE 9.-—Education variable: kinds of programs listened to regularly on FM radio. Education Code: 1 - 8th Grade or Under 2 - Some High School 5 — High School Graduate 4 - Some College 5 — College Graduate 6 - Post Graduate Work Code Program Description 1 2 5 4 5 6 N=50 N=85 N=127 N=91 N=61 N=46 ------------ Percentage------------—-- Music 52 89 88 95 87 91 Newscasts 48 24 25 25 50 24 Discussion and Talk Programs 12 4 4 9 7 4 Foreign Language Programs 8 1 2 1 2 2 The second question dealing with program preferences, asks what types of music the respondent listens to regularly on FM radio. This, tOO, is an Open-end question, but designed to probe for a specific type Of program preference; namely, music. 29 Table 10 summarizes the distribution of responses to this question. As indicated, the combined classical music categories are by far the most frequently mentioned music types, followed by rock 'n roll, pOpular, and jazz. It should be mentioned that the music responses were Open—end, and not assigned to pre-coded categories on the questionnaire. Consequently, the response given represents the respondent's personal definition of the music type; e.g., 15.07% of the reSpondents mentioned "popular" music as the type of music they regularly listen to. The definition of "pOpular" music may vary from one respondent to another, but collectively, they represent the survey category "General POpular". The following demographic analysis is based on the com- bination of the four possible responses of classical music: (1) CLASSICAL, Baroque and Renaissance Era, (2) CLASSICAL, Romantic Era, (5) CLASSICAL, Contemporary or 20th Century, (4) General Classical. It is felt that this combination does not affect the accuracy of the over—all response distributions; when comparing the different music categories, we are con- cerned only with the collective responses for each of the music types. Analysis Of male and female responses to the question reveals very similar percentage figures for the four most frequently mentioned music types. As indicated in Table 11, the largest disparity is only a three percent difference in total responses given by the male and female groups. 50 TABLE 10.——Program preferences: types of music listened to regularly on FM radio. Percent of Music Description Respondents* CLASSICAL, Baroque and Renaissance Era 8.82 CLASSICAL, Romantic Era 15.65 CLASSICAL, Contemporary — 20th Century 2.52 General Classical 26.47 Semi-Classical 9.05 Opera 11.76 Rock 'n Roll, Rhythm-and-Blues, Soul 22.27 Jazz 12.60 Folk Music 6.09 Country and Western 2.94 Broadway Showtunes, Movie Scores 9.24 Dixieland .21 Hymns and Sacred Music 2.10 Modern Big Band 2.51 General POpular 15.07 All Kinds 4.62 Miscellaneous 5.57 No Response 5.78 9(- Total number of respondents: 476. TABLE 11.-—Sex variable: types Of music listened to regu- larly on FM radio. Percent Music Description Male Female N=178 N=298 Classical 47 46 Rock 'n Roll 24 21 POpular 15 15 Jazz 11 15 51 As might be expected, age and the popularity of clas- sical music are directly related. The younger the respond— ent, the less likely he or she was to mention classical music as a regularly-listened—to type Of music. The Op- posite relationship exists with rock 'n roll music; the younger the respondent, the more pOpular the music type. Popular music was most frequently mentioned by teen- agers, and least often mentioned by those respondents in their seventies. The remaining age brackets are very similar in percentage distribution. Jazz was most frequently mentioned as a regularly- listened-to music type by those respondents in their twenties and thirties. It was least pOpular among those in their sixties and seventies. Table 12 summarizes these data. TABLE 12.-—Age variable: types Of music listened to regu- larly on FM radio. Age Music Over Description Teens 205 505 405 503 608 70 N=45 N=115 N=84 N=78 N=66 N=50 N=26 ----------------- Percentage—---—---------- Classical 25 57 44 54 55 56 46 Rock 'n Roll 67 54 17 15 17 2 8 POpular 19 16 12 17 12 16 8 Jazz 14 18 18 10 9 6 4 The analysis of the education variable, applied to the question responses, reveals a similar relationship to that 52 found with the age variable. The less educated the respond- ent, the less likely he was to mention classical music as a regularly-listened-to type of music. Classical music was mentioned by the largest percentage of respondents in the "post graduate work" education bracket. Conversely, rock 'n roll music was least pOpular among the higher educated reSpondents, and most pOpular among those with only "some high school" education. POpular music and jazz were mentioned the least number of times by those respondents with post college graduate educations. Both types appear to be most pOpular among those respondents with educations falling between "some high school" and "some college". Table 15 summarizes these data. TABLE 15.——Education variable: types of music listened to regularly on FM radio. Education Code: 1 — 8th Grade or Under 2 - Some High School 5 - High School Graduate 4 - Some College 5 — College Graduate 6 — Post Graduate Work Code Music Description 1 2 5 4 5 6 N=50 N=85 N=127 N=91 N=61 N=46 ------------- Percentage-------------- Classical 50 52 42 45 59 78 Rock 'n Roll 16 40 22 24 16 7 Popular 16 16 16 18 8 2 Jazz 10 14 16 12 15 9 55 The third question concerned with program preferences, asks the respondent whether he regularly listens to FM radio for news coverage. Unlike the first question, which asks for types Of programs regularly-listened—to, this ques- tion is concerned only with newscasts. The tabulation of responses to this question reveals a very similar distribution pattern to the one found when newscasts were mentioned as an Open-end program response. The one significant difference is that newscasts were only mentioned by 26% of the respondents when asked what kinds of programs they listen to regularly on FM radio. Yet, when directly asked about newscasts, 65% of the respondents said they regularly listen to FM radio for news coverage. This appears to indicate that perhaps the average FM listener does not tune to a station primarily for news, but does listen when it comes on as part Of the station's program format. A slightly larger percentage Of females reported regu- larly listening to FM radio for news coverage. This possibly indicates the preponderance of females in the audience dur— ing daytime FM radio newscasts (see Table 14). The largest percentage of respondents who said they regularly listen to FM radio for news coverage, were those 60 years Old or older. Newscasts were least often mentioned by those respondents in their twenties. Of interest, is the pOpularity of FM radio newscasts among teenagers. 54 TABLE 14.—-Sex variable: "DO you regularly listen to FM radio for news coverage?" Percent Re3ponse Male Female N=178 N=298 Yes 65 67 NO 55 51 Seventy—two percent of the teenage respondents reported regularly listening to FM radio newscasts. Table 15 summar- izes these data. TABLE 15.-—Age variable: percentage distribution of regular listeners to FM radio news coverage. Age Teens 203 50s 403 505 60s Over 70 N=45 N=115 N=84 N=78 N=66 N=50 N=26 -------------------- Percentage------—---------—-—— 72 57 60 57 67 80 77 FM radio newscasts appear to be most pOpular among those respondents with the least amount of education. Eighty—two percent of the reSpondents in the "eighth grade or under" education bracket reported listening to FM radio regularly for news coverage, while only fifty-two percent was reported by those with post college graduate work. 55 This appears to indicate that the more educated peOple turn to other sources for news coverage. TABLE 16.—-Education variable: percentage distribution of regular listeners to FM radio news coverage. Education Code: 1 - 8th Grade or Under 2 - Some High School 5 - High School Graduate 4 — Some College 5 - College Graduate 6 - Post Graduate WOrk Code 1 2 5 4 5 6 N=50 N=85 N=127 N=91 N=61 N=46 ------------------- Percentage—---——--------—------ 82 72 60 67 66 52 Progpam Needs Fifty-one FM radio stations serve the five borough area of New York City. The diversity of program formats and services vary tremendously. Consequently, it is important to determine the program needs of the audience in relation to the existing FM services available. The questionnaire contains two questions designed to ascertain the program needs of the New York FM radio audience. Both questions ask the reSpondent to declare an Opinion about existing program services. The tabulation of responses en— ables one to determine which programs there should be more 56 of, less of, or whether there is enough of the existing pro- gram type. The first question asks the respondent's Opinion con- cerning 12 existing program types. These data are pre— sented in Table 17. TABLE 17.—-Program needs: "Please indicate whether you would like more or less of the program type, or whether you feel there is enough of the type." NO Program Description More Less Enough Opinion ------ Percentage-——-------- Discussion of the Fine Arts 55 6 46 16 Discussion about POpular Culture 29 9 42 20 Religious Programs 21 10 50 19 Foreign Language Programs 28 9 41 25 Programs about American History 44 5 52 19 Programs about Foreign History 56 6 58 20 Science Programs 57 9 55 21 Fashion Programs 22 15 40 24 Programs about Literature and New Books 45 4 52 20 Do-It—Yourself Programs 26 11 59 25 Programs for Teenagers 52 7 55 28 Programs for Children 12 or Under 51 7 52 50 The methodology of reporting the percentage distribution illustrated in Table 17, will be a demographic analysis of the respondents answering "more" to the four program types receiving the largest number of such responses. These four program types are: (1) Programs about Literature and New Books, (2) Programs about American History, (5) Science Programs, and (4) Programs about Foreign History. 57 Analysis of the sex variable reveals a practically iden— tical percentage of males and females responding "more" to the "Programs about Literature and New Books" category. However, the other three program categories received a sig— nificantly larger percentage of male responses. See Table 18. TABLE 18.--Sex variable: program needs. . Percent Program Description Male Female N=178 N=298 Programs about Literature and New Books 45 44 Programs about American History 50 41 Science Programs 42 54 Programs about Foreign History 41 55 Respondents in their twenties appear to be the most interested in receiving more of the four program categories. Without exception, the 20-year-Old age bracket had the largest percentage of respondents requesting more of each of the pro- gram types. The second most interested age grOUp is comprised of those respondents in their forties. This age bracket was a very close second in requesting more science programs and programs about foreign history. Table 19 presents these data. The education brackets with the largest percentage of respondents asking for "more" of the program category seems to vary with the program type. The only consistent pattern 58 TABLE 19.--Age variable: program needs. Age Over Program Description Teens 203 503 405 508 603 70 N=45 N=115 N=84 N=78 N=66 N=50 N=26 ------------- Percentage------—--——-- Programs about Litera- ture and New Books 57 52 59 45 50 40 59 Programs about American History 57 55 42 41 42 46 46 Science Programs 55 42 59 40 52 54 55 Programs about Foreign History 50 44 29 41 55 58 19 appears to be that the largest percentage bracket for each program category is always above the "high school graduate" education level. See Table 20. TABLE 20.-—Education variable: program needs. Education Code: 1 - 8th Grade or Under 2 - Some High School 5 - High School Graduate 4 - Some College 5 - College Graduate 6 - Post Graduate Work Code Program Description 1 2 5 4 5 6 N=50 N=85 N=127 N=91 N=61 N=46 ------------ Percentage-------—-—--- Programs about Litera— ture and New Books 56 42 45 48 57 51 Programs about American History 42 44 50 42 55 57 Science Programs 50 42 57 42 56 57 Programs about Foreign History 50 52 58 40 58 59 59 The preceding analysis has been concerned with the four program types receiving the largest number of "more" respon— ses from the entire respondent group. A further analysis of the "more" responses, broken down by demographic variable, is of interest. Table 21 (on the following page) illustrates the program types receiving the largest number of "more" responses for each demographic category. The second question concerning program needs, was designed to probe for opinions about the role of FM radio newscasts. Several types of newscasts were read to the respondent, and he or she was asked whether there should be more, or less of the type, or whether there was enough at the present time. Table 22 summarizes the percentage of responses to each newscast category. The distribution Of responses, as illustrated in Table 22, clearly indicate a desire for more analysis and discussion type coverage of the news on FM radio. Analysis of the male and female responses to the question shows a slightly larger percentage Of females wanting more panel discussions of the news and public affairs. A practical— ly identical percentage of males and females responded "more" to the query concerning news analysis and commentary (see Table 25). The greatest desire for more panel discussions of news and public affairs is found in the 40-year-old age bracket. The lowest percentages of those respondents wanting more of this newscast type program are either in the 50—year-old or "over 70" age brackets. 40 mxoom 3oz pcm onsumuouflq usonm mamnmoum muOumflm CMOfiumfid usonm memumonm wand mcwm on» mo coammsomfln *muoumflm cmflmnom “Dona mEmumoum ousuasu Hoasmom usoflm mcoflmmsomfln mnoumwm cmowumfid usonm mfimnmoum mxoom 3oz pcm ousumuouflq usonm mEmumOHm mEmumOHm mocoflum muoumwm cmfiouom usonm mEmumOHm >H0umflm cmuwumfi< usonm mEmumoum mxoom 3oz pcm musumuouHA usoflm mamumoum mEmumoum mucmflom muoumflm cMOflHmE< usonm mamumoum wuoumflm cmamuom usonm mEmumOHm Hops: HO Na coupaflnu How mamnmoum %H0umflm cmufiHoE< usonm mEmHmOHm *mxoom 3oz paw OHDumHOUHA pzonm mamumoum *SHOumHm CMUHHOE¢ usonm mEmanHm *mEmumoum mmmsmcma cmflonom musuaso Hoasmom usonm coflmmsomfln mEmnmoum coflnmmm mummmcmoe mom mamumonm Hopes no me COHOHHSO you mEmumOHm muoumwm cmufinmfid usonm mEmumOHm. mxoom 3oz pcm wusumumuflq usonm mamumonm muoumflm cmwmnom usonm mamumoum mEmumOHm mocmflum mxoom 3oz paw ousamumqu usoflm mamnmonm HNP’) x-INN) HNI‘O x—INPO v-INI‘O x-INPO v-INPO fiNl‘O wow wow wow mom mom mamma "mod mHmEmm mam: uxmm noncommom :OHOS: m0 qu852 umomumq mcH>Hooom momma Emumoum Oflumfluouomumnu ucmpcommmm .maflmfium> OflsmmumOEop >9 Omnwamcm noncommou :OHOE= wmpomz Emumoumll.dm mqmda 41 .omcommou mo momMpcounom Hmoaucopw nuH3 mommy Emumoum * mxoom mxoom mxoom mxoom *mxoom mxoom knoumflm cmflmuom usonm mEMHmOHm mEmanHm wmmsmcma cmflonom 3oz paw ousumumuflq usonm mfimumoum muu¢ ocflm may mo coflmmsomfla 3oz pcm onsumnouflq usonm mEmumOHm wuoumflm GMUHHoE< usonm mEmumoum SHOumHm cowouom usonm memumoum *mEmumOHm moccaom muoumflm GMUHHOE¢ usonm mEmanHm 3oz pcm musumumuwa usonm mfimnmoum muoumflm cmflouom usonm mEmumoum 3oz Ucm mnsumumuflq usonm wemumoum wuoumwm CMOHHOE< “303m mEmumonm 3oz pcm musumuouflq usonm memumoum wEmumOHm mocmflum muoumflm CMOHHOEG usonm mfimumoum mummmcowa Mom memnmoum mEmumOHm msoflmflamm mucumwm cmowume< usonm nEmumOHm musuaso Hoasmom usonm mcoflmmsomfln *mEmumoum cocoaom OHDEHSO Hoasmom usonm mcoflmmsomfln 3oz Ucm musumumuflfl uSOQm mEmumoum huoumflm CMUfiHmE¢ usonm mfimumoum DO x—INPO '7‘le HNPO v-IN HNBO x-lNl‘O VINN) MHOB oumzpmuw umom mumspmuw omoHHOO omoHHOU oEOm mumspmuo Hoozom swam Hoosom swam oEom HOUCD HO mpmuw sum ucOwumosUm On H0>O 42 TABLE 22.--Program needs: FM radio newscast categories. NO Program Description More Less Enough Opinion -------- Percentage—--—----- National and International Newscasts 55 5 51 15 State Newscasts 29 5 55 15 Local Newscasts 50 1 55 16 Sportscasts 19 12 55 16 News Analysis and Commentary 57 5 45 15 Panel Discussion of News and Public Affairs 40 4 58 17 TABLE 25.-—Sex variable: FM radio newscast program needs. Percent Program Description Male Female N=178 N=298 Panel Discussion of News-and Public Affairs 57 42 News Analysis and Commentary 57 58 An entirely different percentage distribution is revealed in the tabulation Of responses to the "News Analysis and Com— mentary" inquiry. The largest percentage of those who wanted more of this newscast type are either in their twenties or seventies. The lowest percentage group is comprised of those in their teens. Table 24 summarizes these data. No effort will be made to explain this polarity of re— sponse to the newscast question. It is felt that the 45 explanation of this phenomenon can be determined only through further survey research. TABLE 24.-—Age variable: FM radio newscast program needs. Age Program Description Over Teens 205 505 403 50s 60$ 70 N=45 N=115 N=84 N=78 N=66 N=50 N=27 ----------- Percentage--------------- Panel Discussion of News and Public Affairs 57 44 52 46 44 44 51 News Analysis and Commentary 20 46 55 56 57 40 46 Unlike the age variables, the distribution of percent- ages among the education variables follows a logical and understandable pattern. The largest percentage of respondents desiring more Of both newscast types are either in the "high school graduate" or "some college" education brackets. This appears logical, or at least consistent with the previous findings, in that the higher educated respondents appear to go to other sources for news coverage. See Table 25. .The final question concerned with program needs asks the respondent: "Can you think of any kind of FM radio pro- gram that you would like to have, that is not available at the present time?" The purpose of this open-end question is to elicit unique program ideas from members of the existing FM radio audience. The analysis of the collected reSponses to 44 TABLE 25.--Education variable: FM radio newscast program needs. Education code: 1 - 8th Grade or Under 2 - Some High School 5 - High School Graduate 4 - Some College 5 - College Graduate 6 - Post Graduate Work Code Program Description 1 2 5 4 5 6 N=50 N=85 N=127 N=91 N=61 N=46 ------------ Percentage-—--—----—--— Panel Discussion of News and Public Affairs 56 55 45 47 44 55 News Analysis and Commentary 42 51 48 46 57 15 this question affords the Opportunity of identifying trends and selecting possible concepts for future programs. Eighty—three responses were given to the question, representing 17% of the total 476 completed questionnaires.1 From these responses, three trends become apparent: (1) A desire for informative programs concerning the critical is- sues Of our times, e.g., Drug Addiction, Negro History, European History, Current Events, (2) A desire for more liyg music and drama on FM radio, and (5) The use of FM radio as a source of information useful for everyday living, e.g., 1'The complete categorical listing of all responses is found in Appendix I, pp. 127-129. 45 Health and Hygiene Programs, Exchange and Trade Programs, and Addresses by the Mayor. A summary of the demographic characteristics of those who responded to the question follows: 1. A larger percentage of males reSponded with unique program ideas. This finding possibly supports another indi— cation, discussed in a later section of this chapter, that males pay closer attention to FM radio than do females. It seems logical that unique program suggestions would come from those most familiar with the existing services. 2. Those respondents falling in the age brackets be- tween the twenties and forties had the largest percentage of responses to the question. 5. The two education brackets with the largest per- centage of responses are "Post Graduate WOrk" and ”Some College." See Table 26. TABLE 26.--Program ideas: demographic summary of reSpondents. Male Female N=178 N=298 Percentage Responding 20 16 Age Over Teens 20s 50s 403 503 60s 70 N=45 N=115 N=84 N=78 N=66 N=50 N=26 Percentage Responding 16 20 25 21 9 12 15 continued 46 TABLE 26.—-Continued Education Code: 1 - 8th Grade or Under - Some High School - High School Graduate Some College - College Graduate - Post Graduate WOrk CDU'II'POJN I Code 1 2 5 4 5 6 N=50 N=85 N=127 N=91 N=61 N=46 Percentage Responding 8 8 17 28 16 50 Listeninngabits The questionnaire's third area of inquiry is the listen— ing habits of the New York City FM radio audience. It is felt that this type of information is necessary to supplement the findings concerning program preferences and program needs. The integration and coordination of the data from all three areas of inquiry must be completed before a station can truly design a program format that meets the needs of the community it serves. Consequently, the questionnaire contains five questions designed to secure responses to this third area of interest, listening habits. Analysis of the frequency distribution of responses to the question concerning attentiveness to the FM radio while it is on, reveals the largest percentage of respondents say- ing they use FM radio for background companionship. However, 47 only a two percent difference separates those who use FM radio for background companionship from those who pay close attention. See Table 27. TABLE 27.—-Listening habits: attentiveness. Response Percent of Respondents* Close Attention 40 Background Companionship 42 It Depends on the Program 16 No Response 2 *Total number of respondents: 476. It appears that men are slightly more attentive to the FM radio while it is on. When asked about attentiveness, more men than women said they pay close attention. It follows then, that more women said they use FM radio for back— ground companionship. A small percentage of both sex groups mentioned that attentiveness depends on the program that is being broadcast. Table 28 presents these data. TABLE 28.——Sex variable: attentiveness. R e Percent espons Male FemaIe N=178 N=298 Close Attention 42 59 Background Companionship 58 44 It Depends on the Program 17 14 48 The largest percentage of respondents who said they pay close attention to the FM radio while it is on, are in the 60 and 70-year-old age brackets. Background companionship received the largest percentage of responses from those in their forties and fifties. The "it depends on the program" response was given most often by teenagers and respondents in their forties. TABLE 29.--Age variable: attentiveness. Age Over Response Teens 20s 503 403 503 605 70 N=45 N=115 N=84 N=78 N=66 N=50 N=26 ------------- Percentage------------- Close Attention 57 40 59 55 56 54 54 Background Companionship 40 45 45 46 50 54 27 It Depends on the Program 25 17 17 18 14 10 8 As might be expected, those respondents with the higher educations appear to be the most discriminate listeners. The "some college" through "post graduate work" education brackets have the largest percentage of respondents saying their atten— tiveness depends on the program being broadcast. The largest percentage of those paying close attention to the FM radio while it is on, are in the brackets falling between "some high school" and "some college." Background companionship appears to be most pOpular among those respond- ents with "eighth (8th) grade or under" educations. See Table 50. 49 TABLE 50.—-Education variable: attentiveness. Education Code: - 8th Grade or Under - Some High School High School Graduate Some College College Graduate Post Graduate Work (DUMPUJNP I Code Response 1 2 5 4 5 6 N=50 N=85 N=127 N=91 N=61 N=46 ------------ Percentage-—--------- Close Attention 56 44 42 45 58 55 Background Companionship 54 41 50 51 56 59 It Depends on the Program 8 14 8 24 25 24 When asked, "Approximately, how many hours per day to you listen to FM radio?" the majority of respondents answered between one and three hours. Table 51 summarizes the re- sponses to this question. TABLE 51.--Listening habits: hours per day. Percent of Response Respondents* 1-5 Hours 58 5-5 Hours 25 5-7 Hours 7 7-9 Hours 5 Over 9 Hours 5 No Response 5 *Total number of respondents: 476. 50 The demographic analysis of the three most frequently mentioned response categories shows a practically identical percentage distribution between male and female responses. The percentage of male and female responses in the "1-5 Hours" category 3;; identical; while only one percentage point separates the groups in the "5-5 Hours" and "5-7 Hours" categories. TABLE 52.——Sex variable: listening hours per day. gprcent Response Male Female N=178 N=298 1-5 Hours 58 58 5—5 Hours 26 25 5-7 Hours 6 7 As indicated in Table 55, the majority of respondents in each age bracket reported listening to FM radio between one and three hours a day. Those respondents in their sixties had the largest percentage of responses in the "1—5 Hours" category, while those in their seventies had the least. The teenage and "20's" age brackets have the largest percentages of respondents who reported listening between three and five hours, while the "5-7 Hours" category is evenly distributed among all age brackets. Table 55 summarizes these data. 51 TABLE 55.-—Age variable: listening hours per day. Age Over Response Teens 203 505 403 503 605 70 N=45 N=115 N=84 N=78 N=66 N=50 N=26 ---------------- Percentage---------—--—-— 1-5 Hours 56 54 61 59 58 65 50 5-5 Hours 50 50 25 24 28 15 14 5-7 Hours 7 7 6 5 8 8 7 Parallel to the age bracket analysis, the majority of respondents in each education bracket reported listening to FM radio one to three hours per day. No other trends are apparent. The affect of the education variable varies sporodically with each response category. Consequently, a summary statement is impossible. The most meaningful evalu- ation of the education variable appears to be a category—by- category analysis of each response grouping. Table 54 presents the data for such an analysis. Once the demographic data has been gathered concerning the number of hours listened to FM radio per day, it is necessary to determine at what times of the day or night these audiences are available. To probe for this type of information, the respondent was asked, "During what times of the day do you regularly listen to FM radio?" Table 55 presents the response data. Females appear to dominate the morning FM audience, but taper off and share an approximately even ratio with males 52 TABLE 54.--Education variable: listening hours per day. Education Code: 1 - 8th Grade or Under 2 - Some High School 5 - High School Graduate 4 — Some College 5 - College Graduate 6 - Post Graduate Work Code Response 1 2 5 4 5 6 N=50 N=85 N=127 N=91 N=61 N=46 -------------- Percentage-—----------- 1-5 Hours 68 51 54 51 72 67 5-5 Hours 18 51 28 55 16 15 5-7 Hours 10 5 9 7 5 9 TABLE 55.--Listening habits: times of the day. Percent of Re3ponse Respondents* Morning 49 Afternoon 29 Evening 68 Midnight to 6:00 A.M. - 9 No Response 4 *Total number of respondents: 476. in the afternoon. Males take over in the evening, and appear to hold onto their domination during the midnight to 6 A.M. hours. 55 TABLE 56.——Sex variable: times of the day. Percent Response Male Female N=178 N=298 Morning 54 59 Afternoon 28 29 Evening 72 65 Midnight 12 5 The majority of respondents whose age falls between 50 and 70 reported listening to FM radio during the morning hours. The largest percentage of respondents listening during this period are in their forties, while the lowest percentage was reported by teenagers. Re5pondents in their seventies reported most frequently listening during the afternoon hours. This finding appears logical, in that a large prOportion of the other age brackets are either in school or at work during this time period. All age brackets had a majority of respondents that reported listening during the evening hours. This time period appears to be most popular among respondents in their twenties (75%). The "midnight to 6 A.M." time period is most pOpular among those re5pondents in their twenties and thirties. Table 57 summarizes these data. The education variable does not appear to influence the time of day or night the respondent listens to FM radio. As indicated in Table 58, the tabulation of responses reveals a 54 TABLE 57.—-Age variable: times of the day. Age Over Response Teens 205 505 405 505 605 70 N=45 N=115 N=84 N=78 N=66 N=50 N=26 - -------------- Percentage ------------ Morning 57 46 54 58 52 50 46 Afternoon 55 21 55 29 52 20 50 Evening 67 75 56 65 68 70 69 Midnight to 6:00 A.M. 5 10 12 5 5 8 8 relatively even distribution of responses per education bracket. There are two exceptions to this pattern that de- serve mention. The first exception appears during the afternoon listen— ing period. The percentages of response are evenly dis- tributed with the exception of the "college graduate" and "post graduate work" categories, which are considerably smaller than the others. The second exception appears during the evening listen- ing period. A large difference in percentage points sepa- rates the leading two brackets ("College Graduate" and "Post Graduate WOrk") from the rest of the audience composition. This finding indicates the probability that the higher edu- cated person is not likely to be in the evening television audience, but rather, is an FM radio listener. The question, "How do you decide what FM station or program to listen to?" was designed to elicit multiple 55 TABLE 58.—-Education variable: times Of the day. Education Code: 1 - 8th Grade or Under 2 - Some High School 5 - High School Graduate 4 - Some College 5 - College Graduate 6 - Post Graduate WOrk Code Re5ponse 1 2 5 4 5 6 N=50 N=85 N=127 N=91 N=61 N=46 ------------- Percentage-—----------- Morning 54 47 52 50 46 50 Afternoon 50 56 52 52 18 17 Evening 60 62 65 66 87 84 Midnight to 6:00 A.M. 4 4 15 12 8 7 Open-end answers concerning the respondents' selection of stations or programs. The analysis of responses to this question affords the Opportunity of determining station loyalty, program selection determinants, and dialing pro- cedures of the FM radio audience. Table 59 summarizes these response data. Analysis of the three most frequently mentioned respon- ses reveals a larger percentage Of males than females mentioning the newspapers as a source of station and program information. It also deserves mentioned that a larger per— centage of males (5% males, 1% females) reported consulting FM Guide and Qgg_magazines as listing sources. This indi— cates that perhaps males are more selective than females in 56 TABLE 59.—-Listening habits: station or program selection methodology. Percent of Re5ponse Respondents* FM Guide and §g§_Magazines 2.75 NewsPaper Comments and Listings 12.18 Word-of—Mouth 1.68 Random Dialing to Satisfying Program (Mood I'm In) 46.64 Habit (Favorite Station) 59.28 Stereo Light Goes On .21 Miscellaneous 1.89 No Response 5.99 *Total number of respondents: 476. their listening habits, and logically supports the earlier conclusion that males are more attentive to the FM radio while it is on. The other two most frequently mentioned responses, "random dialing" and "habit", were mentioned by a larger percentage of females. See Table 40. TABLE 40.—-Sex variable: station or program selection methodology. Percent Response Male Female N=178 N=298 Random Dialing to Satisfying Program 45 48 Habit (Favorite Station) 58 41 Newspaper Comments and Listings 15 11 57 The younger the respondent, the more likely he is to turn the FM radio dial until a satisfying program is found. The "random dialing" response was given by the majority of respondents in their teens and twenties; and then slowly decreases with age until a low of 28% was given by respond- ents in the "60'5" age bracket. Similarly, the older respondents reported "habit" or "favorite station" as the most frequent method of selecting a station or program to listen to. The "habit" response was least popular among teenagers. The newspaper was the third most regularly mentioned method of determining what station or program to listen to, and appears to be most popular among respondents in their sixties. Table 41 summarizes these data. TABLE 41.--Age variable: station or program selection methodology. Age Over Res onse Teens 205 505 405 505 605 70 P N=45 N=115 N=84 N=78 N=66 N=50 N=26 ------------- Percentage----—-------- Random Dialing to Satisfying Program 54 54 49 47 45 28 58 Habit (Favorite Station)25 57 58 45 56 50 46 Newspaper Comments and Listings 17 8 11 12 17 22 19 Analysis of the education variable reveals a very definite trend of response. "Random dialing" was most 58 frequently mentioned by respondents with educations between "high school graduate" and "college graduate". However, respondents in the highest education bracket ("Post Graduate Work"), less frequently gave "random dialing as their response; instead, "habit" or "favorite station" was most pOpular. Newspapers were most frequently mentioned by respondents with post college educations or degrees. See Table 42. TABLE 42.--Education variable: station or program selection methodology. Education Code: 1 — 8th Grade or Under 2 — Some High School 5 - High School Graduate 4 — Some College 5 - College Graduate 6 - Post Graduate Work Code Response 1 2 5 4 5 6 N=50 N=85 N=127 N=91 N=61 N=46 ------------ Percentage—-----—---—-- Random Dialing to Satisfying Program 46 46 49 51 51 57 Habit (Favorite Station) 42 52 56 41 41 50 Newspaper Comments and Listings 14 11 11 14 10 20 The final question concerning listening habits, asks the respondent to give the call-letters of the FM station, or stations, he or she listens to most frequently. Table 45 summarizes the responses to this question. 59 TABLE 45.--Favorite station: frequency of responses. Rank Station Percentage* Rank Station Percentage* (1) WOR 23.55 (16) WRVR 1.68 (2) WQXR 18.69 (17) WVNJ 1.26 (3) WPAT 12.81 (18) WFME 0.84 (4) WNEW 8.40 (19) WFMU 0.65 (5) WABC 7.14 (20) WHBI 0.65 (6) WCBS 7.14 (21) WFUV 0.42 (7) WBAI 4.85 (22) WPAC 0.42 (8) WTFM 4.83 (23) WBAB 0.21 (9) WPIX 4.62 (24) WHLI 0.21 (10) WNBC 4.20 (25) WHOM 0.21 (11) WNYC 3.99 (26) WJRZ 0.21 (12) WNCN 3.57 (27) WKCR 0.21 (13) WLIB 2.73 (28) WLIR 0.21 (14) WRFM 2.31 (29) WNYE 0.21 (15) WEVD 1.68 (30) WPRB 0.21 *The percentages are based on the total number of respondents: 476. As indicated, the four most frequently mentioned FM radio stations in New York City, in order, are: (1) WOR, (2) WQXR, (5) WPAT, and (4) WNEW. The audience demographic analysis of each station follows: 1. WQR, A larger percentage of males than females indi- cated they frequently listen to WOR. The station is by far (58%) most popular among respondents in their teens. Logic- ally then, the education bracket with the largest percentage of WOR responses is the "some high school" category. 2. flgxg, Again, a larger percentage of males than females reported frequently listening. With the exception of a slight dip in pOpularity among those in their fifties, 6O WQXR is most pOpular among respondents above 50 years Of age. The station is also most popular among respondents with higher levels of education. A considerable gap (11%) separates respondents with some college from the two higher categories, "college graduate" and "post graduate work". 5. WPAT, This station, while ranked third among those most frequently listened to, appears to appeal to all age grOUps and education levels. As indicated in Table 44, WPAT responses are evenly distributed among practically all cate- gories. The two exceptions are the dips in pOpularity among teenagers and respondents in the "some high school" educa- tion bracket. The station also seems to appeal slightly more to males than females. 4. WNEW. Six percent more males than females indicated they frequently listen to WNEW. The station is most popular among respondents in their teens and twenties; and among those in the "some high school" education bracket. Table 44 summarizes these data. It must be mentioned that the preponderance of male responses for each of the four stations appears to be caused by a larger percentage of females not responding to the question (males 25%, females 56%). This possibly tends to bias the tabulation of the demographic variables, by over-emphasizing the mascu- line gender. TABLE 44.-—Favorite station: 61 ents mentioning stations. demographic summary of re5pond- Percent Station Male Female N=178 N=298 WOR 27 21 WQXR 22 15 WPAT 16 11 WNEW 15 6 Age Over Station Teens 205 505 405 505 605 70 N=45 N=115 N=84 N=78 N=66 N=50 N=26 ---------------- Percentage-——------------- WOR 58 57 9 8 15 58 WQXR 7 6 26 26 17 25 WPAT 2 12 11 18 17 12 WNEW 26 15 4 8 5 0 Education Code: 1 - 8th Grade or Under 2 - Some High School 5 — High School Graduate 4 - Some College 5 — College Graduate 6 - Post Graduate Work Code Station 1 2 5 4 5 6 N=50 N=85 N=127 N=91 N=61 N=46 --------------- Percentage----------------- WOR 24 58 24 21 21 9 WQXR 10 6 15 19 50 54 WPAT 12 8 15 12 15 15 WNEW 2 15 8 12 5 2 CHAPTER IV THE WRVR AUDIENCE STUDY As indicated in Chapter I, the decision was made to conduct a second survey to determine the effectiveness of WRVR's present programming, and to identify the specific needs and preferences of the station's known audience. The rationale for this decision was that such a survey would provide the station with meaningful information con- cerning (1) the station's present program format, (2) the audience's needs and preferences, (5) the station's audience composition, and (4) the station's competition. Consequently, the WRVR audience study was decided Upon as being useful to the station in the compilation of their license renewal application; especially so in the determination of the station's fulfillment of Part II, section 4, which states: List in Exhibit No.___ typical and illustrative programs or program series (excluding Entertainment and News) broadcast during the year preceding the fil- ing of this application which serve the public needs and interests in applicant's judgment.1 1Federal Communications Commission, "Application for Broadcast License" (New, Form 502; Renewal, Form 505), Section IVeA, Part II, 4. 62 65 The Purpose and Objectives The Objectives of this survey were to ascertain: (1) the demographics Of the WRVR listening audience, (2) the program needs and interests of the audience, and (5) the listening habits of the station's audience. The purpose of the survey was to identify audience needs and interests, but unlike the general audience study, the known audience survey was directed to a specific group of people; namely, WRVR listeners. Thus, the need for a re- spondent group representative of the population of New York City was eliminated. Instead, the survey was concerned only with collecting data relating to the station and its audience. Consequently, the Obtained survey results are representative Of a portion of the station's audience, not of the population of New York City. Definition of Respondents In order to assess the program needs and interests of WRVR's existing audience, it was necessary to survey those people presumed to have some familiarity with the station. Consequently, it was decided to utilize the Riverside Church and WRVR mailing lists as sources for potential questionnaire respondents. A total of 5,050 questionnaires were mailed to the following: 1. 5,600 questionnaires-—mailed with one of the regular issues of the Riverside Church newsletter, Carillon. 64 The questionnaires went with COpies mailed to: a) all church members within a fifty-mile radius of the church, b) all non— member contributors to the church within the same radius, and c) to various people and organizations in the city who receive it as a courtesy or for informational purposes. The newsletter devotes the entire back page to WRVR program listings. 2. 500 questionnaires--mailed to people who have sent unsolicited donations to the station. 5. 250 questionnaires-—mailed to individuals who re— quested the regularly Offered (free) schedule of artists featured on the daily "Just Jazz with Ed Beach" program. 4. 700 questionnaires--mailed to peOple randomly se- lected from those who have written to the station in the preceding two years. Preliminary and Final Data Collection The March 15t deadline discussed in Chapter I, necessi— tated the reporting of the survey data in the same fashion as was required of the general audience study: (1) the ini- tial report of the basic frequency distribution of question responses, and (2) the in—depth analysis of the survey data by respondent demographic characteristics. The initial report, which was mailed to the station on February 5, 1969, is presented in its entirety in Appendix I of this thesis. The purpose of this report was to supply WRVR with listener data for the compilation of their license 65 renewal application. The second report, the in—depth analy- sis, is presented in the text of the following chapter. It must also be mentioned that the March 15t deadline required two separate questionnaire collection cut-off dates. The data presented in the preliminary report was tabulated from the 808 questionnaires received by January 25, 1969; this represents the total number of questionnaires received from the initial January 6th mailing to that date. The in—depth demographic analysis of the questionnaire responses is based on the total of 956 questionnaires re- ceived by the final cut—Off date, February 17, 1969. The Questionnaire The WRVR audience study mail questionnaire was designed to secure as many prompt returns as possible. This required: (1) printing the questionnaire in the form of a "Business Reply", postage-paid, first class letter, (2) printing the directions for completing and returning the questionnaire at the beginning of the instrument, (5) presenting the questions in a clear and legible fashion, and (4) offering a reward for the completion and prompt return of the questionnaire.2 With the exception of five additional questions on the WRVR audience study questionnaire directly referring to the station or the church, identical questionnaires were used for 2See Appendix I for complete questionnaire, pp. 160-165. 66 both the WRVR and general audience surveys. It should be mentioned that the purpose of these additional questions was to gather information concerning certain WRVR programs and program categories, and to obtain an approximate ratio of those who listen to the station and attend Riverside Church. This latter data was gathered for the church's records. Both Open-end and fixed-alternative question types were used. The two questions concerning the re5pondent's age and education were placed at the end of the questionnaire, in an effort to eliminate the possibility of the respondent's becoming apprehensive about his anonymity, and thus not com- pleting the questionnaire. It should be mentioned that the questionnaire does not ask the re5pondent's sex. This was an error made in the de- sign of the instrument, and ultimately prevented complete demographic analysis of the question responses. Thus, only the age and education variables are analyzed in the follow- ing chapter. Coding and Tabulation Thirteen of the 20 survey questions were pre-coded on the questionnaire; thus, "judgment coding" was required for only eight Open—end question responses. Identical procedures were used to code the Open—end question responses for both the general and WRVR surveys. As discussed in Chapter II, that procedure was: 67 1. Question responses were assigned a reSponse number from a code book of pre-categorized responses. 2. In those cases where the exact placement of a response into a coded category was not precisely clear, another coder was asked to give his Opinion; in all such cases, consensus of opinion was attained. As with the general audience study, the tabulation Of the survey responses was done at the Michigan State Univer- sity Computer Center, by professional keypunch operators and computer programmers. Supplemental Data The following chapter presents only those questions which, in the author's Opinion, provide meaningful demogra- phic data to this research study. Those questions requiring only a report of the frequency Of responses are presented in Appendix II of this thesis; and include (1) those questions referring only to WRVR and the Riverside Church, and (2) those questions which do not provide meaningful data when demogra- phically analyzed, e.g., "Does your FM radio play stereo broadcasts?" In addition, Appendix III presents the final tabulation of the demographic characteristics of the 956 respondents who returned the questionnaire by the final February 17, 1969, deadline. CHAPTER V DEMOGRAPHIC ANALYSIS--WRVR AUDIENCE STUDY The demographic analysis of the WRVR Audience Study responses will be reported in the same fashion as the General Audience Study analysis. The age and education variables for each survey question will be reported and analyzed in the three areas of inquiry: (1) Program Preferences, (2) Program Needs, and (5) Listening Habits. As indicated in Chapter III, due to the extremely large amount of response data collected, only those response categories receiving the largest percentage Of response per question will be demogra- phically analyzed in summary form. Additional information concerning those response categories receiving smaller per- centages of response may be obtained from the Michigan State University Department of Television and Radio. Program Preferences The mail questionnaire contains three inquiries designed to ascertain the respondent's personal program preferences. Like the General Audience questionnaire, each question was constructed to probe for responses in different program areas. 68 69 The first question asks what kinds of programs the respondent listens to regularly on FM radio. The purpose of the question is to elicit multiple, Open-end responses concerning general program preferences. As indicated in Table 45, music is by far the most pOpu- lar type of program mentioned; followed by newscasts, dis- cussion and talk programs, and religious programs. TABLE 45.—-Program preferences: kinds Of programs listened to regularly on FM radio. Percent of Program Description Respondents* \] Music Opera Discussion and Talk Programs Religious Programs Newscasts Programs about Literature and New Books Drama (Plays, Poetry) Foreign Language Programs Science Programs Programs about American and Foreign History Fashion Programs Children's Programs Programs about the History and DevelOpment of Music, both American and Foreign Miscellaneous No Re5ponse NI—‘N \IHUILOU'ICDCDQOCOCOQN NI-PO OOOOOIP-OQU'ICNUICO p. (DIP‘N *- Total number of respondents: 956. The popularity of music programs increases as the age Of the respondent decreases; e.g., music programs are most 70 pOpular among teenagers, and least pOpular among respondents over 70 years of age. It must be mentioned, however, that the majority of respondents in all age brackets mentioned regularly listening to music programs. Newscasts were mentioned most often by respondents in both the "50's" and "60's" age brackets. The teenage group, on the other hand, had the lowest percentage (17%) of respond— ents mentioning this type of program. The Opposite results were Obtained in the "Discussion and Talk Programs" category. This type of program was most pOpular among the teenage respondents, and least pOpular among those 60 years of age or Older. With the exception of a slight decrease in the 50 year- old age bracket, the popularity of religious programs in- creases with age. As indicated in Table 46, religious pro- grams are, by far, most pOpular among respondents over 70 years old. TABLE 46.—~Age variable: kinds of programs listened to regu- larly on FM radio. Age Over Program Teens 205 505 405 505 605 70 Description N=11 N=82 N=155 N=208 N=194 N=156 N=95 --------------- Percentage---—---—----—-- Music 94 95 84 85 84 74 55 Newscasts 17 29 27 26 51 54 27 Discussion and Talk Programs 44 25 55 28 25 15 15 Religious Programs 11 14 8 12 15 18 55 71 The pOpularity of music programs remains relatively con— stant for respondents in all education brackets. The largest percentage of respondents (91%) who mentioned regularly listening to music programs are in the "eighth (8th) grade or under" bracket; the smallest percentage (79%) who mentioned music are in the "college graduate" grOUp. The pOpularity of newscasts climbs consistently with education; respondents with "eighth grade or under" educa- tions (9%) on up to respondents with post college graduate study (50%). The education of the respondent does not appear to sig— nificantly affect the pOpularity Of discussion and talk pro- grams. With the exception of a dip to 18% in the "eighth (8th) grade or under" bracket, the percent of times this type of program was mentioned by the other education groups is very similar. Likewise, religious programs seem to appeal to all edu— cation groups. There is, however, a significant drOp in popularity among respondents in the "some high school" edu- cation bracket. See Table 47. The second question concerned with program preferences asks the respondent what types of music he listens to regu- larly on FM radio. Like the preceding question, this too is an Open-end inquiry, designed to elicit multiple responses. However, unlike the preceding question dealing with general program preferences, this query probes for a specific type 72 TABLE 47.--Education variable: kinds Of programs listened to regularly on FM radio. Education Code: - 8th Grade or Under - Some High School High School Graduate Some College College Graduate Post Graduate Work OEU'IIP-(NNP I Code Program Description 1 2 5 4 5 6 N=11 N=55 N=124 N=105 N=242 N=516 Music 91 80 85 82 79 82 Newscasts 9 17 22 25 54 50 Discussion and Talk Programs 18 29 28 51 24 24 Religious Programs 18 6 14 15 20 14 of program preference; namely, music. Table 48 summarizes the distribution of responses to this question. It should be mentioned that all responses relating to classical music were grouped into the broad category "Clas- sical, All Eras." This procedure was applied during the coding of all mail questionnaires, prior to tabulation. Also, as previously mentioned, the responses to this question were Open—end, and not assigned to pre-coded categories on the questionnaire. The "Classical, All Eras" music category was, by far, the most frequently mentioned music type; followed by jazz, pOpular, and Opera. As Table 48 indicates, a wide margin 75 (approximately 2 to 1) separates classical music from its closest competitor, jazz. TABLE 48.-—Program preferences: types of music listened to regularly on FM radio. Percent of Music Description Respondents* Classical, All Eras Opera Rock 'n Roll, Rhythm-and—Blues, Soul Jazz Folk Music I-‘(D 00 Country and Western Broadway Showtunes, Movie Scores Dixieland Polkas Hymns and Sacred Music Modern Big Band Popular (Contemporary) Miscellaneous NO Response .4 I'P-OitPl-‘CNOONOQJUINCNO mmeommqoocnomor-‘m p * Total number of respondents: 956. The "teens" age bracket is the only bracket not having a majority Of respondents mentioning classical as a regularly— listened—to type of music. Classical music appears to be most pOpular among respondents in their fifties. Jazz, on the other hand, received the largest percentage Of responses from teenagers. This type of music appears to be most popular among respondents ranging from their teens to their forties. Jazz loses pOpularity consistently from the "405" age bracket on up to the "over 70" bracket, where 74 only five percent of the respondents mentioned it. POpular music consistently declines in pOpularity as the age of the respondent increases. Logically then, this type of music is most pOpular among the teenagers and least popular among those 70 years of age or Older. None of the teenage respondents mentioned opera. With the exception of this group however, opera received a rela— tively even distribution of re5ponses from all age groups. Table 49 summarizes these data. TABLE 49.--Age variable: types Of music listened to regu— larly on FM radio. Age Over Music Description Teens 205 505 405 505 605 70 N=11 N=82 N=155 N=208 N=194 N=156 N=95 --------------- Percentage--------——---- Classical, All Eras 59 65 65 62 68 56 50 Jazz 67 45 45 54 55 15 5 POpular 28 24 16 15 17 10 2 Opera 0 10 11 15 14 14 14 The less educated the respondent, the less likely he was to mention classical music as a regularly-listened—to type of music. As might be expected then, classical music was men- tioned most often by respondents in the "post graduate work" education bracket. Jazz appears to be most pOpular among respondents in the "some high school" education bracket. This type of music 75 seems to lose its appeal as the respondent becomes more edu— cated. Logically then, jazz received the least number of responses from respondents with post college graduate educa- tions. Popular music consistently declines in the percentage Of times mentioned as the education of the respondents in- creases. Thus, coupled with the information from the age variable analysis, pOpular music can be said to have its greatest appeal among teenagers with less than a high school education. Except for a dip in popularity among respondents in the "some college" education bracket, Opera seems to appeal equally to those respondents with educations above high school graduate. Table 50 summarizes these data. TABLE 50.--Education variable: types of music listened to regularly on FM radio. Education Code: - 8th Grade or Under Some High School High School Graduate Some College College Graduate Post Graduate WOrk 0301?me I Code 1 2 5 4 5 6 Music Description N=11 N=55 N=124 N=105 N=242 N=516 ------------- Percentage--------------- Classical, All Eras 46 45 51 61 65 69 Jazz 56 71 51 40 54 29 POpular 27 20 20 14 15 11 Opera 0 5 15 9 15 15 76 The third, and final, question dealing with program preferences, asks the respondent whether he regularly listens to FM radio for news coverage. The question was designed to elicit a "yes" or "no" response. Tabulation of the responses to the question reveals a larger percentage of respondents (48%) saying they do not regularly listen to FM radio for news coverage; 42% said they did regularly listen, and 10% did not respond to the question. Newscasts are least pOpular among those respondents at both extremes of the age scale; namely, the "teens" and "over 70" brackets. With the exception of a loss of popularity among respondents in their forties, newscasts seem to appeal primarily to those re5pondents ranging from 20 to 70 years of age. See Table 51. TABLE 51.--Age variable: percentage distribution of regular listeners to FM radio news coverage. Age Over Teens 205 505 405 505 605 70 N=18 N=82 N=155 N=208 N=194 N=156 N=95 ----------------------- Percentage—--—----—------——- 29 46 46 58 49 47 51 Analysis of the education variable reveals an interest- ing, yet somewhat confusing, finding. The largest percentage 77 of respondents who said they regularly listen to FM radio for news coverage, are in the "8th grade or under" bracket. Yet FM news coverage was least popular in the next higher bracket, "some high school." Excluding these two extremes, newscasts seem to appeal relatively equally to all education levels above "some high school." Table 52 summarizes these data. No effort will be made to explain this unusual finding. It is felt that the explanation of this phenomenon can be determined only through further survey research. TABLE 52.--Education variable: percentage distribution of regular listeners to FM radio news coverage. Education Code: 1 - 8th Grade or Under 2 - Some High School 5 — High School Graduate 4 — Some College 5 - College Graduate 6 - Post Graduate Work Code 1 2 5 4 5 6 N=11 N=55 N=124 N=105 N=242 N=516 ------------------- Percentage----—----------------- 60 51 42 44 47 45 Program Needs The mail questionnaire has two questions designed to ascertain the program needs of WRVR's listening audience. 78 Both questions ask the respondent to declare an Opinion about existing FM program services. The program types listed on the questionnaire are not necessarily being broadcast by WRVR, but rather, represent a cross-section of program types presently being offered in New York City. The tabulation Of responses to these questions will enable WRVR to determine which program types there should be more of, less of, or whether there is enough of the existing program type. The first question asks the respondent's opinion concern- ing twelve existing program types. Table 55 summarizes the distribution of responses to this question. TABLE 55.—-Program needs: "Please indicate whether you would like more or less Of the program type, or whether you feel there is enough of the type." No Program Description More Less Enough Response --------- Percentage------—-- Discussion of the Fine Arts 29 6 55 50 Discussion about POpular Culture 22 9 55 55 Religious Programs 18 11 59 52 Foreign Language Programs 14 14 52 41 Programs about American History 51 6 27 57 Programs about Foreign History 28 7 26 58 Science Programs 28 6 27 58 Fashion Programs 6 20 50 45 Programs about Literature and New Books 59 4 24 55 Do-It-Yourself Programs 19 15 26 42 Programs for Teenagers 19 9 28 44 Programs for Children 12 and Under 25 8 26 45 79 As indicated, the four program types receiving the largest percentage of requests for "more" of that type, in order, are: (1) Programs about Literature and New Books, (2) Programs about American History, (5) Discussion of the Fine Arts, and (4) Programs about Foreign History. The analysis of the age and education variables applied to the "more" responses failed to reveal any significant dis- tribution patterns Of response. The only consistent finding was, that with the exception of those respondents over 70 years of age, all age brackets have the largest percentage of "more" responses to the "Programs about Literature and New Books" inquiry. The program types receiving the largest number of "more" responses for each demographic category are illustrated in Table 54. The second question concerned with ascertaining program needs, asks the respondent his Opinion about several FM radio newscast program types. Like the preceding question, this too asks the respondent to indicate whether he would like more, or less of the type, or whether there is enough Of the program type at the present time. As indicated in Table 55, the two newscast categories which received the largest percentage of "more" responses are: (1) News Analysis and Commentary, and (2) Panel Discus— sion of News and Public Affairs. 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This possibly indicates the audience's desire for lengthier, in-depth, news coverage on FM radio; and a trend away from the hour-on- the-hour, short spot summaries. TABLE 55.--Program needs: FM radio newscast categories. No Program Description More Less Enough Response ------- Percentage—--------—- National and International Newscasts 27 4 41 29 State Newscasts 17 8 41 54 Local Newscasts 22 8 58 55 Sportscasts 8 20 56 57 News Analysis and Commentary 59 6 27 29 Panel Discussion of News and Public Affairs 55 8 27 50 Both newscast types ("News Analysis and Commentary" and "Panel Discussion of News and Public Affairs") received the largest percentage of "more" responses from respondents be— tween their teens and forties. As illustrated in Table 56, respondents in their twenties appear to be the most interested age group. It is interesting to note that the desire for more of the two newscast types sharply decreases after age 50. The affect of the education variable on the desire for more of the newscast types appears to vary with each category. The largest percentage of respondents asking for more news analysis and commentary are those with educations between 85 TABLE 56.-—Age variable: FM radio newscast program needs. Age Over Program Teens 205 505 405 505 605 70 Description N=11 N=82 N=155 N=208 N=194 N=156 N=95 -------------- Percentage—---------—--——- News Analysis and Commentary 44 58 45 44 52 29 51 Panel Discussion of News and Public Affairs 44 46 41 42 52 26 25 "some college" and "post graduate work." Panel discussions of news and public affairs received the largest percentage of "more" responses from those between "some high school" and "some college." Thus, it appears that news analysis and com- mentary appeals to the higher educated respondent. Table 57 summarizes these data. The final question concerned with program needs, asks the respondent: "Can you think of any kind of FM radio pro- gram that you would like tO have that is not available at the present time?" The question is open-end, and was designed to elicit multiple responses concerning unique program sugges- tions. A total of 102 responses to the question were secured during the preliminary tabulation of the response data.1 1The complete categorical listing of all responses is found in Appendix I, pp. 151-155. 84 TABLE 57.-~Education variable: FM radio newscast program needs. Education Code: 1 - 8th Grade or Under 2 - Some High School 5 - High School Graduate 4 - Some College 5 - College Graduate 6 - Post Graduate WOrk Code Program Description 1 2 5 4 5 6 N=11 N=55 N=124 N=105 N=242 N=516 ------------ Percentage-——--------- News Analysis and Com- mentary 27 57 54 45 42 41 Panel Discussion of News and Public Affairs 9 46 58 40 56 55 Fifteen additional responses were Obtained from those question- naires received after the preliminary data was reported. Thus, a total of 117 re5ponses were given to the question, represent— ing approximately 15% Of the total completed questionnaires. A total of 28 suggestions were made concerning educa— tional programs, centering around the issues of today, e.g., Negro History, Explanation of Social and Political Movements, Consumer Education, Foreign Countries' Domestic Problems, and Travel Programs. The greatest number of suggestions for any ppp_program type were for live music and drama. .A wide range of suggestions for music programs were given, e.g., Live Jazz from Various Night Clubs, Music from the Soviet Union, and Negro Gospel Music. 85 Table 58 presents a categorical listing of the additional responses secured after the preliminary survey data was re- ported. A number in parenthesis following a program sug- gestion represents the number Of respondents suggesting the particular type of program. ~All other program types were sug- gested by one respondent. TABLE 58.-—Program needs: unique program suggestions. Program Category Suggestion Educational Programs: French Language Programs (2) French Culture Programs Music Programs: Tapes from Opera Houses and Festivals "Reading Aloud" (2) Live Jam Sessions Salt Lake City Tabernacle Choir Dramatic Programs: .Plays Written for Radio Foreign Theater in English More Poetry Radio Drama (5) Bob and Ray A summary of the demographic characteristics of those who responded to the question follows: 1. The "505" age bracket has the largest percentage of responses to the question. It should be mentioned, however, that except for a very low percentage (2%) in the "705" bracket, all age groups have a very similar distribution of re5ponse percentage to the question. 86 2. It is interesting to note, that the education bracket with the largest percentage of response is the "8th grade or under“ group. All other education brackets have a rela- tively equal percentage of response distribution. Table 59 summarizes these data. TABLE 59.--Program needs: demographic summary of respondents. Age Over Teens 205 505 405 505 605 70 N=11 N=82 N=155 N=208 N=194 N=156 N=95 Percentage Responding 11 15 19 15 12 10 2 Education Code: 1 - 8th Grade or Under - Some High School - High School Graduate ~Some College — College Graduate — Post Graduate WOrk CDU'IIP‘UJN I Code 1 2 5 4 5 6 N=11 N=55 N=124 N=105 N=242 N=516 Percentage Responding 18 14 11 12 15 15 Listening Habits The questionnaire contains five inquiries designed to probe for responses concerning the FM radio listening habits of the respondent. The purpose of this area of inquiry, is 87 to supply WRVR with data concerning the listening habits of its audience, so that it may be coordinated and integrated with the preceding data relevant to program preferences and program needs. The ultimate Objective, of course, is to supply the data necessary for the determination of a meaning- ful program format. When asked about attentiveness to the FM radio while it is on, the majority of respondents (56%) said they pay close attention. Roughly one quarter (25.1%) Of the respondents said they use FM radio for "background companionship," and approximately 15% of the respondents said attentiveness depends on the program. Table 60 summarizes these data. TABLE 60.--Listening habits: attentiveness. Percent of Response Respondents* Close Attention 56 Background Companionship 25 It Depends on the Program 15 No Response 6 *Total number of respondents: 956. With the exception of those respondents in the "205" and "605" age brackets, all age groups reported a majority of responses in the "close attention" response category. The largest percentage of respondents who said they pay close 88 attention to the FM radio while it is on are in the "teens" bracket. The largest percentage of respondents saying they use FM radio for background companionship are in the "205" age bracket. None of the teenage respondents indicated that attentiveness depends on the program type. With this excep- tion, the distribution of the "it depends" responses is relatively equal for all age groups. See Table 61. TABLE 61.—-Age variable: attentiveness. Age Over Re5ponse Teens 205 505 405 505 605 70 N=11 N=82 N=155 N=208 N=194 N=156 N=95 ----------------- Percentage-——--——------—— Close Attention 85 49 59 56 57 47 64 Background Com- panionship 17 35 25 28 24 28 14 It Depends on the Program 0 15 11 15 15 14 11 The analysis of the education variable by response cate- gory reveals a rather unusual finding. Interestingly, the less educated the respondent, the more likely he was to answer "close attention." Conversely, of those respondents who said they use FM radio for background companionship, the higher educated ("Some College" through "Post Graduate WOrk") gave the largest percentage of response. The one logical finding is, that the higher the educa- tion of the respondent, the more likely he was to say that 89 his attentiveness depends on the program being broadcast. Table 62 summarizes these data. TABLE 62.--Education variable: attentiveness. Education Code: 1 - 8th Grade or Under 2 - Some High School 5 - High School Graduate 4 — Some College 5 - College Graduate 6 - Post Graduate WOrk Code 1 2 5 4 5 6 Response N=11 N=55 N=124 N=105 N=242 N=516 --------------- Percentage------------- Close Attention 75 68 69 62 52 50 Background Compan- ionship 18 14 14 21 52 50 It Depends on the Program 9 6 14 15 15 14 The question asking, "Approximately how many hours per day do you listen to FM radio?" was designed to Obtain further information concerning the respondent's listening habits. Table 65 illustrates the distribution of responses to this question. As indicated, the “1-5 hours" response is, by far, the most popular. The "over 70" age bracket has the largest percentage of respondents who reported listening between one and three hours per day; followed closely by those in their "605" and "teens." It is interesting to note the decline of respondents 90 TABLE 65.--Listening habits: hours per day. Percent of Response Respondents* 1—5 Hours 50 5-5 Hours 22 5-7 Hours 9 7-9 Hours 5 Over 9 Hours 4 NO Response 10 *Total number of respondents: 956. between the ages Of 20 and 49 who answered "1-5 hours." indicated in Table 64, As this group of respondents has the largest percentage of responses in the "5-5 hours" category, suggesting that these age groups listen to the FM radio more than the others. The "5—7 hours" response was most popular among respondents in their twenties and forties. Table 64 summarizes these data. TABLE 64.--Age variable: listening hours per day. Age Over Teens 205 505 405 505 605 70 Response N=11 N=82 N=155 N=208 N=194 N=156 N=95 ------------------- Percentage--——-----—---—--— 1-5 Hours 56 48 48 59 51 56 59 5-5 Hours 28 28 29 25 21 15 10 5—7 Hours 6 15 7 14 12 5 5 91 The effect of the education variable varies sporadically with each response category. Two meaningful trends are evident: (1) the higher educated respondents appear to listen to FM radio between one and three hours per day, and (2) the percentage distribution of "5-5 hours" responses is practical- ly identical for all education brackets above "High School Graduate." Table 65 summarizes these data. TABLE 65.--Education variable: listening hours per day. Education Code: - 8th Grade or Under Some High School High School Graduate Some College College Graduate Post Graduate Work OUUTI-PCNNP I Code 1 2 5 4 5 6 Response N=11 N=55 N=124 N=105 N=242 N=516 ------------------ Percentage---—----------- 1-5 Hours 46 29 42 58 57 55 5—5 Hours 18 54 25 25 21 25 5-7 Hours 18 6 15 15 8 7 The third question dealing with listening habits asked the respondent: "During what times of the day do you listen to FM radio?" The tabulation of responses to this question, coupled with the data from the two preceding questions, will assist WRVR in determining the FM radio audience composition during the various time segments of the day. 92 -As indicated in Table 66, evening appears to be the most pOpular FM radio listening period, followed, in order, by the morning and afternoon. The "midnight to 6 A.M." time period received the smallest number of replies. TABLE 66.--Listening habits: times of the day. Percent of Response Respondents* Morning 40 Afternoon 22 Evening 72 Midnight to 6 A.M. 8 NO Response 11 *Total number of respondents: 956. A large majority of respondents in all age groups re- ported listening to FM radio during the evening hours. Morning listening was most popular among respondents between 50 and 59 years of age, while "afternoon" received the larg- est percentage Of replies from respondents in their thirties. Late, late listening ("midnight to 6 A.M.") was most popular among teenagers and respondents in their "605", and then continued to decline in popularity until a low of 2% is reached in the "over 70" group. All education levels appear to be relatively evenly dis- tributed in the morning FM radio audience. With the excep- tion of the "some high school" (57%) and "post graduate work" 95 TABLE 67.——Age variable: times of the day. Age Over Teens 205 505 405 505 605 70 Response N=11 N=82 N=155 N=208 N=194 N=156 N=95 --------------- Percentage—--——--—---—-— Morning 55 54 45 45 45 54 51 Afternoon 25 21 27 21 20 17 24 Evening 78 71 77 78 70 69 60 Midnight to 6 A.M. 17 14 11 11 6 4 2 (56%) education brackets, all others have at least 40% who reported listening sometime during the morning hours. The largest percentage of respondents who said they listen to FM radio in the afternoon are in the "eighth grade or under" education bracket. A rather significant difference (19 percentage points) separates this group from the next largest “afternoon" response group, "some college." As might be eXpected, a large majority of all education brackets reported listening during the evening. The largest percentage of re5ponses for this period were given by teen- agers (91%). Late evening (midnight to 6 A.M.) listening was most popular among respondents with "some college" edu- cation. It is also interesting to note that none of the respondents with "eighth grade or under" educations reported listening during the late, late evening hours. Table 68 summarizes these data. 94 TABLE 68.——Education variable: times of the day. Education Code: 1 - 8th Grade or Under 2 - Some High School 5 - High School Graduate 4 - Some College 5 - College Graduate 6 - Post Graduate Work Code 1 2 5 4 5 6 Response N=11 N=55 N=124 N=105 N=242 N=516 --------------- Percentage---—--—-----—- Morning 46 57 41 48 42 56 Afternoon 46 17 25 27 24 16 Evening 91 65 72 66 77 75 Midnight to 6 A.M. 0 9 7 14 8 8 The question, "How do you decide what FM station or pro- gram to listen to?" was designed to elicit multiple, open—end answers concerning the respondent's selection of stations or programs. Table 69 summarizes the distribution of responses to this question. As indicated, the most pOpular single method of selection is "random dialing to a satisfying pro- gram." However, it should be pointed out that approximately 60% of the re5pondents consult printed sources for informa- tion concerning station and program selection. These sources are: (1) "FM Guide and Cue Magazine," (2) "Newspaper Com- ments and Listings," and (5) "Carillon." This indicates that perhaps the WRVR audience is a rather selective group. 95 TABLE 69.—-Listening habits: station or program selection methodology. Percent of Re5ponse Respondents* FM Guide and Qpp_Magazines 29.4 Newspaper Comments and Listings 24.0 Word-of-Mouth 2.0 Random Dialing to Satisfying Program (Mood I'm In) 59.2 Habit (Favorite Station) 25.1 Stereo Light Goes On 0.5 Carillon 7.0 Miscellaneous 4.5 No Response 17.9 *Total number of respondents: 956. "Random dialing" appears to be most popular among re- spondents in their twenties and thirties. It then begins to decline in pOpularity as the age of the respondent increases. This method of station selection was least popular among respondents over 70. With the exception of a dip in popularity among respond- ents over 60 years of age, FM Guide and Qpp_magazines re- ceived a relatively even distribution of responses from all age groups. "Newspaper comments and listings" were reported to be the most popular sources of information concerning station selection among teenagers. See Table 70 for these data. Analysis of the education variable, likewise, reveals a somewhat surprising finding. It appears that as the 96 TABLE 70.—-Age variable: station or program selection methodology. Age Over Teens 205 505 405 505 605 70 Response N=11 N=82 N=155 N=208 N=194 N=156 N=95 --------------- Percentage-----------——- Random Dialing to Satisfying Program 59 49 48 56 56 55 29 FM Guide and Cue Magazines 22 21 20 25 24 12 7 Newspaper Comments and Listings 44 22 51 50 22 20 16 education of the respondent increases, so does the popular— ity of "random dialing to a satisfying program" as the method of station and program selection. As indicated in Table 71, "random dialing" was most pOpular among re5pondents with some college education on Up to "post graduate work.“ The author makes no attempt to explain this finding to the reader, other than to say that, as mentioned in Chapter IV, the findings of this study are not presupposed to be representative of New York City, but rather, represent the summary of responses secured from a non—representative mailing list. Further analysis of Table 71 clearly indicates that the identification of re5ponse trends to this question is, indeed, difficult. The one possible evident trend is that "news— paper comments and listings" received a relatively even dis— tribution Of responses from all education brackets above "eighth grade." 97 TABLE 71.--Education variable: station or program selection methodology. Education Code: 1 - 8th Grade or Under 2 - Some High School 5 - High School Graduate 4 - Some College 5 - College Graduate 6 - Post Graduate Work Code 1 2 5 4 5 6 Response N=11 N=55 N=124 N=105 N=252 N=516 --------------- Percentage—-—---------—- Random Dialing to Satisfying Program 27 57 56 42 41 59 FM Guide and Cue Magazines 46 8 27 21 18 17 Newspaper Comments and Listings 18 51 20 50 26 25 The final question concerning listening habits asks the respondent, "What FM station, or stations, do you occasional- ly listen to, other than WRVR (FM)?" The purpose of the question is to determine what other FM stations WRVR is shar- ing its audience with. Table 72 summarizes the responses to this question. As indicated, the four most frequently mentioned FM stations, in order, are: (1) WQXR, (2) WNCN, (5) WBAI, and (4) WNYC. A summary of the demographic characteristics of the re5pondent grOUps which indicated each station, follows: 98 TABLE 72.--Favorite station: frequency of responses. Rank Station Percentage* Rank Station Percentage* (1) WQXR 48.1 (23) WJRZ 0.5 (2) WNCN 25.6 (24) WHBI 0.4 (3) WBAI 23.2 (25) WPRB 0.4 (4) WNYC 20.1 (26) WHOM 0.3 (5) WLIB 13.0 (27) WLNA 0.3 (6) WPAT 13.0 (28) WALK 0.2 (7) WTFM 9.5 (29) WHLI 0.2 (8) WKCR 8.4 (30) WLIR 0.2 (9) WNBC 8.2 (31) WMMM 0.2 (10) WPIX 7.8 (32) WNYE 0.2 (11) WRFM 7.8 (33) WPAC 0.2 (12) WNEW 6.3 (34) WRLB 0.2 (13) WOR 4.3 (35) WSOU 0.2 (14) WABC 4.0 (36) WAWZ 0.1 (15) WCBS 4.0 (37) WBAB 0.1 (16) WFUV 3.1 (38) WCTC 0.1 (17) WVNJ 2.7 (39) WHTG 0.1 (18) WEVD 1.7 (40) WJLK 0.1 (19) WDHA 1.6 (41) WLAD 0.1 (20) WFAS 1.3 (42) WSTC 0.1 (21) WFMU 1.3 (43) WVHC 0.1 (22) WFME 0.9 (44) WVIP 0.1 *The percentages are based on the total number of respondents: 956. traction among respondents over 50 years of age. The station appears to have its greatest at- 1. WQXR. Likewise, WQXR was mentioned most often by respondents with college degrees and post college graduate credit. 2. WNCN. The station received the largest percentage of response from those respondents in the "505", "405", and "505" age brackets. As the education of the respondent in— creases, so does the popularity Of the station. 99 5. WBAI. The younger the respondent, the more likely he was to mention listening to WBAI. As indicated in Table 75, a definite trend of response is apparent; the station being most pOpular among teenagers, and least popular among those respondents over 70. The popularity of the station, however, does not seem to be affected by the education of the respondent. The distribution of responses among the education brackets for this station is relatively even. 4. WNYQ. None of the teenage re5pondents mentioned listening to WNYC. With this exception, however, the station appears to appeal relatively equally to all age grOUps. Similarly, the station appeals to all education groups, with a slight increase in popularity among the higher educated. Table 75 (on the following page) summarizes these data. 100 TABLE 75.--Favorite station: demographic summary of respond- ents mentioning stations. Age Over Teens 205 505 405 505 60s 70 Station N=11 N=82 N=155 N=208 N=194 N=156 N=95 -------------------- Percentage—---—-----——----—— WQXR 6 54 41 48 60 58 52 WNCN 11 25 52 50 27 25 21 WBAI 45 54 56 5O 21 12 7 WNYC 0 16 20 21 26 18 19 Education Code: 1 - 8th Grade or Under 2 - Some High School 5 - High School Graduate 4 - Some College 5 - College Graduate 6 - Post Graduate Work Code 1 2 5 4 5 6 Station N=11 N=55 N=124 N=105 N=242 N=516 ------------------- Percentage-------—--------—— WQXR 46 57 40 58 58 52 .WNCN 18 20 24 28 28 27 WBAI 27 52 20 51 25 25 WNYC 18 14 19 16 24 22 CHAPTER VI SUMMARY AND CONCLUSIONS The General Audience Study: A Critique of Methodology The decision to employ a systematic random sampling technique for the selection of the survey sample was based on three factors: (1) a complete census, or door—to-door canvass, of the population of New York City was, for obvious reasons, an impractical undertaking, (2) prOper utilization of this technique would result in the selection of a repre- sentative sample, and (5) costs could be held to a minimum through the use of telephone directories. As indicated in Chapter II, the demographic comparison of the distribution of the age and education variables among the sample and New York City's population provided supportive evidence that a representative sample had been obtained. A possible weakness of this premise, however, is that other demographic characteristics, such as ethnic origin and in— come, were not compared. Thus, the validity of the analysis of the survey findings is substantiated only by those compari- sons made, plus the statistical probability that systematic 101 102 random sampling procedures result in the selection of repre- sentative samples. Telephone interviewing was decided Upon, due to the inherent advantages of this technique: (1) the financial outlay could be held to a minimum, since all calls were "local", (2) the survey results could be obtained quickly (interviewing appointments and travel were not required), (5) the interviewing procedure was relatively simple (word- for-word reading from the questionnaire), and (4) interviewer suPervision was possible, since all calls were made from a centralized area within the church. It should be mentioned that telephone interviewing also has several shortcomings. As indicated in Chapter II, this method possibly introduces a bias of under-representation of certain types of peOple; e.g., lower income individuals with- out phones or those individual listings used by more than one family in tenement situations, and higher income indi- viduals with unlisted numbers. Other possible limitations include: (1) the necessity of keeping the interview short in length, in order to assure the completion of the question- naire, and (2) the inability to ask detailed questions re- quiring in-depth explanation. These limitations were evalu- ated during the process of selecting the interviewing methodology, and were considered tolerable for the purpose of the study. Analysis of the general audience study questionnaire and its design follows: 105 1. Time limitations were an important factor throughout the entire survey project, e.g., the questionnaire was designed and briefly pre—tested within eight days time. Consequently, certain questions were imperfect in their word- ing and design. Also, certain areas of inquiry were left out. 2. The questionnaire did not ask for the ethnic origin or income of the re5pondent. -As previously mentioned, this possibly represents a deficiency in the gathering of data. However, these questions were eliminated because it was felt that such inquiries might Offend the respondent, resulting in his refusing to answer. Further, the collection of the data provided by these questions may be secured, if desired, from the other questions included in the instrument; e.g., the responses to the age and education queries may be compared to available data related to these factors, and their correlation with income. Likewise, the re5pondent's address (which was placed on each questionnaire) provides a possible indication of ethnic origin; e.g., Spanish section address, Harlem ad- dress, etc. 5. Since the questionnaire was designed to terminate the interview if the respondent did not own an FM radio, data related to non-FM radio owners was not secured. Consequently, a significant area of study remains unanswered; namely, what differences (demographic as well as needs and interests) exist between FM radio owners and the non-owners. It should be mentioned that this area of inquiry was omitted for two reasons: (1) the nature Of the study required 104 gathering data relevant only to FM radio listeners, and (2) it is questionable whether a non-FM radio owner would answer questions related to FM. 4. The wording of the question, "What types of music do you listen to regularly on FM radio?" indicated a presuppo- sition that the respondent gpe§_regularly listen to music; when, in fact, he may only be an occasional listener. Thus, the interpretation of the responses to this question should allow for the possibility that not all respondents listen regularly to music. The intention of this inquiry was to determine the types of music most frequently listened to on FM radio. It is the author's Opinion that the inclusion of the word "regularly" does not significantly distort the response findings, since: (1) if the respondent definitely does not listen to music, he would, in all probability, indicate this (no response), and (2) the response of an occasionally—listened-to type of music is helpful in the determination Of trends. In an attempt to secure specific music type responses, the following interviewer instructions were printed on the questionnaire: 1) If respondent says popular music or contemporapy music, ask: "Could you be a little more specific?" 2) If response is classical music, ask: "Could you tell me your favorite composer?" As indicated in Chapter III, the large percentage of "pOpular" and "general classical" responses indicate the 105 failure of these probes to elicit Specific music type respon— ses. However, other factors must be considered: (1) quite possibly, those who responded "popular" and "general classi- cal" do, indeed, personally define certain music types with these labels, and (2) perhaps the FM radio listener is not as discriminating, nor as selective, as might be supposed. 5. The two newscast inquiries were designed to probe for opinions concerning the use of FM radio as a source Of news information. Another related area of inquiry, omitted on the questionnaire, might be a series of questions asking the respondent's Opinion about the length of newscasts, and the times of day they should be broadcast. This type of response data would be useful to a PM station in the determin- ation of its news programming schedule. 6. Analysis of the responses to the question, "Approxi— mately how many hours per day do you listen to FM radio?" indicates a need for more refined pre-coded response cate— gories; e.g., the large percentage of "1:5 Hours" responses is indicative of FM listening habits, but does not differen- tiate the individual who regularly listens three hours per day from the occasional listener. A solution to this prob- lem would have been the inclusion of more refined pre-coded response categories on the questionnaire, such as, a) one hour or less, b) between 1—2 hours, c) between 2-5 hours, etc. 106 The Value and Importance of the General Audience Stugy, This audience research study makes a significant contri- bution to the available data related to FM radio audiences because of: (1) the nature of the market and number of FM radios in the market studied, (2) the wide range of tOpics covered by the questionnaire, and (5) the in-depth demographic analysis of the question responses. The Nature of the Universe Studied As previously discussed, a comparison of the selected sample with the population of New York City revealed SUppor- tive evidence that a representative sample had been Obtained. Thus, the survey findings can be said to represent the 7,781,984 inhabitants of the five boroughs of New York City.1 Though the geographic area of the study is limited in size, the representative survey findings of the vast numbers of people within this area, provide meaningful reference data related to the FM radio audiences of large metropolitan areas. Wide Range of Topics Covered The survey questionnaire contains questions designed to elicit responses concerning 19 program categories. All of 1U. S., Department of Commerce, Bureau of the Census, jgpited States Census Of POpulation: 1960, Final Report .PC(1)-54A, Number of Inhabitants, New York (U. S. Government lPrinting Office, Washington, D. C., 1961), p. 25. 107 these questions were designed to collect response data re- lated to the program preferences and needs of the respondent. In addition, five questions were asked concerning the re— spondent's FM radio listening habits. Thus, the tabulation of the re5ponses to the survey questions provides informative data related to a wide range of FM radio audience needs and interests. In-depth Demographic Analysis This research study goes one step beyond the fUndamental reporting of the frequency distribution of the question re- sponses; analysis of the demographic variables (sex, age, and education) is also made. The demographic data reported, provides in-depth information concerning FM radio audiences, and certainly is more useful to a station than basic fre- quencies of response. As mentioned in Chapter II, the purpose of this study was to determine: (1) the program preferences, (2) the pro- gram needs, and (5) the listening habits of the New York City FM radio audience. It is the author's Opinion that the in- depth demographic analysis was a necessary addition to be made in the reporting of the frequency of response findings. A station using the survey audience information as a refer- ence in the determination of a program format, requires in— formation concerning potential audience demographics. For this reason, both frequency of response and demographic analy— sis of response is reported. 108 The WRVR Audience Study: A Critique of Methodology The use of a mail questionnaire, in an attempt to Ob- tain survey responses, has several shortcomings that deserve mention. Two of these, directly related to the answering of the questions, are: (1) because there is not an inter- viewer present tO guide the interview, there is a greater Opportunity for the respondent to misinterpret a question, and (2) it is difficult to control who fills out the ques- tionnaire; e.g., there is no way to prevent pranksters, or peOple receiving the questionnaire because of an incorrect address, from answering the questions in an insincere fashion. Another weakness of the mail survey technique is the usual low rate Of questionnaires returned. The 956 question— naires used in the reporting of the survey findings repre- sent 18.5% of the total number (5050) mailed. This small percentage of survey response indicates that the survey find- ings do not represent the majority of Opinion of the WRVR listening audience; instead, they are representative of only a portion Of that audience, and should be used only as indi- cations of possible audience needs and interests. The decision to use the mail survey technique was based on the evaluation Of several factors. These were: (1) the availability of a relatively current mailing list, (2) the low cost of this method, (5) the ability to cover a wide geographic area with the mailing, and (4) the lack of the necessary interviewers to conduct the survey by telephone. 109 As discussed earlier, practically identical question- naires were used for both audience studies. Consequently, the analysis of the general audience study questionnaire, previously mentioned in this chapter, is applicable to the mail survey instrument. Two additional Observations, perti- nent only to the mail questionnaire, are: 1. The re5pondent's sex was not asked. This was an error made in the design of the instrument, and Ultimately, prevented the complete demographic analysis Of the question responses. 2. The last two inquiries on the questionnaire, concern- ing church membership and attendance, quite possibly had an influence on the respondent's answers to several other ques- tions related to the station's programming. These questions were placed at the end of the instrument in an effort to lessen the possibility of this influence, but the success of this precaution is unmeasurable since there is no way Of knowing what method each respondent used in filling out the questionnaire. The significance Of this "church bias" is possibly 11— lustrated by the fact that two Of the four most pOpular programs were religious in nature. Yet, as pointed out in Chapter I, WRVR broadcasts a wide range of program types which are non-religious in content and purpose. 110 A Comparison of the Survey Findings Before a meaningful comparison of the survey findings can be made, several factors must be considered. 1. The general audience study sample and the WRVR re- spondent group differ significantly in demographic composi— tion. The respondents of the WRVR group are Older and better educated than those of the representative sample used in the general audience study; e.g., 59% Of the WRVR respondent grOUp are either college graduates or have some post college graduate credit, compared to 22% of the respondents in the general audience sample with comparable educations. Thus, the findings of the WRVR audience study possibly reflect this "age and education bias", and this possibility should be considered in the comparison Of the two survey findings. 2. The two methods of securing responses to the survey questionnaires (telephone and mail) possibly resulted in the collection of data which reflects the particular methodology employed; the WRVR respondent was afforded the Opportunity of pondering each response before filling out the mail ques- tionnaire, while the general audience study respondent was required to quickly respond to the questions during the tele- phone interview. This, coupled with the "age and education bias" of the WRVR group, further differentiates the two types of response data. 5. As indicated in Chapter IV, the WRVR audience study response data reflects the needs and interests of only a 111 portion of the station's audience. Further, the WRVR data is not to be interpreted as being representative of the re5ponses of a representative sample of New York City. It should be mentioned that other than those factors discussed above, no effort will be made to evaluate any differences that exist between the two survey findings. This possibly would be an area of interest worth pursuing as a separate research project, but as stated earlier, is not a purpose of this thesis. Program Preferences Music was reported to be the most regularly—listened-to program type by both survey respondent groups. The kinds of music preferred by each grOUp, however, differs: (1) though both grOUps mentioned classical music most Often, a signifi- cantly larger portion of the WRVR group reported regularly listening to this type, (2) rock 'n roll was the second most frequently mentioned music type among the general audience sample, while very low on the list of the WRVR group, and (5) Opera was very popular among the WRVR group, yet con- siderably less so among the general audience survey respond- ents. Both survey results were identical in regards to the order of the three most regularly—listened-to FM radio pro- grams; (1) music, (2) newscasts, and (5) discussion and talk programs. However, it should be mentioned that a signifcantly 112 larger percentage (65%) of the general audience study re- spondents reported listening to FM newscasts, compared to the WRVR group (42%). Program Needs The response data of pppp_surveys revealed a need for more FM programs concerning literature and new books, and programs about American and foreign history; these program types were among the four most frequently mentioned cate- gories receiving a "more" response to the question probing for Opinions concerning FM radio program categories. Like- wise, both respondent grOUps reported wanting more news analysis and commentary and panel discussions of news and public affairs. An interesting finding, that deserves mention, is the very small difference in the percentage of respondents from both groups who gave unique program suggestions in response to the question, "Can you think of any kind of FM radio program that you would like to have, that is not available at the present time?" Contrary to what might be expected, the older, better educated WRVR group had 4% fewer of its respondents contributing program ideas; 17% of the general audience grOUp responded, compared to 15% of the WRVR re- spondents. Further, both groups responded with practically identical suggestion; e.g., informative programs concerning the critical issues of today (Negro history, current events, and eXplanation of social and political movements). 115 Listening Habits Analysis of the re5ponse data concerning the FM radio listening habits of the two respondent grOUps revealed several interesting findings. Briefly, these are: 1. The percentage of the WRVR survey respondents who indicated they pay close attention to the FM radio while it is on was considerably larger (15%) than that of the general audience study respondents. 2. The majority of both grOUps indicated they listen to FM radio approximately 1 to 5 hours per day. However, as mentioned earlier, this data is useful only as an indica- tion of listening hours; refined time categories are needed to produce more exacting data. 5. Likewise, both respondent groups indicated regularly listening to FM radio during the same hours of the day. In order, these are: (1) evening, (2) morning, (5) afternoon, and (4) midnight to 6:00 A.M. 4. The WRVR respondents appear to be somewhat more se- lective in the determination of what FM station or program to listen to. A significantly larger percentage of this grOUp mentioned the use of printed sources for information concerning stations and programs. Conversely, the most popu- lar method of selecting a station or program among the general audience study respondents was "random dialing to a satisfying program." The preceding is only a brief comparison of the findings Of the two surveys. Further, in-depth demographic comparisons 114 can be made through the use of the detailed information pro- vided in the chapters of this text. Summaryyof Findings: The General Audience Study The following, briefly summarizes the demographic analy- sis Of the general audience study responses. The purpose of the summary is to highlight the findings and to illustrate those conclusions which the author feels are of particular interest. 1. The majority of men and women respondents, regardless of age or education, appear to use FM radio primarily for the purpose of listening to music. The demographic variables have a definite influence on the type of music listened to, but the popularity of music programs was consistently the number one type of program most regularly listened to; e.g., teenagers mentioned rock 'n roll most frequently, while the Older, more educated respondent listens primarily to clas- sical. 2. The analysis of the responses to the question asking for the respondent's opinion concerning FM newscasts revealed an interesting fact. Newscasts were mentioned by 26% of the respondents when asked generally what kinds of programs they listen to regularly on FM radio. Yet when directly asked, "DO you regularly listen to FM radio for news cover- age, 65% of the respondents answered in the affirmative. This appears to indicate that perhaps a substantial percentage 115 of FM listeners do not tune to a station primarily for news, but do listen when it comes on as part of the station's pro— gram format. 5. A large percentage of the male and female respond— ents, of all education and age brackets, wanted more FM pro- grams concerning either American or foreign history. Like— wise, it is interesting to note the desire for more programs. about literature and new books. Thus, it appears that while music is the most regularly- listened-to type of program offered by FM radio at present, there is a strong desire for the above type of programs to be presented also. 4. When asked about attentiveness, more men than women said they pay close attention to FM radio programming. Similarly, the Older the respondent, the more likely he is to pay close attention. The largest percentage of those paying close attention to the FM radio while it is on, are in the education brackets falling between "some high school" and "some college". Background companionship appears to be most pOpular among those respondents with ”eighth grade or under" educations. 5. The majority of the survey respondents indicated they listen to FM radio between one and three hours per day. The largest percentage of those who indicated listening more than three hours were teenagers and respondents in their twenties. As might be expected, the most popular FM radio listen- ing period is the evening. The majority of all respondents, 116 regardless Of age or education, indicated regularly listen— ing during this period. 6. The two most frequently mentioned methods Of select— ing what FM station or program to listen to, were "random dialing to a satisfying program" and "habit" (favorite sta- tion). The distribution of response indicates that the young listener (teens and 205) most frequently spins the dial until he hears a satisfying program, while the older person (605 and over 70) usually has a favorite station. SELECTED BI BLIOGRAPHY SELECTIVE BIBLIOGRAPHY Books Kahn, Frank J. Documents of American Broadcastipg, New York: Appleton-Century—Crofts, Division of Mere- dith Corporation, 1968. Kerlinger, Fred N. Foundations of Behavioral Research. New York: Holt, Rinehart and Winston, 1964. National Association of Broadcasters. Standard Definitions of Broadcast Research Terms. New York: National Association of Broadcasters, 1967. Public Documents Federal Communications Commission. "Application for Broad- cast License" (New, Form 502; Renewal, Form 505). Federal Communications Commission. Report and Statement of Policy RE: Commission En Banc Programming Inquiry, FCC 60-970, July 29, 1960 (25 Federal Register 7291; 20 Pike and Fischer Radio Regulation 1902). U. S. Department of Commerce. Bureau of the Census, United States Census of Population: 1960, Final Report FC(1)- 54B, General Population Characteristics, New York. U. S. Department Of Commerce. Bureau of the Census, United States Census of POpulation: 1960, Final Report PC(1)- 54A, General Social and Economic Characteristics, New York. U. S. Department Of Commerce. Bureau of the Census, United States Census of Population: 1960, Final Report PC(1)- 54A, Number of Inhabitants, New York. 117 118 Unpublished Material Rightmire, Roderick D. "Riverside Radio WRVR: The History and DevelOpment of a Church-Owned Radio Station." Unpublished Masters thesis, Boston University, 1962. Written Letter, from Daniel F. Collins, Law Offices of Wilner, Scheiner & Greeley, Washington, D. C., November 25, 1968. Written Letter, from Dr. Walter P. Sheppard, General Manager, Riverside Radio WRVR(FM), New York, New York, August 16, 1968. APPENDICES APPENDIX I THE NEW YORK METROPOLITAN AREA FM RADIO AUDIENCE: A PRELIMINARY STUDY Conducted for Riverside Radio WRVR New York, New York February 1969 Study Director: Leigh T. Stowell, Graduate Student, Michigan State University Study Advisor: Dr. Thomas F. Baldwin, Associate Professor of Television and Radio, Michigan State University 119 PREFACE The following report is a two part audience study con- ducted for Riverside Radio, WRVR(FM), New York, New York. It is the preliminary summation of the data obtained, and will be SUpplemented with further, in-depth, conclusions at a later date. The basic purpose of both studies was to determine the audience needs and preferences of the community WRVR serves. The first study, the general audience survey, attempted to ascertain those community needs through questions asked of a 1500 member representative, random sample of New York City. The second, the mail survey, was directed only to those people familiar with WRVR. The objective was to determine whether WRVR is adequately serving their existing audience's needs. Both respondent grOUps received similar questionnaires. The only difference between the two, were five additional questions on the mail questionnaire directly referring to WRVR and its programs. No attempt will be made, in this report, to compare the results of the two grOUps. Informa- tion of this type will follow at a later date. As previously indicated, this initial report is concerned only with the summation of data for each independent survey. 120 121 The following summation of the survey data will hOpe- fully serve as a basic guideline in assessing the program needs of the New York Metropolitan Area. It is not intended to be a panacea, but rather, this study should represent the first of a continuing effort to determine the station's role in the community it serves. TABLE OF CONTENTS Page GENERAL AUDIENCE SURVEY I. Summary of Findings. . . . . . . . . . . . . . 125. II. Tabulation of Questionnaire Responses. . . . . 126 III. Sample Design. . . . . . . . . . . . . . . . . 155 IV. Demographics of Respondents. . . . . . . . . . 155 V. Questionnaire. . . . . . . . . . . . . . . . . 156 VI. Addendum No. 1 . . . . . . . . . . . . . . . . 145 MAIL SURVEY I. Summary of Findings. . . . . . . . . . . . . . 146 II. Tabulation of Questionnaire Responses. . . . . 149 III. Definition of Respondents. . . . . . . . . . . 158 IV. Demographics of Respondents. . . . . . . . . . 159 V. Questionnaire. . . . . . . . . . . . . . . . . 160 122 GENERAL AUDIENCE SURVEY Summapy of Findingp The objectives of this study were to ascertain: 1) the program preferences, 2) the program needs, and 5) the listen- ing habits, of FM Radio listeners in the New York Metropoli- tan Area. In order for WRVR to present a meaningful program proposal to the Federal Communication Commission, these audience needs and preferences must be carefully analyzed and summarized. The following brief analysis of the data obtained, will hOpefully make that task somewhat easier. Supportive data for these conclusions follow in the next section of the report. Program Preferences 1. Music appears to be the most popular type of program listened to regularly on FM Radio. A margin of 5 to 1 sep- arates music from its closest competitor, newscasts. Broken down by music type, Classical music was reported to be the favorite (52%), followed by Rock 'n Roll, Popular, and Jazz. 2. FM Radio was reported to be a regular source for news coverage by approximately 65% of the respondents, when (directly asked whether they listen to FM Radio for news 125 124 coverage. When asked what kinds Of programs they listen to regularly, newscasts were only mentioned approximately 20% of the time. This appears to indicate that perhaps the average FM listener does not tune to a station primarily for news, but does listen when it comes as part of the pro- gram format. 5. Discussion and Talk Programs were the third most regularly listened to program type mentioned. However, the percentage was quite low (4.5%), indicating that the average audience size for this type Of program is considerably smaller than that of music (66%) or news (20%). 4. Foreign Language Programs rated fourth of those programs mentioned as regularly listened to. Program Needs Fifty—one FM Radio stations serve the five borough area of New York City. The diversity of program formats and services vary tremendously. Consequently, it is important to determine the program needs of the audience in relation to the existing services available. 1. The summation of the re5ponses to the question con- cerning Opinions about existing program categories revealed: a. A need for mpge: Programs about American History, Programs about Literature and New Books, Programs about Foreign History, and Discussion of the Fine Arts-—in that order. (See ADDENDUM NO. 1) 125 b. A desire for lepp; Fashion Programs and DO-It- Yourself Programs. c. Newscasts: A need for pppe Panel Discussions of News and Public Affairs, and a desire for lepp Sportscasts. 2. The question asking for unique program ideas failed to elicit a majority of responses. However, of the 85 re- 5ponses given, several trends were apparent: a. A desire for informative programs concerning the critical issues of our times, e.g., Drug Addic- tion, Negro History, Science Programs, Psychiatry, European History, Current Events. b. A desire for more liye music and drama on FM Radio. c. The use of FM Radio as a source of information useful for everyday living, e.g., Health and Hygiene Programs, Lectures from Universities, Exchange and Trade Programs, Addresses by the Mayor, Book Reviews. istening Habits 1. The two most common methods of deciding what FM station or program to listen to, are random dialing to a satisfying program (approximately 45%) and habit or favorite station (approximately 51%). 2. The majority of the respondents (58%) said they listen to FM Radio between 1 and 5 hours per day, primarily 126 in the evening (45%) and morning (51%). 5. An even split was Obtained concerning attentiveness; approximately 40% paying close attention to the FM Radio while it is on, approximately 42% using it for background companionship, and approximately 15% saying it depended on the program type. Tabulation of Questionnaire Responses Question 1) DO you own an FM Radio? The data presented in the following tables is based on the 41§_completed questionnaires, which had the re- sponse "YES" to this question. The study is concerned only with responses relating to FM Radio. Therefore, a negative (NO) re5ponse to this question terminated the interview. All interviewers were instructed to thank the respondent and to say "Goodbye" after a negative response. Question 2) Does your FM Radio play stereo broadcasts? Yes 59.87% NO 35.75% I don't know 5.56% 100% Question 5) What kinds of programs do you listen to regularly on FM Radio? Percent of Total Responses* Music 66.02 Opera 0.97 Discussion and Talk Programs 4.55 Religious Programs 1.15 Newscasts 20.24 Programs about Literature and New Books 0.15 Foreign Language Programs 1.78 127 Programs about American and Foreign History 0.15 Miscellaneous 2.11 NO Response 2.92 100% *Total Number of Responses: 61 Question 4) Now I'm going to ask your Opinion about several FM Radio program categories. After I read each category, please indicate whether you would like more or less of the program type, or whether you feel there is enough of the type. No More Less Enough opinion Discussion of the Fine Arts (Music, Dance, Art, etc.) 55.19% 5.67% 45.59% 15.55% Discussion about Popular Culture (Movies, Radio, Television) 28.78 9.24 42.25 19.75 Religious Programs 21.45 9.66 49.79 19.12 Foreign Language Programs 27.52 8.82 40.97 22.69 Programs about American History 44.55 5.04 51.95 18.70 Programs about Foreign History 55.71 6.50 58.45 19.54 Science Programs 57.18 8.61 55.19 21.01 Fashion Programs 22.48 15.45 59.92 24.16 Programs about Literature and New Books 44.54 4.20 51.72 19.54 Do-It-Yourself Programs 26.26 10.50 58.66 24.58 Programs for Teenagers 52.55 6.95 55.19 27.52 Programs for Children 12 or Under 51.09 6.72 51.72 50.48 Question 5) Can you think of any kind of FM Radio program that you would like to have, that is not avail- able at the present time? Eighty-three responses were given to this question, representing 17.44% naires. sented by program groups. Of the total 476 completed question- These responses have been categorized and pre- A number in parenthesis follow- ing a program suggestion, represents the total number of respondents suggesting the particular type of program. All other program types have been suggested by ope respondent. 128 Discussion Programs Political Discussions (4) Discussions of the Race Question (5) Discussions of Social Mores (2) Discussion on the Space Program Discussion on Human Relations (2) David Susskind Type Programs Discussion on Controversial Issues Question-and-Answer Programs Educational Programs Programs on Drug Addiction Science Programs (5) Negro History (2) Language Courses——English and Foreign (5) European History (2) History of Music (2) Health and Hygiene Programs Medical Programs Comparative Religion Programs Educational Programs Explanation of Hi-Fi and Stereo Complete History of the World Lectures from Universities (2) Educational Programs for Older PeOple--Reading and Writing Programs about Museums Music Programs Heavy Opera Old Songs (2) Live Music Mitch Miller--Sing Along Call in Song Requests (2) Foreign Music Programs Good Music Programs--Like The Firestone Hour Strictly Ethnic Music Programs Dramatic Programs Lone Ranger Series Drama (5) Old Time Plays Sound Tracks from Stage Plays Fine Plays Live Comedy Children's Stories Serials--Stories Folk Poetry Readings Quiz Shows (2) 129 Instructional Programs News Sewing Instructions and Other Household Hints (2) Instructional Courses Scientific Teaching of Checkers Piano Lessons and Public Affairs Programs Financial Programs News Analysis Exchange and Trade Programs In—depth News Student Voice on National Affairs International Affairs--Spectaculars Sports Spectaculars Addresses by the Mayor Current Events (2) Miscellaneous Psychiatrist to Reach Teenagers Continental Announcers Audience Sponsored Programs without Commercials Book Reviews Religious Programs with Live Bands Question 6) What types of music do you listen to regularly on FM Radio? Percent of Total Responses* CLASSICAL, Baroque and Renaissance Era 5.65 CLASSICAL, Romantic Era 8.74 CLASSICAL, Contemporary or 20th Century 1.61 General Classical 16.96 Semi-Classical 5.78 Opera 7.54 Rock 'n Roll, Rhythm—and-Blues, Soul 17.65 Jazz 8.07 Folk Music 2.94 Country and Western 1.88 Broadway Showtunes, Movie Scores 5.92 Dixieland 0.15 Hymns and Sacred Music 1.55 Modern Big Band 1.45 General Popular 9.02 All Kinds 2.96 Miscellaneous 2.27 No Response 2.41 100% *Total Number of Responses: 150 Question 7) DO you regularly listen to FM Radio for news coverage? FM Radio was found to be a regular source for news coverage 65.54% of the time, representing a total of 511 respondents. A "NO" answer was given by 52.56% of the respondents, and 2.10% did not answer the question. Question 8) We would like to know how you feel about FM Radio newscasts. DO you feel there should be more or less of the following types of newscasts, or is there enough of each type? No More Less Enough opinion National and International Newscasts 55.19% 2.75% 50.65% 15.45% State Newscasts 28.78 5.56 52.52 15.54 Local Newscasts 50.04 1.47 52.94 15.55 Sportscasts 18.70 11.76 55.56 16.18 News Analysis and Commentary 57.59 5.04 42.86 14.71 Panel Discussion of News and Public Affairs 40.54 4.41 58.05 17.25 Question 9) Do you have any children 12 or under? The response "YES" was given by 155 respondents, representing 27.94% of the total number of responses given to the question.* A "NO" answer was given by 68.70% (527 respondents), and 5.56% (16 respondents) did not answer the question. *Total Number of Responses: 47 Question 10) What types of FM programs do the children listen to? A total of 115 responses concerning the childrens' listening habits were secured by those respondents answering "YES" to question 9. The following table illustrates the percentage breakdown for each response: Music 6.95% Adventure Series 0.42 Miscellaneous 1.47 151 Children DO Not Listen to FM Radio 14.92 No Response 76.26* 100% *The "NO Response" figure represents the total number of respondents who 1) did not answer question 9, 2) answered "NO“ to question 9, and 5) answered "YES" to question 9, but did not answer question 10. Question 11) Do you usually pay close attention to your FM Radio while it is on, or do you usually have it on for background companionship? Close Attention 40.54% Background Companionship 42.02 It Depends on the Program 15.55 NO Response 2.10 100% Question 12) How do you decide what FM station or program to listen to? Percent of Total Response* FM Guide & Cue Magazine 2.15 Newspaper Comments & Listings 11.22 Word-of-Mouth 1.54 Random Dialing to Satisfying Program (Mood I'm In) 42.94 Habit (Favorite Station) 56.56 Stereo Light Goes On 0.19 Miscellaneous 1.75 No Response 5.67 100% *Total Number of Responses: 517 Question 15) Approximately how many hours per day do you listen to FM Radio? 1-5 Hours 58.19% 5-5 Hours 25.21 5-7 Hours 7.14 7-9 Hours 2.94 Over 9 Hours 5.56 No Response 5.15 100% 152 listen to FM Radio? Morning Afternoon Evening Midnight to 6 A.M. NO Response *Total Number of Responses: Question 14) During what times of the day do you regularly Percent of Total Responses* 51.55 18.40 42.66 5.06 2.55 750 100% most frequently? WOR WQXR WPAT WNEW WABC WCBS WBAI WTFM WPIX WNBC WNYC WNCN WLIB WRFM WEVD WRVR - WVNJ WFME WFMU WHBI WFUV WPAC WBAB WHLI WHOM WJRZ WKCR WLIR WNYE WPRB NO Response *Total Number of Responses: Question 15) What FM station, or stations, do you listen to Percent of Total Responses* 15.74 12.51 8.57 5.62 4.78 4.78 5.25 5.25 5.09 2.81 2.67 2.59 1.85 1.54 1.12 1.12 0.84 0.56 0.42 0.42 0.28 0.28 0.14 0.14 0.14 0.14 0.14 0.14 0.14 0.14 21.05 100% 711 155 Sample Design The sample was constructed to yield between 400 and 500 completed questionnaires for tabulation of usable data. The respondents, it was decided, would come only from the five boroughs of New York City. It is admitted that WRVR reaches areas outside of the city limits, but due to cost and time limitations, this study concentrates only on the New York MetrOpolitan Area. A total of 1500 residential numbers were drawn randomly from the five borough phone directories of New York City. The sampling procedure is as follows: 1) The five borough directories were numbered, and cor— respondingly numbered pieces of paper were drawn from a container, to determine the sequence of the directories from which the sample would be selected. The directory sequence was: Manhattan, Queens, Staten Island, Brooklyn, and The Bronx. 2) The total number of desired interviews was divided into the total number Of columns of residential numbers in all five directories, in order to determine a column skip interval (1 number per so many columns). 5) The first column, from which the first number would be drawn, was determined from a table of random numbers. 4) All columns, in all five directories, measured ten inches in length. A base point, expressed in inches down from the top of the column, was used in the selection Of each 154 number from all subsequent columns. This base point was determined from a table of random numbers. 5) All numbers selected for the sample were drawn according to this procedure: a) Counting the number of columns (slip interval) between each selected number, and b) Using the inch base to determine the residential number in each column. 6) If the base point happened to indicate a business phone listing, the next residential number down the column was selected for the sample. 7) The sample size reflects: a) a 50% overdraw to accommodate disconnected numbers and refusals, and b) a 40% allowance for those households not having an FM Radio.* The above outlined procedure yielded the following dis— tribution of residential listings per borough: Number of Borough Listings Manhattan 479 Queens 567 Staten Island 55 Brooklyn 581 The Bronx 229_ 1500 The telephone interviewing took a total of nine days to complete. Interviewing hours were from 9 A.M. to 9 P.M., and were conducted from a designated room within the River- side Church. All interviewers were church volunteers, and *A recent 1968 Pulse Inc. survey indicates that the FM Radio penetration in New York City is approximately 65%. 155 were trained by the research supervisor. Interviewing was SUpervised by at least one member of the research team during all calling periods. Periodic verification calls were made by the research SUpervisor in order to validate completed interviews. A total of 60 calls were made. No false or incorrect inter- views were discovered. The following table illustrates the results of the interviewing: Total Sample Size 1500 Unusable Numbers, e.g., wrong numbers, disconnects, business numbers 169 Total Usable Sample 1540 Completed Interviews 515* DO Not Own an FM Radio 582 WOUld Not Cooperate 140 NO Answer After 5rd Call 255 Other 55 Language Difficulty 25 Never Listen to FM Radio, but Do Own One 5 TOO Old to Answer Questions 2 Illness 6 *Thirty-seven questionnaires were discarded due to incompleteness. The remaining total of completed questionnaires: 476. Demographics of Respondents IF \1 C3 1) Total Number of Respondents Z O 2) Sex of Respondents Percent p q (13 Male 57.59 Female 298 62.61 100% 156 5) Age of Respondents Teens 20's 50's 40's 50's 60's Over 70 NO Re5ponse 4) Education of Respondents Eighth (8th) Grade or Under Some High School High School Graduate Some College College Graduate Post Graduate Work No Response 50 85 127 91 61 46 16 Percent 9.05 24.16 17.65 16.59 15.87 10.50 5.46 2.94 Bergen: 10.50 17.86 26.86 19.12 12.82 9.66 5.56 WRVR General Audience Questionnaire Fill out before making call: NAME OF PERSON CALLED: 100% 100% TELEPHONE NUMBER: INTRODUCTION: Hello, is this the IF NO, SAY: I'm sorry, number. Goodbye. residence? I have the wrong CIRCLE RESPONSE BELOW. IF YES, SAY: This is calling. (9) I'm a member of the Michigan State University Television and Radio Research Center. a study to find out what people think about FM Radio in the New York Metropolitan Area. We are conducting PROCEED IMMEDIATELY TO QUESTION 1. IF THERE IS NO RESPONSE, CHECK ONE OF THE FOLLOWING: WRONG NUMBER . WOULD NOT COOPERATE. . NO ANSWER AFTER 5RD CALL OTHER. . . mam» 157 1. Do you own an FM Radio? (10) YES. . . . . . . . . . . 1 NO . . . . . . . . . . . 2 IF NO, SAY: Thank you very much for your COOpera- tion. Goodbye. IF YES, PROCEED IMMEDIATELY TO QUESTION 2. 2. Does your FM Radio play stereo broadcasts? (11) YES. . . . . . . . . . . 1 NO . . . . . . . . . . . 2 DON'T KNOW . . . . . . . 5 5. What kinds of programs do you listen to regularly (12-13) on FM Radio? INSTRUCTIONS: IF RESPONDENT GIVES ONLY ONE KIND, PROBE FOR MORE ANSWERS BY ASKING: Can you think of any others you listen to regularly? 4. Now I'm going to ask your Opinion about several FM Radio program categories. After I read each category, please indicate whether you would like more or less of the program type, or whether you feel there is enough of the type. INSTRUCTIONS: 1) BE CERTAIN THAT YOU READ THE ALTERNA— TIVES FOR EACH PROGRAM TYPE...MORE, LESS, ENOUGH. 2) IF ANSWER MORE, ASK: At what time of the day would you like to hear this kind of program? More Less Enough Time a) Discussion of the Fine Arts (Music, dance, art, etc.) (14) 1 2 5 158 More Less Enough Time b) Discussions about POpular Culture (movies, radio, television). (15) 1 2 5 c) Religious Programs (16) 1 2 5 d) Foreign Language Programs (17) 1 2 5 e) Programs about American History (18) 1 2 5 f) Programs about Foreign History (19) 1 2 5 g) Science Programs (20) 1 2 5 h) Fashion Progams (21) 1 2 5 i) Programs about Literature and New Books (22) 1 2 5 j) DO-It—Yourself Programs (25) 1 2 5 k) Programs for Teenagers (24) 1 2 5 1) Programs for Children 12 or Under (25) 1 2 5 5. Can you think of any kind Of FM Radio program that you would like to have, time? INSTRUCTIONS: DO NOT DWELL ON THIS QUESTION. that is not available at the present RESPONDENT IS HARD PRESSED FOR AN ANSWER, PROCEED TO QUESTION 6. IF (26) 159 6. What types of music do you listen to regularly on FM Radio? INSTRUCTIONS: 1) IF RESPONDENT ONLY SUPPLIES opp. TYPE OF MUSIC, PROBE FOR MORE RESPONSES BY ASKING: Are there any other kinds Of music you listen to regularly on FM Radio? 2) IF RESPONDENT SAYS POPULAR MUSIC 0R CONTEMPORARY MUSIC, ASK: Could you be a little more Specific? 5) IF RESPONSE IS CLASSICAL MUSIQJ ASK: Could you tell me your favorite composer? WRITE COM- POSER'S NAME AFTER RESPONSE. (27—28) 7. DO you regularly listen to FM Radio for news coverage? (29) YES. . . . . . . . . . 1 N0 . . . . . . . . . . 2 8. We would like to know how you feel about FM Radio Newscasts. Do you feel there should be more or less of the following types of newscasts, or is there enough of each type? INSTRUCTIONS: BE CERTAIN THAT YOU READ THE ALTERNA— TIVES FOR EACH NEWSCAST TYPE. . . MORE, LESS, ENOUGH. More Less Epppgp_ a) National and International Newscasts (50) 1 2 5 b) State Newscasts (51) 140 c) Local Newscasts (52) 1 2 5 d) Sportscasts (55) 1 2 5 e) News Analysis and Commentary (54) 1 2 5 f) Panel Discussion of News and Public Affairs (55) 1 2 5 9. DO you have any children 12 or under? (56) YES. . . . . . . . . . . . 1 NO . . . . . . . . . . . . 2 IF YES, PROCEED TO QUESTION 10. IF NO, PROCEED TO QUESTION 11. 10. What types of FM programs do the children listen to? (57) 11. DO you usually pay close attention to your FM Radio while it is on, or do you usually have it on for background companionship? (58) CLOSE ATTENTION. . . . . . . . 1 BACKGROUND COMPANIONSHIP . . . 2 IT DEPENDS . . . . . . . . . . 5 12. How do you decide what FM station or program to listen to? (59) 141 15. Approximately how many hours per day do you listen to FM Radio? INSTRUCTIONS: QQ_NOT READ ALTERNATIVES. LET RESPONDENT ANSWER, AND YOU CIRCLE THE APPROPRIATE NUMBER OF HOURS. (40) 1-5 Hours. . . . . . . . . . . 1 5-5 Hours. . . . . . . . . . . 2 5-7 Hours. . . . . . . . . . . 5 7-9 Hours. . . . . . . . . . . 4 Over 9 Hours . . . . . . . . . 5 14. During what times of the day do you regularly listen to FM Radio? INSTRUCTIONS: READ ALTERNATIVES, AND CIRCLE APPROPRIATE CATEGORY. (41) Morning. . . . . . . . . . . . 1 Afternoon. . . . . . . . . . . 2 .Evening. . . . . . . . . . . . 5 Midnight to 6 A.M. . . . . . . 4 15. What FM station, or stations, do you listen to most frequently? IF MORE THAN ONE, ASK: Which one do you listen to most frequently? CIRCLE. (42-45) 16. May I please have your approximate age? INSTRUCTIONS: QQ_NOT READ ALTERNATIVES. CIRCLE APPROPRIATE RESPONSE. (44) Teens. . . . . . . . . . . . 1 20's . . . . . . . . . . . . 2 50's . . . . . . . . . . . . 5 40's . . . . . . . . . . . . 4 50's . . . . . . . . . . . . 5 60's . . . . . . . . . . . . 6 Over 70. . . . . . . . . . . 7 NO Response. . . . . . . . 8 142 17. And finally, could you tell me the last year of school you completed? INSTRUCTIONS: QQ_NOT READ ALTERNATIVES. CIRCLE APPROPRIATE RESPONSE. (45) Eighth (8th)Grade or Under. . Some High School. . . . . . . High School Graduate. . . . . Some College. . . . . . . . . College Graduate. . . . . . . Post Graduate Work. . . . . . No Response . . . . . . . . . \ImmIPUINH CLOSING: Thank you very much for your COOperation. Goodbye. 18. (Sex of person interviewed.) (46) MALE . . . . . . . . . . . . . 1 FEMALE . . . . . . . . . . . . 2 FILL OUT AFTER INTERVIEW: INTERVIEWER'S NAME DATE COMMENTS: REPORT ALL IRREGULARITIE§_AND DEVIATIONS FROM THE ggESTIONNAIRE. 145 ADDENDUM NO. 1 The following tables are a summation of the time prefer- ences mentioned by respondents who wanted pp£e_of the program category, and answered the question, "At what time of the day would you like to hear this kind of program?" a) Discussion of the Fine Arts (Music, Dance, Art, etc.) AM (Morning)----12 Noon ------------ 1 PM (Genera1)----15 Afternoon ------- 18 Evening --------- 55 Anytime --------- 1 Daytime --------- 5 Weekends -------- 5 Sunday ---------- 1 b) Discussions about POpular Culture (Movies, Radio, Television) AM (Morning)----4 Noon ------------ 1 PM (General)-—--18 Afternoon ------- 15 Evening --------- 55 Daytime --------- 1 Weekends -------- 5 c) Religious Programs AM (Morning)-—--12 PM (General)----12 Afternoon ------- 9 Evening --------- 29 Daytime --------- 2 Weekends -------- 1 Sunday ---------- 6 d) Foreign Language Programs AM (Morning)----7 PM (General)--—-15 Afternoon ------- 11 Evening --------- 51 Anytime --------- 1 Daytime --------- 4 Weekends -------- 2 144 e) Programs about American History AM (Morning)----12 PM (General)----26 Afternoon ------- 21 Evening --------- 58 Daytime --------- 2 Weekends -------- 7 Saturday -------- 1 f) Programs about Foreign History AM (Morning)---—6 PM (General)—---25 Afternoon ------- 9 Evening --------- 46 Daytime --------- 2 .Weekends -------- 4 Saturday -------- 1 9) Science Programs AM (Morning)----6 PM (General)----17 Afternoon ------- 15 Evening --------- 41 Daytime --------- 1 Weekends -------- 6 h) Fashion Programs AM (Morning)--—-5 Noon ------------ 1 PM (General)----12 Afternoon ------- 17 Evening --------- 25 ~Daytime --------- 1 Weekends -------- 4 Sunday ---------- 1 i) Programs about Literature and New Books AM (Morning)---—9 PM (General)----19 Afternoon ------- 19 Evening --------- 48 Daytime --------- 4 Anytime --------- 2 Weekends -------- 4 Saturday -------- 1 Sunday ---------- 2 145 j) Do—It—Yourself Programs AM (Morning)----9 Noon ------------ 1 PM (General)----9 Afternoon ------- 15 Evening --------- 22 Anytime --------- 2 -Daytime --------- 1 Weekends -------- 1 Sunday ---------- 2 k) Programs for Teenagers AM (Morning)---—2 PM (General)----8 Afternoon ------- 51 Evening --------- 55 Anytime --------- 1 Daytime --------- 4 Saturday -------- 5 1) Programs for Children 12 or Under AM (Morning)-—--21 Noon ------------ 1 PM (General)----15 After School----45 Evening --------- 11 Anytime --------- 1 Daytime --------- 2 -Weekends -------- 2 .Saturday -------- 6 MAIL SURVEY Summary of Findings The second survey consisted of a mailed questionnaire, sent to approximately 5,050 people. All recipients were either on the Church mailing list, or on WRVR's mailing list.1 Consequently, the questionnaire was sent to only those peOple familiar with WRVR, and for the most part, at least occasional listeners. The objectives of the survey were to ascertain: 1) the demographics of the WRVR listening audience, 2) the program preferences Of the audience, 5) the program needs of the audience, and finally 4) the WRVR audience listening habits. The intent of this section of the report is to high— light the findings Of the survey. All conclusions made are SUpported by the data appearing in the following section. Demogrgphics of Reppondents 1. Approximately 68% of the respondents were 40 years Old or older. 2. Approximately 60% of the respondents were college graduates, with additional post graduate credits or degrees. 1See Section III, Definition of Respondents. 146 147 5. Complete percentage breakdowns of the demographic information is presented in Section IV. Program Preferences 1. Music was reported to be the most regularly listened to program type. A 4 to 1 margin separates music from its closest competitor, newscasts. The percentage distribution of music preferences revealed: 1) Classical music as the favorite (56%), followed by 2) Jazz (21%), Popular (9%), and Opera (7%). 2. Newscasts were reported to be the second most regu— larly listened to program type (16%). However, when directly asked about newscasts, only 40% of the respondents said they regularly use FM Radio as a source of news coverage. This appears to indicate that news is listened to when it comes on as part of a station's format, but that the average listener turns elsewhere for complete news coverage. 5. Discussion and Talk Programs were the third most regularly listened to program type mentioned (15%), followed by Religious Programs (9%). Program Needs 1. The question concerning opinions about existing pro- gram types, revealed the following: a. A need for more: Programs about Literature and New Books, Programs about American History, 148 Discussion of the Fine Arts, and Science Programs--in that order. b. A desire for lepp: Fashion Programs, Foreign Language Programs, and Do-It-Yourself Programs-- in that order. c. Newscasts: A need for ppre_News Analysis and Commentary (59%) and Panel Discussion of News and Public Affairs (54%), and a desire for lg§§_ Sportscasts. 2. One hundred and two responses were given to the ques— tion asking for unique program ideas. a. The greatest number of suggestions for any ope program type were for live music and drama. b. A total of 26 suggestions were made concerning Educational Programs, centering around the issues Of today, e.g., Negro History, Explana- tion of Social and Political Movements, Consumer Education, Foreign Domestic Problems, and Travel Programs. c. A wide range of suggestions for Music Programs were given, e.g., Live Jazz from Various Night Clubs, Music from the Soviet Union, and Negro Gospel Music. Listening Habits 1. The two most common methods of deciding what FM sta— tion or program to listen to, were random dialing to a 149 satisfying program (approximately 51%), and newspaper com- ments and listings (approximately 19%). 2. Approximately 50% of the respondents listen to FM Radio between 1 and 5 hours per day, primarily in the evening (47%) and morning (27%). 5. The majority (approximately 56%) of the respondents saidtflmnrlisten attentively to the FM Radio while it is on, while approximately 26% use it for background companionship. 4. Fifty-six percent of the respondents indicated that when listening to FM Radio, they listen to WRVR some of the time. 5. The four programs receiving the greatest number of responses to the question, "Please check those programs you listen to regularly on WRVR(FM)," were: (in order) 1) Just Jazz with Ed Beach 2) Service Of WOrship 5) Just Music 4) Service of Music Tabulation of Questionnaire Responses Question 1) Does your FM Radio play stereo broadcasts? Yes . . . . . . . 56.81% NO. . . . . . . . 54.05 NO Re5ponse 9.16 100% Question 2) What kinds of programs do you listen to regularly on FM Radio? 150 Percent of Total Responses * Music 45.76 Opera 5.56 Discussion and Talk Programs 15.17 Religious Programs 9.01 Newscasts 15.89 Programs about Literature and New Books 0.42 Drama (Plays, Poetry) 0.72 Foreign Language Programs 0.29 Science Programs 0.64 Programs about American and Foreign History 0.15 Fashion Programs 0.15 Children's Programs 0.29 Programs about the History and Development of Music, both American and Foreign 0.07 Miscellaneous 2.45 NO Response 8.05 100% *Total Number of Responses: 1597 Question 5) we would like to ask your Opinion about several FM Radio program categories. Would you please indicate after each program category whether you would like more or less of the program type, or whether you feel there is enough of the type? No More Less Enough Response Discussion Of the Fine Arts (Music, Dance, Arts, etc.) 28.71% 6.19% 34.03% 51.06% Discussion about Popular Culture (Movies, Radio, Television) 20.54 8.91 54.55 56.01 Religious Programs 17.55 11.59 57.75 55.54 Foreign Language Programs 15.00 15.49 51.44 42.08 Programs about American History 28.96 5.82 27.60 57.62 Programs about Foreign History 26.56 7.67 26.49 59.48 Science Programs 27.25 5.69 27.25 59.85 Fashion Programs 6.51 20.42“ 29.21 44.06 Programs about Literature and New Books 57.58 4.55 25.89 54.41 -DO-It-Yourself Programs 18.69 12.62 25.57 45.52 Programs for Teenagers 18.56 9.41 26.56 45.67 Programs for Children 12 and Under 21.78 8.54 25.25 44.45 151 Question 4) Can you think of any kinds of FM Radio programs that you would like to hear, that are not avail- able at the present time? One hundred and two responses were given to this question, representing 17.08% of the total 808 completed questionnaires. These responses have been categorized and presented by program groups. -A number in parenthe- sis following a program suggestion, represents the total number of respondents suggesting the particular type Of program. All other program types have been suggested by ppp_respondent. Discussion Programs Religious and Political Debates (2) Discussions on Yoga and Buddhism Discussions on UFO's Public Opinion Programs Discussions on Conservation (5) Discussions Dealing with the Nature and DevelOpment of Freedom Discussions of PhilOSOphy Educational Programs Travel Programs (5) Consumer Education (2) Nutrition Education Classes--English Literature and Anthropology Negro History (6) Explanation of Social and Political Movements Adult Education One-Shot Looks at History, Literature, and Current Local News from Foreign Countries Broadway Theater Operations from the Inside Series on How Foreign Countries Deal with Pollution, Transportation, and Public Information Problems Programs on What Socialism Is History of American Music and Entertainers Nature Programs "Late Late Lecture" Legal Tips Family Living Sex Education Science and the Citizen Music Programs Glee Clubs Live Music (12) Negro Gospel Music (2) 152 Live Concerts by Relatively Unknowns Oriental Music Classical Guitar Music Popular Music in Foreign Countries Musical Comedy Live Jazz from Various Night Clubs Calypso Music Big Band Music--1940 through 1948 Hillbilly Music Live Broadcasts Of the New York Philharmonic Orchestra British and French Jazz Music from the Soviet Union Dramatic Programs Mystery Shows--"The Shadow“ Radio Drama (10) Poetry Readings (5) Live Broadway Plays (2) "Bob and Ray" (2) ' Live Humor (2) Programs Taped at Colleges where Young Talent is Performing Serialized Readings of Novels and Plays (2) Science Fiction Series "21st. Precinct" Fred Allen "Gang Busters" Variety Shows Instructional Programs News Foreign Language Courses—-Russian, Japanese, Spanish, Arabic (6) Exercise -Art Courses Programs on Child Care for Young Mothers Teaching Speed Reading and Mathematics Hobby Programs-—e.g., Railroad Model Building Programs for Blind People Repairing Electrical Appliances and Public Affairs Programs Economic and Business Issues Communication Issues Foreign News Commentators State and National Legislatures in Session Summary Of Foreign Newspapers Liberal and Conservative News Analysis Civic Affairs Programs 155 Biographical Information of Government Officials at All Levels "New Left" Newscasts--Presenting Radical Positions Medical News Consumer Reports Miscellaneous Astrological Guide Psychological Guidance BBC Broadcasts (9) Programs for Elderly People--Sixty or Over Intelligent Effort to Bridge the Generation Gap Blue Grass Avant-garde "Reading Aloud" (5) Prayer in Morning and Evening Services Of Worship from Other Churches--Taped Bible Readings Programs about the Good Things Teenagers are Doing Rebroadcast of European Programs Question 5) What types of music do you listen to regularly on FM Radio? Percent of Total Repponses* Classical, All Eras 56.17 Opera 7.51 Rock 'n Roll, Rhythm-and-Blues, Soul 4.54 Jazz 20.65 Folk Music 4.94 Country and Western 0.22 Broadway Showtunes, Movie Scores 1.55 Dixieland 0.44 Polkas 0.15 Hymns and Sacred Music 1.99 Modern Big Band 0.51 POpular (Contemporary) 8.86 Miscellaneous 5.68 NO Response 9.01 100% *Total Number of Responses: 1557 Question 6) Do you regularly listen to FM Radio for news coverage? FM Radio was found to be a regular source for news coverage 40.47% of the time, representing a total of 527 respondents. A "NO" answer was given by 48.51% of the respondents, and 11.01% did not answer the question. 154 Question 7) We would like to know how you feel about FM Radio newscasts. Do you feel there should be more or less of the following types of newscasts, or is there enough of each type? No More Less Enough Response National and International Newscasts 25.62% 4.33% 40.47% 29.58% State Newscasts 15.84 8.04 55.72 55.40 Local Newscasts 21.16 8.42 57.00 55.42 Sportscasts 8.29 19.80 54.65 57.25 News Analysis and Com- mentary 58.61 6.95 25.62 28.85 Panel Discussion of News and Public Affairs 54.55 8.17 26.61 50.69 Question 8) DO you have any children under the age of 12? If so, what types of FM programs do they regularly listen to? The response "YES" was given by 158 respondents, representing 19.55% of the total number of responses given to the question.* A "NO" answer was gimen by 72.15% (585 respondents), and 7.81% (67 respondents) did not answer the question. . *Total Number of Responses: 808 A total of 156 responses concerning the childrens' listening habits were secured by those respondents answering "YES" to the first part of this question. The following table illustrates the percentage breakdown for each response: Music 5.69% Story Book Readings 0.62 .EDUCATIONAL: Lesson Type (History, Mathematics, Do-It—Yourself) 1.11 Adventure Series 0.12 Miscellaneous 0.50 Children Do Not Listen To FM Radio 8.79 NO Response 85.04* 100% *The "NO Response" figure represents the total number of respondents who 1) did not answer the first part of question 8, 2) answered "NO" to the first part of ques— tion 8, and 5) answered "YES" to the first part of ques— tion 8, but did not answer the second part. 155 Question 9) DO you usually pay close attention to your FM Radio while it is on, or do you usually have it on for background companionship? Close Attention 55.57% Background Companionship 25.99 It Depends on the Program 12.00 No Response 6.45 100% Question 10) How do you decide what FM station or program to listen to? Percent of Total Re5ponses* FM Guide and.gpp Magazine 15.88 Newspaper Comments and Listings 18.70 WOrd-Of-Mouth 1.52 Random Dialing to Satisfying Program (Mood I'm In) 50.69 Habit (Favorite Station) 14.16 Stereo Light Goes On 0.19 Carillon 4.82 Miscellaneous 2.74 NO Response 15.50 100% *Total Number of Responses: 1059 Question 11) Approximately how many hours per day do you listen to FM Radio? 1-5 Hours 49.65% 5-5 Hours 21.55 5—7 Hours 8.66 7—9 Hours 4.95 Over 9 Hours 5.71 No Response 11.51 100% Question 12) During what times of the day do you listen to FM Radio? Percent of Total Responses* Morning 27.17 Afternoon 14.01 Evening 46.56 Midnight to 6 A.M. 5.50 No Response 7.16 100% *Total Number of Re5ponses: 1225 156 Question 15) When listening to FM Radio, I tune to WRVR(FM): Most of the Time 21.41% Some of the Time 56.19 Hardly Ever 16.21 No Response 6.18 100% Question 14) Please Check those programs you listen to regu- larly on WRVR(FM). Number of Percent of Times Program Total Title Checked Respondents* Father O'Connor's Jazz Anthology 165 20.50 Urban Affairs Report 56 6.95 Cantate Domino 105 12.75 Service of WOrship 277 54.28 Church World News 157 19.45 Service of Music 169 20.92 El Servicio de Adoracion 9 1.11 Puntos Cardinales 5 0.57 Redescubriendo America 6 0.74 Radioteatros 7 0.87 The Richter Scale Society with Bill Minkin 15 1.61 Just Music 212 26.61 Just Jazz with Ed Beach 282 54.90 Casper Citron Interviews 45 5.52 Night Call 66 8.04 Studs Terkel Interviews 70 8.66 Ernest Bloch; The Man and His Music 40 4.95 New York: Hispanic City 9 1.11 Riverside Radio Roundtable 51 6.51 Politics 49 6.06 Beach, for Art's Sake 56 4.46 Once Upon a Time 22 2.72 Children's World 55 4.08 BBC Science Magazine 55 6.81 Osborg's Choice 41 5.07 More Jazz, with Max Cole 145 17.70 *Total Number of Respondents: 808 (Completed Questionnaires) Question 15) Please check the program categories you listen to regularly on WRVR(FM). Monday Night Operas 9.51% Drama 7.01 Friday Night Comtemporary Music Concerts 6.71 Concerts from EurOpean Music Festivals NO Re5ponse 157 18.76 58.01 100% Question 16) What FM station, or stations, do you occasional- . other than WRVR(FM)? 1y listen to *Total Number of Responses: WQXR WNCN WBAI WNYC WLIB WPAT WTFM WKCR WNBC WRFM WNEW WOR WPIX WCBS WABC WFUV WVNJ WDHA WFMU WFAS WVHC WFME WJRZ WPRB WALK WHLI WLNA WMMM WRLB WSOU WAWZ WBAB WHBI WHOM WHGT WJLK WLIR WNYE WPAC WSTC WVIP NO Response 20.98 11.41 9.89 8.71 5.52 .60 .16 .57 .41 .55 .55 .55 .11 .94 .89 .40 .69 .64 .64 .59 .45 .55 .22 .15 .10 .10 .10 .10 .10 .10 .05 .05 .05 .05 .05 .05 .05 .05 .05 .05 .05 .42 GOOOOOOOOOOOOOOOOOOOOOOOOOI—‘PPNNNCNCNCNPP Percent of Total Responses* 100% 1849 158 Question 19) Are you a member of the Riverside Church? Yes 36.14% NO 62.58 NO Response 1.49 100% Question 20) DO you attend Riverside Church: Frequently 28.71% Occasionally 15.47 Hardly Ever 55.42 Never 12.50* NO Response 9.90 100% *The re5ponse "Never" was not one of the fixed alternatives to this question. This figure represents the percent of r55pondents who wrote the word "Never" on the questionnaire as a re- sponse to this question. Definition of Respondents In order to assess the program needs and preferences Of WRVR's existing audience, it was necessary to mail the ques— tionnaire to those people familiar with the station. The following table illustrates the total mailing list, broken down into separate categories: 1) 5y600 questionnaire§—-mailed along with the Riverside 2) 5) Church Newsletter (The Carrilon). The newsletter is mailed to: 1) all church members within a 50 mile radius of the church, 2) all non-member contributors, and 5) as a public relations mailing to various people and organizations‘in the city. The newsletter devotes the entire back page to WRVR program listings. 500 questionnaires—-mailed to peOple who have contrib- uted money to the station. 250 questionnaires—-mailed along with the Jazz Schedule requests for the Ed Beach program. 159 4) 700 guestionnaires-—mailed to those peOple who have written to the station during the past two years. Total: 5,050 questionnaires mailed Demographics of Respondents 1) Total Number of Respondents 2) Age of Respondents Teens 20's 50's 40's 50's 60's Over 70 NO Response 5) Education of Respondents Eighth (8th) Grade or Under Some High School High School Graduate Some College College Graduate Post Graduate Work No Response No. 10 51 100 95 206 274 92 Percent 2.10 9.05 15.97 21.29 20.92 15.55 10.40 4.95 Percent 1.24 5.84 12.58 11.76 25.50 55.91 11.58 100% 100% 160 Riverside Radio WRVR New York 10027 LISTENER SURVEY 1969 Please complete and return this questionnaire as soon as pos- sible. Fold the completed survey form as indicated and seal with a staple or a bit of Scotch tape. No postage is required, but you can make a small contribution to WRVR's budget by covering the printed square ("No Postage Stamp Necessary") in the upper right corner of the address section with a six-cent stamp. 1. Does your FM Radio play stereo broadcasts? 1)__YES 2)__NO (9) 2. What kinds of programs do you listen to regularly on FM Radio? I I I 0 (10‘11) 5. We would like to ask your opinion about several FM Radio program categories. WOUld you please indicate after each program category whether you would like more or less of the program type, or whether you feel there is enough of the type? Misgm a) Discussion of the Fine Arts (Music, Dance, Art, etc.) ___1 ___2 ___5 (12) b) Discussion about POpular Culture. (Music, Television) ___1 ___2 ___5 (15) c) Religious Programs ___1. ___2 ___5 (14) d) Foreign Language Programs ___1 ___2 ___5 (15) e) Programs about American History .___1 ___2 '___5 (16) f) Programs about Foreign History ___1 ___2 ___5 (17) 9) Science Programs ___1 ___2 ___5 (18) h) Fashion Programs ___1 ___2 ___5 (19) 1) Programs about Literature and New Books .__41 ___2 ___5 (20) j) Do—It-Yourself Programs ___1. ___2 ___5 (21) k) Programs for Teenagers ___1 ___2 ___5 (22) 1) Programs for Children 12 and Under ___1 ___2 ___5 (25) 4. Can you think of any kind of FM Radio program that you would like to hear that is not available at the present time? I I I 0 (24) 5. What types of music do you listen to regularly on FM Radio? I I I 0 (25—26) 161 6. DO you regularly listen to FM Radio for news coverage? 1) __YES 2) NO 7. We would like to know how you feel about FM Radio News- casts. Do you feel there should be more or less of the following types Of newscasts, or is there enough of each type? More Less Enough a) National and International (27) Newscasts 1 2 5 (28) b) State Newscasts 1 2 5 (29) c) Local Newscasts 1 2 5 (50) d) Sportscasts 1 2 5 (51) e) News Analysis and Commentary 1 2 5 (32) f) Panel Discussion of News and Public Affairs 1 2 5 (55) 8. DO you have any children under the age of 12? (54) 1) ___YES 2) __NO If so, what types of FM programs do they regularly listen to? I I I o (55) 9. Do you usually pay close attention to your FM Radio while it is on, or do you usually have it on for back- ground companionship? 1) __Close Attention; 2)__Background Companionship 5) __It Depends (56) 10. How do you decide what FM station or program to listen to? , , , (57) 11. Approximately how many hours per day do you listen to FM Radio? Please check one. 1) _1- 5 hours; 2)__5-5 hours; 5)__5-7 hours; 4) _7- 9 hours; 5)__Over 9 hours. (58) 12. During what times of the day do you listen to FM Radio? 1)__morning, 2)__afternoon; 5)__evening, 4)__midnight to 6 A.M. (39) 15. When listening to FM Radio, I tune to WRVR; 1)__most of the time; 2)__some of the time; 5)__hardly ever. (40) 162 14. Please check those programs you listen to regularly on WRVR. 1. Father O'Connor's Jazz Anthology (41) 2. Urban Affairs Report (42) . Cantate Domino (45) Service of WOrship (44) . Church World News (45) Service of Music (46) El Servicio de Adoracion (47) . Puntos Cardinales (48) Redescubriendo America (49) . Radioteatros (50) The Richter Scale Society with Bill Minkin (51) . Just Music (52) Just Jazz with Ed Beach (55) 14. Casper Citron Interviews (54) 15. Night Call (55) 16. Studs Terkel Interviews (56) 17. Ernest Bloch: The Man and His Music (57) 18. New York; Hispanic City (58) 19. Riverside Radio Roundtable (59) 20. Politics (60) 21. Beach, for Art's Sake (61) 22. Once Upon a Time (62) 25. Children's WOrld (65) 24. BBC Science Magazine (64) 25. Osborg's Choice (65) 26. More Jazz, With Max Cole (66) (N .p. \ICDU'I CD CO (NNl-‘O 15. Please check the program categories you listen to regu- larly on WRVR 1)__Monday Night Operas; 2)__Drama; 5)__Friday Night Contemporary Music Concerts; 4)__Concerts from European Music Festivals. 16. What FM station, or stations, do you occasionally listen to . . . other than WRVR? (67) I , , . (68-69) 17. Please indicate your age: (70) 18. Please indicate the last year of school you completed: (71) 19. Are you a member of the Riverside Church? 1) _YES 2) NO (72) 165 20. Do you attend the Riverside Church: 1)__Frequently; 2)__pccasionally; 5)__Hardly Ever. Please check one. (75) Your name and address (if you wish): Riverside Radio WRVR thanks you for your COOperation in com- pleting this survey questionnaire. As a token of our thanks, we would be happy to share the survey findings with you once they have been compiled. If you would like a copy, please be sure to give your name and address above and place a check mark here: Walter P. Sheppard General Manager APPENDIX II WRVR AUDIENCE STUDY: FINAL TABULATION OF QUESTIONNAIRE RESPONSES Question 1) Does your FM radio play stereo broadcasts? Yes 57.4% NO 55.9 NO Response 8.7 Question 8) DO you have any children under the age of 12? If so, what types Of FM programs do they listen to? The response "YES" was given by 187 respondents, repre- senting 20.2% of the total number of responses given to the question.* A "NO" answer was given by 72.7% (675 respond- ents), and 7.1% (67 respondents) did not answer the question. *Total number of responses: 928 A total of 162 responses concerning the children's lis- tening habits were secured by those respondents answering "YES" to the first part Of this question. The following table illustrates the percentage breakdown for each response: Music 5.9% Story Book Readings 1.1 EDUCATIONAL: Lesson type (History, Mathematics, Do-It-Yourself) 1 1 Adventure Series 0 1 Miscellaneous 0.5 Children DO Not Listen to FM Radio 8 7 NO Response 82 5 *The "NO Response" figure represents the total number Of respondents who 1) did not answer the first part of Question 8, 2) answered "NO" to the first part of Question 8, and 5) answered "YES" to the first part of Question 8, but did not answer the second part. 154 165 Question 15) When listening to FM radio, I tune to WRVR(FM): Most of the Time 22.0% Some of the Time 56.2 Hardly Ever 15.5 No Response 6.5 Question 14) Please check those programs you listen to regularly on WRVR(FM). Number of Percent Times Program of Title Checked Respondents* Father O'Connor's Jazz 205 21.8 Urban Affairs Report 75 7.8 Cantate Domino 114 12.2 Service of Worship 519 54.5 Church World News 181 19.4 Service of Music 191 20.5 El Servicio de Adoracion 10 1.1 Puntos Cardinales 5 0.5 Redescubriendo America 6 0.6 Radioteatros 8 0.9 The Richter Scale Society with Bill Minkin 18 1.9 Just Music 256 27.5 Just Jazz with Ed Beach 554 55.8 Casper Citron Interviews 55 5.9 Night Call 85 8.9 Studs Terkel Interviews 82 8.8 Ernest Bloch: The Man and His Music 50 5.4 New York: Hispanic City 10 1.1 Riverside Radio Roundtable 66 7.1 Politics 55 5.9 Beach, for Art's Sake 52 5.6 Once Upon a Time 26 2.8 Children's WOrld 59 4.2 BBC Science Magazine 65 7.0 Osborg's Choice 47 5.0 More Jazz, with Max Cole 175 18.8 *Total number of respondents: 956 (completed questionnaires), multiple responses accepted. 166 Question 15) Please check the program categories you listen to regularly on WRVR(FM). Monday Night Opera 11.9% Drama 8.1 Friday Night Contemporary Music Concerts 8.5 Concerts from European Music Festivals 22.5 No Response 67.5 Question 20) Do you attend Riverside Church: Frequently 28.4% Occasionally 15.6 Hardly Ever 55.8 Never 12.7* No Response 9.5 *The response "Never" was not one of the fixed alternatives to the question. This figure represents the percent of respondents who wrote the word "Never" on the questionnaire as a response to the question. APPENDIX III WRVR AUDIENCE STUDY FINAL TABULATION: DEMOGRAPHICS OF RESPONDENTS 1) Age of Respondents Number Percent Teens 18 1.9 20's 85 8.8 50's 155 16.4 40's 209 22.5 50's 195 20.8 60's 157 14.6 Over 70 95 10.0 2) Education of Respondents Number Percent Eighth (8th) Grade or Under 11 1.2 Some High School 55 5.7 High School Graduate 124 15.2 Some College 105 11.2 College Graduate 242 25.9 Post Graduate Work 516 55.8 167