1

Does WNKU Rock Enough?Overall Results of WNKU Members Survey

Anna FeldmanTiffany Hopkins

Julie Messer

Research Objectives 3Research Methodology 4Demographics 7Why Do Respondents Discontinue Membership/Support 8

How Often Do You Listen to WNKU? 9Listening Habits of WNKU (Compared to One Year Ago) 10WNKU’s Current Playlist 11Changes in Listening Behavior 12Morning Listening Behavior 13

WNKU’s Direction 14Turnups & Tuneouts Top 2 Box Scores 15Overall Turnups & Tuneouts Ratings 16

Heading in the Right Direction to Opinion on Current Playlist 17Heading in the Right Direction to Morning Listening Behavior 18

Turnups & Tuneouts to Gender 19Turnups & Tuneouts to Age 20Turnups & Tuneouts to How Frequently You Listen to WNKU Compared to One Year Ago 21

Turnups & Tuneouts to Respondents’ Membership/Support Status 22Turnups & Tuneouts to Morning Listening Behavior 23Turnups & Tuneouts to WNKU Playlist Rock Level 24Qualitative Findings 25Recommendations 32

Appendix 34

Table of Contents

3

Research Objectives

1. To measure respondents’ attitudes towards music of varying tempos (i.e. Tuneouts vs. Turnups) through testing twelve, 30 second song clips

2. To determine respondents’ overall satisfaction with WNKU

3. To determine listeners’ morning listening habits4. To determine trends in how respondents are listening

to music5. To determine why listeners discontinue monetary

support of WNKU radio station

4

Research Methodology

Sample: •WNKU’s email database (those with contact with WNKU)

•Members, supporters, individuals intercepted at different events

•8300 total emails/1600 rejects•943 total responses •14.1% response rate - 943/(8300-1600)

Sampling Plan:•Self-administered web survey via email

Duration•Survey open online from November 7th , 2012 through November 12th , 2012

5

Research Methodology

Screening• Only those in WNKU database given access to survey• First question

• “Which of the following best describes you?”• Current member/supporter, former member/supporter, neither

but music lover in the Cincinnati area, other• If “other” was selected, respondent was screened out• 12 respondents were screened out

Incentives:• The use of material incentives were not used• Instead used intrinsic rewards

• “Value their opinion”• “Need their input to make WNKU a better listening experience”

• These methods are free and effective in calling respondents to action

6

Research Methodology

Qualitative Data•What is your overall impression of WNKU’s programming?•Do you have any final comments or suggestions for WNKU?•Former member/supporters: Please indicate the main reason why you are no longer a member/supporter of WNKU.

Demographics

Female

Male

0% 10% 20% 30% 40% 50% 60% 70%

38%

62%

Gender

7

18-2566+

26-3536-4546-55

56-65

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

1%6%

8%13%

33%

39%

Age

Prefer Not To Say

$0-$20,000

$20,001-$35,000

$35,001-$50,000

$50,001-$75,000

$75,001-$100,000

$100,001-$150,000

$150,000+

0% 5% 10% 15% 20% 25%

14%

1%

5%

11%

20%

19%

18%

11%

Annual Income Before Taxes

High School or Equivalent

Associate Degree

Professional Degree

Some College

Master's Degree

Bachelor's Degree

0% 5% 10% 15% 20% 25% 30% 35% 40%

5%

7%

12%

17%

23%

35%

Education

Q28: Annual household income before taxes*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area

N = 840*

Q27: Your Gender*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area

N = 840*Q25: Your age*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area

N = 840*

Q26: Education*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area

N = 840*

Why Do Respondents Discontinue Membership/Support

8

•Respondents largely did not discontinue their support because of discontentment with the station•The economy is having far more of an impact on membership and support than station content•This is good for WNKU because it signals that FOR THE MOST PART the music is not driving members away. However, it also means that the music is not urging people to continue support either

Too Much News

Poor Customer Service

Not Enough News

Music No Longer Matches My Taste

Unhappy with Program Changes

Other

Overextended Financially

0% 10% 20% 30% 40% 50% 60%

0.0%

0.6%

1.3%

7.8%

7.8%

27.9%

54.5%

Q2. From the list below, please indicate the main reason why you are no longer a supporter/member of WNKU.*The reduced base size pertains to those respondents who stated that they are ‘Former Supporter/Member of WNKU’ from Q1, others were screened outThe “Other” Responses were qualitative in nature, and will be discussed in length later

N = 154*

How Often Do You Listen to WNKU?

9

Never

Less than Once a Month

Once a Month

2-3 Times a Month

Once a Week

2-3 Times a Week

Daily

0% 10% 20% 30% 40% 50% 60% 70% 80%

0.2%

0.8%

0.8%

2.9%

3.5%

19.8%

72.0%

•This shows that the vast majority of respondents listen to WNKU on a daily basis (72%). The closest second is 2-3 times a week at 19.8%•This shows that respondents are dedicated WNKU listeners

Q7: How often do you listen to WNKU?*The reduced base size pertains to WNKU Current and/or Former Supporters /Members and Music Lovers in the Cincinnati area

N = 904*

10

Listening Habits of WNKU (Compared to One Year Ago)

Less Frequently

More Frequently

About the Same

-10% 0% 10% 20% 30% 40% 50% 60% 70%

14.2%

24.8%

61.0%

•This is another positive sign for WNKU•The majority of respondents (85.8%) are either listening to WNKU about the same amount or more frequently•Only 14.2% are listening less

Q8: Thinking specifically about WNKU, would you say you listen more frequently, less frequently, or about the same as you did one year ago?*The reduced base size pertains to WNKU Current and/or Former Supporters /Members and Music Lovers in the Cincinnati area

N = 904*

WNKU’s Current Playlist

11

Haven't listened to WNKU lately, don't have an opinion

Rocks too much

Doesn't rock enough

Rocks just about the right amount

0% 10% 20% 30% 40% 50% 60% 70%

2.1%

8.4%

18.5%

71.0%

•This shows that the vast majority of respondents think that WNKU already rocks just the right amount•18.5% believe it could rock a little harder•Only 8.4% think WNKU rocks too much

Q11: Considering WNKU’s current playlist, do you believe the music:*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area

N = 893*

Changes in Listening Behavior

12

•There are 3 percentages that stand out and are beneficial for WNKU: The fact that respondents are largely listening to AM/FM radio about the same amount (58.4%), that most respondents are not listening to satellite radio (70.5%), and that respondents are listening via streaming more frequently (42.1%)•This is good for WNKU because most respondents are still listening to traditional radio, are not listening to satellite radio (one of WNKU’s competitors), and are streaming music more often (a medium that WNKU utilizes)

More Frequently

Less Frequently

About the Same

Never Listened to Music This Way

0% 20% 40% 60% 80%

26.6%

13.6%

58.4%

1.3%

AM/FM RADIO

More Frequently

Less Frequently

About the Same

Never Listened to Music This Way

0% 10% 20% 30% 40% 50% 60% 70% 80%

11%

10%

9%

71%

SATELLITE RADIO

More Frequently

Less Frequently

About the Same

Never Listened to Music This Way

0% 10% 20% 30% 40% 50%

42.1%

13.4%

26.6%

17.9%

ONLINE STREAMING

More Frequently

Less Frequently

About the Same

Never Listened to Music This Way

0% 20% 40%

28.7%

11.5%

28.8%

31.1%

IPOD/MP3

Q4: Considering the different ways you might listen to music, would you say you listen to music in the following ways more frequently, less frequently, or about the same as you did two years ago?*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area

N = 917*

13

Morning Listening Behavior

Rather not listen to any of these

Talk/news

Mellow music

Music that rocks

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

4%

22%

30%

44%

•This shows that the majority of respondents prefer music that rocks in the morning, but mellow music and talk/news are not far behind•Music that rocks should be played the most in the morning, but mellow music and talk/news should also be played (just less than rocking music)

Q5: From the following, what would you prefer to listen to in the morning, during your typical morning routine?*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area

N = 904*

WNKU’s Direction

14

Satisfied with the mix of music WNKU plays

Overall WNKU is heading in the right direction

WNKU is a good station to discover new music

0% 10% 20% 30% 40% 50% 60% 70% 80%

1.9%

1.9%

1.5%

7.5%

5.2%

1.0%

7.4%

11.5%

2.2%

39%

33%

20%

44.1%

48.4%

75.7%

Strongly Agree Agree Neither Agree nor DisagreeDisagree Strongly Disagree

•The majority of respondents either “strongly agree” or “agree” that WNKU is a good station to discover new music (95.3%), that overall WNKU is heading in the right direction (81.4%), and that they are satisfied with the mix of music WNKU plays (83.1%)•Only 2.5%, 7.1%, and 9.4% of respondents disagree with the above statements respectively

Q10: Please indicate your level of agreement with the following statements pertaining to WNKU*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area

N = 893* 1 2 3 4 5 6Strongly Disagree

Agree Strongly Agree

Disagree Neither Disagree or Agree

N/A

Turnups & Tuneouts Top 2 Box Scores**

15

Sara Watkins

Ellis Paul

Carrie Newcomer

Tony Furtado

Reverand Payton

Rodney Crowell

G Love

Jimmy Hendrix

James Gang

Muddy Waters

Paul Thorn

Jayhawks

0% 10% 20% 30% 40% 50% 60% 70% 80%

22.2%

45.3%

46.1%

48.9%

52.5%

59.7%

60.9%

63.2%

64.7%

64.9%

73.1%

73.7%

•11 out of the 12 song clips tested were very well liked (Over 45% of respondents reported a “like” or a “like a lot”)•The “Turnups” (in green) as a group were liked more overall•HOWEVER, the song most liked (by the Jayhawks) is a “Tuneout”

TURNUPTUNEOUT

1 2 3 4 5 6 Don’t Like

at AllLike Like a

LotDislike Dislike

SomewhatLike

Somewhat

Q13-Q24 Please indicate how you feel about this song clip.(See scale to right)*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area**Total percentages are from those respondents that chose ”Like” or “Like a lot” with each of the 12 song clips.

N = 540*

Overall Turnups & Tuneouts Ratings**

16

Sara Watkins

Tony Furtado

Carrie Newcomer

Ellis Paul

Reverand Payton

Jimmy Hendrix

G Love

Rodney Crowell

James Gang

Muddy Waters

Paul Thorn

Jayhawks

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

58.0%

79.1%

79.1%

79.2%

79.7%

85.8%

87%

87.3%

88.4%

88.9%

92%

94.6%

42%

20.9%

20.9%

20.8%

20.3%

14.2%

13%

12.7%

11.6%

11.1%

8%

5.4%

LIKE

DISLIKE

TURNUPTUNEOUT

1 2 3 4 5 6 Don’t Like

at AllLike Like a

LotDislike Dislike

SomewhatLike

Somewhat

•The vast majority of respondents generally liked the songs•One song stood out, Sara Watkins, a “Tuneout” with only 58% of respondents reporting a “like” and 42% reporting a “dislike” •This shows that overall, respondents did prefer the “Turnups” with 3 of the top 4 being those, and the bottom 4 being “Tuneouts”. However, the margin between songs are slim and the number one liked song was a “Tuneout” by Jayhawks

Q13-Q24 Please indicate how you feel about this song clip. (see scale to right)*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area**“Dislike” values based on the sum of “Don’t like at all”, “Dislike”, and “Dislike Somewhat”; “Like” values based on the sum of “Like Somewhat”, “Like”, and “Like a Lot” percentages

N = 540*

17

Heading in the Right Direction to Opinion on Current Playlist

Q10: Please indicate your level of agreement with the following statements pertaining to WNKU along with Q11: Considering WNKU's current playlist, do you believe the music: Rocks too much, Rocks just about the right amount, Doesn’t rock enough, or I haven’t listened lately, don’t really have an opinion.*The reduced base size pertains only to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area** With 99% Confidence, there is a significant difference in the graph and data above

• Looking at the Bottom 2 Box Score, 89.0% of respondents believe that WNKU Rocks too much while also “strongly disagreeing” or “disagreeing” that WNKU is heading in the right direction• 51.8% of respondents believe that WNKU doesn’t rock enough while also “strongly disagreeing” or “disagreeing” that WNKU is heading in the right direction

89.0%

54.9%

4.3%

51.8%

Bottom 2 Box

I haven't listened lately, don't have an opinion**

Doesn't rock enough**

Rocks just about the right amount**

Rocks too much**

0% 20% 40% 60% 80% 100% 120%

4.3%

28.3%

19.6%

47.8%

7.8%

31.4%

44.1%

16.7%

23.5%

35.3%

41.2%

Strongly Disagree Disagree Neither Agree nor Disagree Bottom 2 BoxN = 893*

1 2 3 4 5 6Strongly Disagree

Agree Strongly Agree

Disagree Neither Disagree or Agree

N/A

Talk/news**

I'd rather not listen to any of these**

Mellow music**

Music that rocks**

0% 10% 20% 30% 40% 50% 60% 70% 80%

5.9%

17.6%

29.4%

47.1%

15.2%

6.5%

47.8%

30.4%

Strongly Disagree Disagree

Heading in the Right Direction to Music During Their Morning Routine

18

• 77.5% of respondents who like music that rocks in the morning, also “strongly disliked” or “disliked” the direction that WNKU is heading• 21.1% of respondents who like Talk/News in the morning, also “strongly disliked” or “disliked” the direction that WNKU is heading• 47.1% of respondents who like music that rock, “strongly disagree” that WNKU is heading in the right direction

77.5%

24.1%

77.2%

Bottom 2 Box

Q5: From the following, what would you prefer to listen to in the morning, during your typical morning routine? Along with Q10: Please indicate your level of agreement with the following statements pertaining to WNKU*The reduced base size pertains only to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area** With 99% Confidence , there is a significant difference in the graph and data above

N = 893*Bottom 2 Box

21.1%

1 2 3 4 5 6Strongly Disagree

Agree Strongly Agree

Disagree Neither Disagree or Agree

N/A

Turnups & Tuneouts to Gender

19

1 2 3 4 5 6 Don’t Like

at AllLike Like a

LotDislike Dislike

SomewhatLike

Somewhat

• Males enjoy “Turnups” , while Females enjoy “Tuneouts”•Males’ average mean score for “Turnups” is 4.8, while Females’ is a close 4.6• Males’ average mean score for “Tuneouts” is 4.3, while Females’ is ahead with 4.5

Q13-Q24: Please indicate how you feel about this song clip Along with Q7: Your Gender*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area (Q1) and with the respondents who were able to hear the song clips** With 99% Confidence, there is a significant difference in the Turnups and Tuneouts in the graph above

N = 534*

Female

Male

0 1 2 3 4 5 6

4.5

4.3

4.6

4.8

Turnup** Tuneout**

20

Turnups & Tuneouts to Age

1 2 3 4 5 6 Don’t Like

at AllLike Like a

LotDislike Dislike

SomewhatLike

Somewhat

• The current (56-65) and target (46-55) demographics for WNKU resulted in the same average mean score for “Turnups”• The lowest average means came from the youngest (18-25) and oldest (66+) demographics• The highest average mean for a “Tuneout” was scored by the current demographic - 56-65 (4.5)

Q13-Q24: Please indicate how you feel about this song clip Along with Q25: Your Age*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area (Q1) and with the respondents who were able to hear the song clips** With 90% Confidence, there is a marginal significant difference in the Turnups in the graph above*** With 95% Confidence, there is a significant difference in the Tuneouts in the graph above

N = 534*

18-25

26-35

36-45

46-55

56-65

66+

0 1 2 3 4 5 6

3.9

4

4.2

4.3

4.5

4.4

4.4

4.6

4.8

4.8

4.8

4.4

Turnup** Tuneout***

21

Turnups & Tuneouts to How Frequent You Listen to WNKU Compared to One Year Ago

1 2 3 4 5 6 Don’t Like

at AllLike Like a

LotDislike Dislike

SomewhatLike

Somewhat

• Those respondents who rated “Turnups” highly listen to WNKU about the same or more frequently then one year ago• Those respondents who rated both “Turnups” and “Tuneouts” the lowest, also listen to WNKU less frequently than one year ago• Both “Turnups” and “Tuneouts” were rated above a 4.0 average scale mean among respondents and their frequent listening of WNKU compared to one year ago

Q13-Q24: Please indicate how you feel about this song clip Along with Q8.: Thinking specifically about WNKU, would you say you listen more frequently, less frequently, or about the same as you did one year ago?*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area (Q1) and with the respondents who were able to hear the song clips.** With 99% Confidence, there is a significant difference in the Turnups in the graph above*** With 95% Confidence, there is a significant difference in the Tuneouts in the graph above

N = 534*

Less Frequently

About the Same

More Frequently

0 1 2 3 4 5 6

4.2

4.5

4.3

4.3

4.8

4.9

Turnup** Tuneout***

Turnups & Tuneouts to Respondents’ Membership/Support Status

22

• All of the songs were ranked highly, though “Turnups” were ranked higher• Current members and Cincinnati music lovers both ranked “Turnups” very highly with an average mean of 4.8• Former and Current members/supporters ranked the “Tuneouts” the same with a median score of 4.4. This shows that former members are still enjoying the music, it was not the music that drove them away

1 2 3 4 5 6 Don’t Like

at AllLike Like a

LotDislike Dislike

SomewhatLike

Somewhat

Q13-Q24: Please indicate how you feel about this song clip Along with Q1: Which of the following best describes you*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area (Q1) and with the respondents who were able the song clips** With 90% Confidence, there is a marginal significant difference in the Turnups in the graph above*** With 95% Confidence, there is a significant difference in the Tuneouts in the graph above

N = 534*

Current Members/ Supporter

Former Members/ Supporters

Neither, but Cincinnati music lover

0 1 2 3 4 5 6

4.4

4.4

4.1

4.8

4.6

4.8

Turnup** Tuneout***

23

Turnups & Tuneouts to Music You Listen to During Morning Routine

1 2 3 4 5 6 Don’t Like

at AllLike Like a

LotDislike Dislike

SomewhatLike

Somewhat

• Those respondents who enjoy music that rocks during their morning routine, scored “Turnups” highest with a 4.9• Those respondents who would rather not listen to any of the options during their morning routine, scored “ Tuneouts” the lowest with a 4.2• Those respondents who enjoy mellow music during their morning routine, scored both “Turnups” and “Tuneouts” with a 4.6

Q13-Q24: Please indicate how you feel about this song clip Along with Q5: From the following, what would you prefer to listen to in the morning, during your typical morning routine? *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area (Q1) and with the respondents who were able to hear the song clips** With 99% Confidence, there is a significant difference in the Turnups and Tuneouts in the graph above

N = 534*

Rather not listen to any of these

Talk/News

Mellow Music

Music that rock

0 1 2 3 4 5 6

4.2

4.4

4.6

4.3

4.3

4.6

4.6

4.9

Turnup** Tuneout**

Turnups & Tuneouts to WNKU Playlist Rock Level

24

1 2 3 4 5 6 Don’t Like

at AllLike Like a

LotDislike Dislike

SomewhatLike

Somewhat

• Those who stated that WNKU Rocks too much, rated the “Tuneouts” higher than any other Rock level options (4.8)• The highest average means from the song clips came from “Turnups” and those respondents who stated that WNKU doesn’t rock enough or rocks just about the right amount (4.8)• The lowest “Tuneout” average mean came from respondents who doesn’t think WNKU rocks enough (3.7)

Q13-Q24: Please indicate how you feel about this song clip Along with Q11: Considering WNKU's current playlist, do you believe the music: Rocks too much, Rocks just about the right amount, or Haven’t listedn lately, no opinion*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area (Q1) and with the respondents who were able to hear the song clips** With 99% Confidence, there is a significant difference in the Turnups along with Tuneouts in the graph above

N = 534*

Rocks too much

Haven't listened lately, no opinion

Doesn't rock enough

Rocks just about the right amount

0 1 2 3 4 5

4.8

4.3

3.7

4.5

3.9

4.2

4.8

4.8

Turnup** Tuneout**

25

Qualitative Findings

• Playlist - 233• Sorted by Genre

• Specific Shows - 136• DJs

• Direction of WNKU - 79• Good, Bad, and Ugly

• Adapt Technology - 47• App, Social Media

• Events Relating to WNKU - 31• Put on by WNKU• WNKU Attends

Breakdown by Topic Discussed

Q30: Do you have any final comments or

suggestions for WNKU?

Qualitative Findings - Verbatims

• Variety• “WNKU is too heavy on FOLK music and ROCKABLLY

music”• “A little more ROCK wouldn’t hurt”• “More LOCAL music!!”• “Stick with diverse programming”• “Introduce new music from the same old artists”• “Mix ROCK with softer sounds”• “Gets a big TWANGY at times”

• “NO MORE WHITE PEOPLE MUSIC”

Playlist – Finding That Happy Medium

26 N=233

Qualitative Findings - Verbatims

• “DJ quality is uneven”• “More Request Shows”• “Remember that the staff is what makes the music come alive.

Personality’s, which cost money, MATTER!”• “I don’t want to listen to talk. I can listen to NPR stations for

that.”• Byrd Man

• “Replacing Byrd Man with a nationally syndicated show was a BAD MOVE.”

• “Programs that I loved got cancelled, especially Byrd Man”• “Byrd Man was a personal favorite of mine”• “ I HATE that guy you put in Byrd Man’s spot”

27 N=136

Specific Shows

Qualitative Findings - Verbatims

• Good• “Take over the world…one tower at a time”• “A wonderful gift to listeners.”• “I LOVE the station and brag about you all the time, but not many people are

aware of WNKU.”• “Keep up the fine tuneage”• “One thing that shines through all your programming is that music matters.”

• Bad• “Find your way home”• “Sometimes you walk a little into the weeds”• “We expect a lot out of you”

• Ugly• “BECOMING MORE COMMERCIALIZED AND IT IS INSULTING TO LISTENERS TO

SAY YOU ARE COMMERCIAL FREE. IT’S COMMERCIAL ADVERTISING, HOWEVER YOU SLICE IT.”

Direction of WNKU

28 N=79

29

Qualitative Findings - Verbatims

• “Looking forward to the time when you can have an app for my iPhone.”

• “Think about creating Podcasts”• “Put Brian O’D on Podcast”

• “Stronger signal would be great”• “THANK YOU for adding additional signals”• “I am currently residing in Abu Dhabi UAE

and listen online. DON’T FORGET ABOUT US.”

Adapt to Technology

N=47

30

Qualitative Findings - Verbatims

• “Love Monday Night Live Concerts”• “Love Studio 89”• “Thanks for supporting natural events like

RiverFest and other musical events.”• “Keep your focus on city/urban news and

events”• “I don’t like the fact that you don’t have local

volunteers helping with the pledge anymore.”

Events relating to WNKU

N=31

31

Qualitative Findings - Verbatims

•Never got around to it – 9•“Laziness”•“I’m a hump – didn’t get around to renewing”

•Financial Issues – 8•“Fewer $$$ to spend”•“Lost my job”

•Live out of the area – 6•“Moving out of area, need to support next NPR station”•“Moved away from Cincy area”

Why Respondents are No Longer Members

Q2: From the list below, please select the main reason why you are no

longer a supporter/member of

WNKU. (Comments from respondents who selected “other”)

32

Recommendations

• Short Term Goals (3-6 Months)• Make sure that listeners understand the three stations in one concept

•There still seems to be unresolved confusion

• Target the 36-45 age group• Focus more on “Turnups” as well as with songs that ROCK, but don’t necessarily throw out all “Tuneouts”• This will appeal more to this demographic but it will also appeal to the current audience (which is the 46-65 age group)• Refer to Slide 17 to see similar means between demographics

33

Recommendations

• Long Term Goal (8-12 Months)• Create WNKU Mobile Application•Respondents reported listening via online streaming more frequently (42.1%)

•Refer to Slide 11

•Creating an “app” was a recurrent suggestion in the open-ended question

•Refer to Slide 28

• Through NKU CAI (College of Applied Informatics)

34

Appendix

• Contains Qualitative Information• Why Former WNKU Supporters/Members aren’t Current Supporters/Members• Overall comments about WNKU