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73% of music listeners are interested in news Harker Research Very Interested Somewhat Interested Not At All Interested 27% 52% 21% Interest In News
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THINK AGAIN
Harker Research
Study Profile• Participants were between 25 and 54 years of age,
balanced demographically
• Qualifying requirements were based on music radio station listenership
• Participants were recruited from 6 geographically diverse markets: Austin, Boston, Chicago, Pittsburgh, Portland, and Raleigh
• A Total of 1000 listeners participated
• Interviewing took place between April 26 and May 23
73% of music listeners are interested in news
Harker Research
Very Interested
Somewhat Interested
Not At All Interested
27%
52%
21%
Interest In News
Harker Research
Hard News
Lifestyle news
44%
51%
Content Preference
Harker Research
Headlines
In Depth Reporting
67%
30%
When listening to news on a music station, do you prefer hearing headlines or more in depth coverage?
Do you prefer a radio newscast that takes a political stance similar to yours, one that is even handed,
or one that takes a political stance opposite you?
Harker Research
Even Handed
Similar
71% 5%
17%
Opposite
Do you prefer a radio newscast that tends to support a conservative viewpoint, a liberal viewpoint, or a neutral
viewpoint that is neither conservative or liberal?
Harker Research
Neutral
Conservative
68%9%
20%
Liberal
Element Interest“Very interested” among music listeners
Harker Research
Weather ReportsTraffic ReportsWar on Terror
Emotional StoriesSports Scores
Social Security ReformHigh Profile Trials
Better ParentingHealth News
Off-beat News StoriesMusic News
Movie ReviewsPersonal FinanceHollywood Gossip
TV TonightBusiness Reports
Marriage TipsHome Improvement
TV Last Night
