Who is the public radio listener and is reaching them potentially beneficial to my business? Public radio by nature reaches the 'public' which is an extremely diverse audience with a plethora of interests and backgrounds. However, utilizing Scarborough data we are able to notice some trends and discuss more specific segments of the population that marketing executives seem to target.

To generalize, public radio and the WOI Radio Group reaches an audience of well-educated, affluent, community and business leaders that are curious minded and enjoy cultural events, fine dining and being well-informed. Of course this is a stereotype, but when discussing media it is important to begin to frame the audience and the available data supports this claim.

A quick look at some 2003 Scarborough data regarding WOI listeners indicates that...

...25% are more likely than the average member of the Des Moines/Ames population to reside in a household whose income is $75,000 to $249,999.

...120% are more likely than the average member of the population to have a college degree and some post graduate education.

...11% are more likely than the average member of the population to be employed in a business decision-making position in an executive, administrative or managerial position.

...52% are more likely than the average member of the population to have used an 'upscale' restaurant in the last 30 days.

Additionally, households with income from $75,000 to $249,999 are 84% more likely than the average member of the population to have donated $35 to $99 to public radio in the last 12 months.

Do you have other areas of interest regarding WOI listeners and certain segments of the population? Please let us know.

Contact us, woiuw@iastate.edu