With declining listeners, Northern Kentucky University's local radio station is currently trying to target more listeners by identifying what music is best to be played at the most listened hours during the day. This presentation reflects the market research and results done by NKU marketing students including myself and what the final recommendations are for WNKU.

1. Does WNKU Rock Enough?
Overall Results of WNKU Members Survey
Anna Feldman
Tiffany Hopkins
Julie Messer
1

2. Table of Contents
Research Objectives 3
Research Methodology 4
Demographics 7
Why Do Respondents Discontinue Membership/Support 8
How Often Do You Listen to WNKU? 9
Listening Habits of WNKU (Compared to One Year Ago) 10
WNKU’s Current Playlist 11
Changes in Listening Behavior 12
Morning Listening Behavior 13
WNKU’s Direction 14
Turnups & Tuneouts Top 2 Box Scores 15
Overall Turnups & Tuneouts Ratings 16
Heading in the Right Direction to Opinion on Current Playlist 17
Heading in the Right Direction to Morning Listening Behavior 18
Turnups & Tuneouts to Gender 19
Turnups & Tuneouts to Age 20
Turnups & Tuneouts to How Frequently You Listen to WNKU Compared to One Year Ago 21
Turnups & Tuneouts to Respondents’ Membership/Support Status 22
Turnups & Tuneouts to Morning Listening Behavior 23
Turnups & Tuneouts to WNKU Playlist Rock Level 24
Qualitative Findings 25
Recommendations 32
Appendix 34

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 habits
4. To determine trends in how respondents are
listening to music
5. To determine why listeners discontinue monetary
support of WNKU radio station
3

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
4

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
5

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.
6

7. Demographics
Gender Age
56-65 39%
Male 62%
46-55 33%
13%
Female 38% 26-35 8%
6%
18-25 1%
0% 10% 20% 30% 40% 50% 60% 70% N = 840*
N = 840* 0% 10% 20% 30% 40% 50%
Q27: Your Gender Q25: Your age
*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in
the Cincinnati area the Cincinnati area
Annual Income Before Taxes Education
$150,000+ 11% Bachelor's Degree 35%
$100,001-$150,000 18% Master's Degree 23%
$75,001-$100,000 19% Some College 17%
$50,001-$75,000 20%
Professional Degree 12%
$35,001-$50,000 11%
Associate Degree 7%
$20,001-$35,000 5%
$0-$20,000 High School or Equivalent 5%
1%
Prefer Not To Say 14% 0% 10% 20% 30% 40%
N = 840* 0% 5% 10% 15% 20% 25% N = 840*
Q28: Annual household income before taxes Q26: Education
*The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers
7 the Cincinnati area in the Cincinnati area

8. Why Do Respondents Discontinue Membership/Support
•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
Overextended Financially 54.5%
Other 27.9%
Unhappy with Program Changes 7.8%
Music No Longer Matches My Taste 7.8%
Not Enough News 1.3%
Poor Customer Service 0.6%
Too Much News 0%
0% 10% 20% 30% 40% 50% 60%
N = 154*
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 out
The “Other” Responses were qualitative in nature, and will be discussed in length later
8

9. How Often Do You Listen to WNKU?
•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
Daily 72%
2-3 Times a Week 19.8%
Once a Week 3.5%
2-3 Times a Month 2.9%
Once a Month 0.8%
Less than Once a Month 0.8%
Never 0.2%
0% 10% 20% 30% 40% 50% 60% 70% 80%
N = 904*
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
9

10. Listening Habits of WNKU (Compared to One Year Ago)
•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
About the Same 61%
More Frequently 24.8%
Less Frequently 14.2%
0% 10% 20% 30% 40% 50% 60% 70%
N = 904*
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
10

11. WNKU’s Current Playlist
•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
Rocks just about the right amount 71%
Doesn't rock enough 18.5%
Rocks too much 8.4%
Haven't listened to WNKU lately, don't have an opinion 2.1%
0% 10% 20% 30% 40% 50% 60% 70%
N = 893*
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
11

12. Changes in Listening Behavior
•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)
AM/FM RADIO SATELLITE RADIO
Never Listened to Music This Way 1.3%
Never Listened to Music This Way 70.5%
About the Same 58.4% About the Same 8.5%
Less Frequently 13.6% Less Frequently 10%
More Frequently 11%
More Frequently 26.6%
0% 10%20%30%40%50%60%70%80%
0% 20% 40% 60% 80%
ONLINE STREAMING IPOD/MP3
Never Listened to Music This Way 17.9% Never Listened to Music This Way 31.1%
About the Same 26.6% About the Same 28.8%
Less Frequently 13.4% Less Frequently 11.5%
More Frequently 42.1% More Frequently 28.7%
0% 10% 20% 30% 40% 50% 0% 20% 40%
N = 917*
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?
12 *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati
area

13. Morning Listening Behavior
•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)
Music that rocks 43.8%
Mellow music 30.3%
Talk/news 22%
Rather not listen to any of these 3.9%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
N = 904*
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
13

14. WNKU’s Direction
•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
75.7%
19.6%
WNKU is a good station to discover new music 2.2%
1%
1.5%
48.4%
33%
Overall WNKU is heading in the right direction 11.5%
5.2%
1.9%
44.1%
39%
Satisfied with the mix of music WNKU plays 7.4%
7.5%
1.9%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree
N = 893* 1 2 3 4 5 6
Q10: Please indicate your level of agreement with the following statements pertaining to
Strongly Disagree Neither Disagree Agree Strongly N/A
WNKU Disagree or Agree Agree
*The reduced base size pertains to WNKU Current and/or Former Supporters and Music
Lovers in the Cincinnati area
14

15. Turnups & Tuneouts Top 2 Box Scores**
•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”
Jayhawks 73.7%
Paul Thorn 73.1%
Muddy Waters 64.9% TURNUP
James Gang 64.7% TUNEOUT
Jimmy Hendrix 63.2%
G Love 60.9%
Rodney Crowell 59.7%
Reverand Payton 52.5%
Tony Furtado 48.9%
Carrie Newcomer 46.1%
Ellis Paul 45.3%
Sara Watkins 22.2%
0% 10% 20% 30% 40% 50% 60% 70% 80%
N = 540* 1 2 3 4 5 6
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 Don’t Like Dislike Dislike Like Like Like a
Lovers in the Cincinnati area at All Somewhat Somewhat Lot
**Total percentages are from those respondents that chose ”Like” or “Like a lot” with each
1 of the 12 song clips.
5

16. Overall Turnups & Tuneouts Ratings**
•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
Jayhawks 94.6% 5.4%
Paul Thorn 92% 8%
Muddy Waters 88.9% 11.1%
James Gang 88.4% 11.6%
TURNUP
Rodney Crowell 87.3% 12.7%
TUNEOUT
G Love 87% 13%
Jimmy Hendrix 85.8% 14.2%
Reverand… 79.7% 20.3% LIKE
Ellis Paul 79.2% 20.8% DISLIKE
Carrie… 79.1% 20.9%
Tony Furtado 79.1% 20.9%
Sara Watkins 58% 42%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
N = 540* 1 2 3 4 5 6
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 Don’t Like Dislike Dislike Like Like Like a
Lovers in the Cincinnati area at All Somewhat Somewhat Lot
**“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”
16 percentages

17. Heading in the Right Direction to Opinion on Current
Playlist
• 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
Bottom 2 Box
Rocks too much** 41.2% 47.8% 16.7% 89.0%
Rocks just about the right amount** 35.3% 19.6% 44.1% 54.9%
Doesn't rock enough** 23.5% 28.3% 31.4% 51.8%
I haven't listened lately,
don't have an opinion** 4.3% 7.8% 4.3%
0% 20% 40% 60% 80% 100% 120%
Strongly Disagree Disagree Neither Agree nor Disagree Bottom 2 Box
N = 893*
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
1 2 3 4 5 6
Strongly Disagree Neither Disagree Agree Strongly N/A
Music Lovers in the Cincinnati area Disagree or Agree Agree
** With 99% Confidence, there is a significant difference in the graph and data above
17

18. Heading in the Right Direction to Music During Their
Morning Routine
• 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
Bottom 2 Box
Music that rocks** 47.1% 30.4% 77.5%
Mellow music** 29.4% 47.8% 77.2%
I'd rather not listen to any of
these** 17.6% 6.5% 24.1%
Talk/news** 5.9% 15.2% 21.1%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Strongly Disagree Disagree Bottom 2 Box
N = 893*
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
1 2 3 4 5 6
Strongly Disagree Neither Disagree Agree Strongly N/A
** With 99% Confidence , there is a significant difference in the graph and data above Disagree or Agree Agree
18

19. Turnups & Tuneouts to Gender
• 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
4.8
Male
4.3
4.6
Female
4.5
0 1 2 3 4 5 6
Turnup** Tuneout**
N = 534*
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
1 2 3 4 5 6
clips Don’t Like Dislike Dislike Like Like Like a
** With 99% Confidence, there is a significant difference in the Turnups and Tuneouts in at All Somewhat Somewhat Lot
the graph above
19

20. Turnups & Tuneouts to Age
• 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)
4.4
66+ 4.4
56-65 4.8
4.5
46-55 4.8
4.3
36-45 4.8
4.2
26-35 4.6
4
18-25 4.4
3.9
0 1 2 3 4 5 6
N = 534* Turnup** Tuneout***
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
1 2 3 4 5 6
clips Don’t Like Dislike Dislike Like Like Like a
** With 90% Confidence, there is a marginal significant difference in the Turnups in the at All Somewhat Somewhat Lot
graph above
20 *** With 95% Confidence, there is a significant difference in the Tuneouts in the graph
above

21. Turnups & Tuneouts to How Frequent You Listen to
WNKU Compared to One Year Ago
• 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
4.9
More Frequently
4.3
4.8
About the Same
4.5
4.3
Less Frequently
4.2
0 1 2 3 4 5 6
Turnup** Tuneout***
N = 534*
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
1 2 3 4 5 6
Lovers in the Cincinnati area (Q1) and with the respondents who were able to hear the song Don’t Like Dislike Dislike Like Like Like a
clips. at All Somewhat Somewhat Lot
** With 99% Confidence, there is a significant difference in the Turnups in the graph above
21 *** With 95% Confidence, there is a significant difference in the Tuneouts in the graph
above

22. Turnups & Tuneouts to Respondents’
Membership/Support Status
• 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
4.8
Neither, but Cincinnati music lover
4.1
4.6
Former Members/ Supporters
4.4
4.8
Current Members/ Supporter
4.4
0 1 2 3 4 5 6
Turnup** Tuneout***
N = 534*
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
1 2 3 4 5 6
** With 90% Confidence, there is a marginal significant difference in the Turnups in the Don’t Like Dislike Dislike Like Like Like a
graph above at All Somewhat Somewhat Lot
*** With 95% Confidence, there is a significant difference in the Tuneouts in the graph
22 above

23. Turnups & Tuneouts to Music You Listen to During
Morning Routine
• 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
Music that rock 4.9
4.3
Mellow Music 4.6
4.6
Talk/News 4.6
4.4
Rather not listen to any of these 4.3
4.2
0 1 2 3 4 5 6
Turnup** Tuneout**
N = 534*
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
1 2 3 4 5 6
Lovers in the Cincinnati area (Q1) and with the respondents who were able to hear the Don’t Like Dislike Dislike Like Like Like a
song clips at All Somewhat Somewhat Lot
** With 99% Confidence, there is a significant difference in the Turnups and Tuneouts in
the graph above
23

24. Turnups & Tuneouts to WNKU Playlist Rock Level
• 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)
4.8
Rocks just about the right amount
4.5
4.8
Doesn't rock enough
3.7
4.2
Haven't listened lately, no opinion
4.3
3.9
Rocks too much
4.8
0 1 2 3 4 5
Turnup** Tuneout**
N = 534*
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
1 2 3 4 5 6
Lovers in the Cincinnati area (Q1) and with the respondents who were able to hear the Don’t Like Dislike Dislike Like Like Like a
song clips at All Somewhat Somewhat Lot
** With 99% Confidence, there is a significant difference in the Turnups along with
Tuneouts in the graph above
24

25. Qualitative Findings
Breakdown by Topic Discussed
• Playlist - 233
• Sorted by Genre Q30: Do you have any
• Specific Shows - 136 final comments or
• DJs suggestions for WNKU?
• 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
25

26. Qualitative Findings - Verbatims
Playlist – Finding That Happy Medium
• 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”
26 N=233

27. Qualitative Findings - Verbatims
Specific Shows
• “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

28. Qualitative Findings - Verbatims
Direction of WNKU
• 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.”
28 N=79

29. Qualitative Findings - Verbatims
Adapt to Technology
• “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.”
29 N=47

30. Qualitative Findings - Verbatims
Events relating to WNKU
• “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
30
anymore.”
N=31

31. Qualitative Findings - Verbatims
Why Respondents are No Longer Members
•Never got around to it – 9
•“Laziness”
Q2: From the list
•“I’m a hump – didn’t get around below, please select the
to renewing” main reason why you
•Financial Issues – 8 are no longer a
•“Fewer $$$ to spend” supporter/member of
•“Lost my job” WNKU. (Comments
•Live out of the area – 6 from respondents who
selected “other”)
•“Moving out of area, need to
support next NPR station”
•“Moved away from Cincy area”
31

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
32 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)
33

34. Appendix
• Contains Qualitative Information
• Why Former WNKU Supporters/Members aren’t
Current Supporters/Members
• Overall comments about WNKU
34