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Is There a Research Vacuum
If there is, many local groups are attempting to document f m listener characteristics by supplementing national research efforts with various community-wide techniques
It lias often been said that till has ils own "special" audience. An audience that is generally inclined to quality programming.
Agencies complain that the background and listening habits of this group have not been clearly determined in enough cases.
What is the image of the fm listener? In one recent sampling taken, 36.3 percent of fm listeners were college graduates; 26 percent were in the $7,000l(),()0()-a-year income bracket, and in the majority it was a young (35 or under) audience.
These are a few of the findings of the Sacramento Valley Fm Broadcasters (SVFMB). This association of six fm broadcasters meets once a month to arrive at concrete methods of improving fm broadcasting in the northern California area.
Realizing a need for more information concerning the fm listener, the SVFMB conceived and conducted two surveys that might shed some light on the listening habits and backgrounds of the listener.
At the last California state fair, the SVFMB set up and manned an fm booth. "The purpose of the
project," says a spokesman from the group, "was to educate fair goers on the advantages and the programming of fm radio. Still deeper was the desire to stimulate the sets-in-use la<tor foi the area. A variety of domestic and foreign table models, transistor and auto fm receivers was displayed."
By demonstrating the quality of the small receivers the group was attempting to indicate that it was not necessary for an individual to own the more expensive console sets in order to get full enjoyment of fm listening.
Visitors to the booth were asked if they owned fm sets. If their answer was affirmative, they were invited to participate in the survey. It is noted that "printed forms requiring, for the most part, only check marks and numbers for completion were used."
The response to the survey at the state fair was so strong that the SVFMB decided to repeat it at the Sacramento Stereo-Hi Fi Show. Again, a display of small fm/am receivers was set up, with the added feature of giving away some of the sets as door prizes. In order to make
the survey more accurate, identical questionnaires to those used at the fair were offered to the visitors at the hi fi show.
In St. Louis, KCFM ran a telephone survey, in which listeners were asked to indicate the number of hours they listen to fm. It is interesting to note the similarity in listening hours in this survey to the one conducted in Sacramento:
KCFM asked 537 respondents who listen to fm, "How many hours a day do you listen"?
Number of Hours Percent 2 hours or less 28.3 3-1 hours 29.2 5-6 hours 16.8 7-10 hours 15.8 More than 10 hours 5.4 Only on weekends 4.5
Another KCFM question was, "Would you like to hear a short newscast on fm?" 60.3 percent replied that they would, 38.6 percent said "no" and 1.1 percent had no opinion.
In listing the results of its survey, the SVFMB did not couple the State Fair and the Hi-fi show responses together, each was listed as a separate group. • • •
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U. S. FM • February 1961