Live from Here: Comparing the Programming of Rural and Urban Public Radio Stations

Abstract

ABSTRACT This paper is an examination of the vitality of U.S. public radio stations in rural areas. Previous empirical research suggests that the increased presence of commercial underwriting and listener donations (collectively referred to as “listener sensitive income”) has influenced National Public Radio and its local affiliate stations to behave in a way that more closely resembles commercial radio. This shift may have come at the expense of the initial intent and mission of public broadcasting which is to add diversity to the marketplace of ideas, serve underserved audiences, and most relevant to this study, provide a service that is reflective of local communities. This study analyzes data from a nationally representative sample (N = 178) of the 408 unique local NPR stations to determine if greater reliance on market-based funding sources is associated with a shift away from the mission of public radio in terms of its programming. The analysis suggested that rural public stations offer more overall diversity of programming, and specifically are more likely to offer minority-oriented programming, thus suggesting that rural stations have not become as commercialized as their urban counterparts.