Giving Perspective to On-line Numbers

I was looking at the most emailed stories from NPR today. (You can find the list here.) It struck me that the numbers listed are quite small when compared to those who listen to these stories in their cars, at home or on-line. I'm not trying to diminish the importance of sharing the stories but, live broadcasts and streaming still generate a much larger audience. 


According to research figures released by Ben Robins at NPR, In Spring 2011, we see that the total number of persons who tune in each week to an NPR member station holding at or near record-high levels. The weekly audience to NPR Stations* has reached a new high of 34 million listeners each week.  (You can read more here.)


34 million represents radio listening. The figures remain steady. What's the point? Put on-line usage in perspective when you decide how to use your resources. The vast majority of your listeners still use the radio.

*NPR stations are a mix of newsmagazine and music-only stations (which carry the NPR Newscasts).

Ben Robins is the Research Manager for NPR Programming.