Michigan Radio’s audience growth in 2016 and 2017 was unprecedented. More important, perhaps, than knowing that more people are listening, is understanding WHY they are listening.
Michigan Radio listeners have a commitment to core values that translate to a level of support for the station that goes far beyond their financial membership. Michigan Radio listeners are more likely to highly recommend the station in general, and their favorite programs in particular, to others.
The Public Radio Techsurvey from Jacobs Media helps to provide an understanding of why our audience listens to Michigan Radio in the first place and underscores the values-based nature of the relationship between stations and listeners.
Learning, credible and objective programming, new perspective, respecting the listener’s intelligence, and balance are all key components in explaining the appeal of Michigan Radio to those who value it most. The programs, the hosts and the specific content are, of course, important, but it’s the core value that Michigan Radio stands for that make it the most appealing to our listeners.
Simon Sinek discusses in his TED Talk why it’s essential for brands to “start with why.”
“People don’t buy what you do, they buy why you do it,” says Sinek.
This is where the value to your brand comes in.
Our listeners are loyal to Michigan Radio because they value what we provide – they value it enough that they recommend it to their friends and family, and they value it enough that they pay for it, even though they don’t HAVE to.
Your sponsorship message on Michigan Radio lets our listeners know that you value what they value. Your association with Michigan Radio creates the halo effect, which lends YOUR brand credibility, just by association with us!