THE LOCAL NEWS PROJECT INATIONAL RESEARCH REPORT
Presented by
Peter Dominowski
Market Trends Research Inc.
The Local News Project research provides insight on a number of issues. It also raises questions that every public radio station, network, or organization involved with producing information programming should consider. Readers of this report will likely devise their own questions. These are some of the questions suggested by the research results.
- Listeners often do not recognize the in-depth local reporting that is produced by stations. Is it important for local news reporting to be branded and differentiated from NPR or PRI programming?
- If differentiating network and local news is important, how can it be accomplished in a manner that does not weaken national or local programming?
- Would listeners benefit from greater cooperation and sharing of news reports between stations in the same state, region, or even nationwide?
- Should alternative distribution channels be created for non-national reports that could be utilized at many stations across the country?
- How should stations allocate their news resources to maximize listener service and satisfaction?
- What changes in conceptualization, training, and definitions of news must occur for stations to consistently produce stories that appeal to the entire audience?
- Is a station's definition of quality in news reporting the same as the listeners? Do listeners discern the subtleties of the writing and editing process, or are they more concerned that stations consistently meet basic standards of quality. If the definitions are different, how should stations respond?
- It has been said that public radio network news [NPR and PRI] plays a major role in setting the news agenda among national opinion leaders. Is it possible, or desirable, for public radio stations to equivalently set the local news agenda in their communities?
As the first-ever national study about local reporting, The Local News Project was designed to be fundamental research. If this research had determined that listeners found limited value in local news, there would be little point in conducting further research. Since most listeners value local news, and because good research often raises nearly as many questions as it answers, the following are suggested as potential subjects for future research investigations.
A future study could include more extensive use of recordings to study the interplay between local and national news. This would provide information about the mix of locally and nationally produced news, and assist in gauging the appeal of different approaches to producing local news stories
A question many stations still seek to answer involves public radio as a source of basic information, such as weather and traffic. Do listeners presume these services will be offered as part of public radio news, or would they be better served by hearing information they cannot readily obtain through other media sources?
Research could provide a more detailed examination of the reasons that listeners reacted positively to the idea of discrete local news programs. Listeners tend to think of radio in terms of programs, and not programming. By requesting discrete local news programs, are they simply expressing their desire to hear this information in their prime listening time, hoping to segregate national and local news, or attempting to fulfill some other need?
Most stations incorporate some state and local news within Morning Edition and All Things Considered. Should non-national information be incorporated into other network information programming [call-ins, Marketplace, etc.]? If so, what kind of information, how often, and when?
Stations would benefit from additional study of the correlation between news staff size, allocation of staff, and the amount of local news programming on air to listener awareness, satisfaction, and perceptions of reporting quality.
Research could provide a more detailed examination of locally produced call-in talk and interview programs.
There could be greater concentration in future research on the most appropriate role for local news in larger and smaller markets
Research could provide the opinions and perceptions of listeners not included in the sample for this project. For example, evaluating the opinions of listeners who use news programming on public radio, but are not news or dual imperatives.
Public radio still has much to learn about making state and local news reporting more valuable to listeners. This research study is a first step in understanding their attitudes and behavior. The Local News Project established that most listeners value non-national news, are willing to support it financially, and that local reporting that meets listener standards of quality and interest can match the appeal of any national or international news story.
Future studies can build upon the results of this research, answer many of the questions raised in this study, and explore new areas if interest.
This research should also encourage additional discussions about the role of local news programming. Many news directors and program directors would benefit from a dialogue about the types of stories, and placement of stores that would best serve listeners, Discussions between stations, networks, and producers would also be a constructive step in incorporating local and national reporting in a more consistent and coherent format for listeners.
The first phase of The Local News Project research is completed. It marks the beginning of a better understanding of listener reactions to and expectations of local news reporting. The study will have succeeded if it allows stations to provide an improved service to listeners, and results in increased listener loyalty through the news reporting and information programming produced at public radio stations.
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Local News Project I
Part Three: Research Summary
Market Trends Research Incorporated
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