Understanding the different permutations of an audience -- their behaviors and preferences -- is pivotal to the success of any venture. That's why NPR, in partnership with Edison Research, crafted a study designed to fully segment not only NPR's audience specifically, but the radio audience in general. The result is their recently released Radio: Live on Air and Everywhere, which explores the radio landscape and teases out six specific and unique radio audience segments, matching them to NPR, to AM/FM radio listeners and even to television. "Most people believe that ads are a fair trade for their listening time," shared Megan Lazovick, Vice President of Edison Research. "They understand the value that they're getting through radio in exchange for listening to a few ads. We asked specific questions to NPR listeners, and a key finding is that NPR listeners are very open to sponsorship members' messages."
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