Web Listeners to Public Radio's KCRW Eclipse Radio Audience

Authored by Mark Hefflinger on November 3, 2006 - 1:42pm.

New York - Southern California public radio station KCRW's online audience has now surpassed its terrestrial radio audience, the Wall Street Journal reported.

October data from Google Analytics show that KCRW online -- which features live and on-demand streaming of the station's programming -- counted 760,000 unique visitors during October, compared with KCRW's estimated terrestrial radio audience of nearly 600,000.

When it comes to generating online revenue for the station, KCRW station manager Ruth Seymour told The Journal she "doesn't think selling station memberships will fly. In her view, while public radio listeners expect to be hit up for donations, the Web has a culture where users expect to get things free."

However, if the current growth trend continues, recruiting drives would be considered successful if just 1% of Web listeners become members, Will Lewis, a management consultant to KCRW, told The Journal.

Related Links:
http://tinyurl.com/wu8td (WSJ)
http://www.kcrw.com