Home Login RADIO ONLINE RSS Facebook
Advertisement

Mike Henry Presents Research on PR Urban Alternative Format


Paragon
Paragon

Last week at the Public Radio Program Directors Conference, Paragon's Mike Henry presented research on the new Urban Alternative format for public radio. In a blog post, Henry wrote that the results from five U.S. markets show that the audience appeal of Urban Alternative is "undeniably and overwhelmingly positive."

To provide a public radio entry format for young and diverse audiences, Henry says Urban Alternative is a new music format made possible by grants from the CPG. The format is a new/old, familiar/unfamiliar mix of many music styles including Hip Hop, R&B, Urban, Soul, Rap and local music presented by local hosts who curate the music.

There are two stations already airing the format: Vocalo in Chicago (vocalo.org) and The Drop in Denver (kuvo.org).

Henry posted some of the highlights from primary research conducted in Chicago, Baltimore, Houston, Norfolk and Denver.

Images typical of other public radio Music Discovery stations:

  • Have entertaining hosts/DJs
  • Have knowledgeable hosts/DJs
  • Are passionate about the music they play
  • Play music from local artists
Images unique to Urban Alternative that represent a major difference from commercial Urban radio stations:
  • Positive uplifting listening experience
  • Understand cultural history behind the music
  • Play socially conscious music
  • Play music I can listen to with my family
  • Do not play sexually explicit music
  • Do not play profanity
This is not a niche format:
  • Nationally, 77% of all 18-44s said they would listen to an Urban Alternative station with no market lower than 74%.
  • The format rates an 8.2 appeal rating (out of 10) nationally with a high of 8.9 in Houston.
  • Gender appeal is down the middle and almost 75% are under the age of 34.
  • National ethnicity averages are 40% Caucasian, 33% African American, 21% Hispanic and 6% Asian and multi-ethnic. Ethnicity appeal varies greatly by city with highs of 40%+ African Americans in Baltimore and Norfolk, 30%+ Hispanics in Houston and Denver, and 40%+ Caucasians in Denver, Norfolk and Baltimore.
  • Each station is researched locally, and the music mix is built specifically to reflect local audiences and tastes.

Read the entire article here.

Advertisement

Latest Radio Stories

iHeartMedia Chicago Names Kashon Powell VP of Programming
Kashon Powell
Kashon Powell
iHeartMedia Chicago has named veteran programmer Kashon Powell as its new Vice President of Programming, overseeing WGCI-FM, WVAZ-FM, WGRB-AM, and WMFN-AM, effective August 18. Powell brings more than three decades of radio experience to the role, including leadership positions at both Urban One and More

Andrews Returns to Audacy Wisconsin as BM/Afternoons
Brett Andrews
Brett Andrews
Audacy appoints Brett Andrews as Brand Manager for WMHX-FM (Mix 105.1 FM) in Madison and Assistant Brand Manager for both WMYX-FM (99.1 The Mix) and WXSS-FM (103.7 Kiss FM) in Milwaukee, effective July 14. In addition to his leadership roles, Andrews will host afternoons on 99.1 The Mix, airing weekdays from More

Commuting on the Rise in 2025, Boosting Radio's Reach
Katz Radio Group
Katz Radio Group
New research from Katz Radio Group, analyzing the latest YouGov workforce data, reveals that commuting in the U.S. has surged in 2025, with more than 7 in 10 employed adults now traveling to jobs outside the home. The trend marks a 29% increase in commuting since 2020, signaling a More
Advertisement

FCC Removes Nearly 3,000 Words of Rules in DDD Initiative
Federal Communications Commission (FCC)
Federal Communications Commission (FCC)
The Federal Communications Commission (FCC) has taken new steps in its ongoing effort to eliminate outdated and unnecessary regulations under its "Delete, Delete, Delete" initiative, removing approximately 2,991 words and 41 rules from its regulatory code. The Commission's latest action targets what it More

Soros Fund, Del Nin Seek Dismissal of Warshaw Lawsuit
Jeffrey Warshaw
Jeffrey Warshaw
The legal dispute between Connoisseur Media CEO Jeffrey Warshaw and Soros Fund Management (SFM) intensified this week as SFM and its Head of Media Investments, Michael Del Nin, moved to dismiss Warshaw's lawsuit and demanded revisions to his complaint. Warshaw filed suit last month in Connecticut More

Covino & Rich to Air Live from 2025 MLB All-Star Game
Covino & Rich
Covino & Rich
FOX Sports Radio's afternoon duo Covino & Rich will take over morning duties next week with special live coverage of Major League Baseball's 95th All-Star Game, airing July 14-16 from Atlanta. With The Dan Patrick Show on vacation, Covino & Rich will move into the 9am-12pm ET slot for a special All-Star Week More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement