If you've been listening over the last month or so, you may have noticed an increase in promotional spots for Morning Edition. That’s because VPR is participating in a nationwide NPR project to increase listening to Morning Edition. More than 90 percent of public radio stations across the country are working together to grow the Morning Edition audience through June of this year.
If you’re a habitual, my-morning-can’t-start-without-coffee-and-Mitch-Wertlieb-not-necessarily-in-that-order Morning Edition listener, you may be wondering, “Who the heck doesn’t listen to Morning Edition?” The answer? Plenty of people! A good chunk of our audience only listens to certain programs, like Car Talk or Fresh Air. Our goal with this campaign is to convince them to tune in during weekday mornings as well. By increasing the number of Morning Edition listeners, we’ll be able to introduce NPR and our regional news to a larger audience – and improve our service to the region as a whole.
If you do listen a lot, we understand that you may be hearing these promos quite a bit. The promos are meant to keep Morning Edition top of mind for people; research shows that people need to hear a message several times before they act on it. The more people we can reach, the more people will listen, and the better we can fulfill our mission. We’ll be rotating different kinds of promos during the next few months to minimize the sense of repetition for our loyal listeners.