Radio’s All Dimension Audience Research

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Can Black stations win the radio ratings game? KMOJ’s general manager on the complexities of counting a growing Black audience



By Charles Hallman

Staff Writer


Radio broadcasters added nearly 1.7 million weekly listeners in the past year, and radio reaches over 93 percent of Blacks in the U.S., says the nation’s leading radio ratings service. Arbitron recently reported in its 2011 RADAR (Radio’s All Dimension Audience Research) that 93 percent of the U.S. population — an estimated 241 million, ages 12 and older — listen to radio each week. Locally KMOJ-FM also has seen an increase in listeners since boosting its broadcasting power earlier this year, reports General Manager Kelvin Quarles. The power increase now allows the longtime noncommercial station to be heard in St. Paul, whose residents “were not able to get it, but we also wanted to reach those outlying areas where African Americans have moved to,” adds Quarles. Continue Reading →

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