Many stations lack the kind of detailed information about their listeners that could be useful in persuading businesses to underwrite. National data about the public radio audience can be very helpful, but local businesses often prefer information that is specifically targeted to their community. Tools like The Media Audit are not available in all markets, and may not address the product or service categories that will be most appealing to potential underwriters. Stations can use a listener survey to obtain data about their audience's buying habits, use of goods and services, and information such as income and hobbies. Convincing a business to provide underwriting support can be much easier if you can demonstrate that your audience is likely to use their product or service, or is already using it. This is especially true when approaching underwriters who may not be regular listeners and who are unaware of the type of people who listen to public radio and the benefits of reaching public radio listeners. A well-crafted survey can be used to gather this kind of valuable information for presentation to potential underwriters.
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